New paradigm of entrepreneurial leadership through hospitality SMEs in Khon Kaen, Thailand: A thematic analysis

This study explores a new paradigm of entrepreneurial leadership among hospitality small and medium-sized enterprises (SMEs) in Khon Kaen, Thailand, by examining the influence of entrepreneurs’ strategic competencies on business performance. It emphasizes the role of internal capabilities and intangible resources in generating competitive advantage within the hospitality sector. Qualitative research was employed, including thematic and cooccurrence analyses. Data were collected through open-ended questionnaires administered to hospitality SMEs and using ATLAS.ti 25. The findings reveal six core themes: customer relationship management (CRM), social media adoption, entrepreneurial leadership, sustainable entrepreneurship, resource-based capabilities, and business performance. CRM drives sales growth, brand image, innovation, leadership, and sustainability, supporting long-term growth and differentiation. The results demonstrate the need to balance short-term digital engagement strategies with long-term competency development, situating entrepreneurial leadership within the context of a developing country’s hospitality sector. This study proposes an integrative framework that explains how SMEs mobilize intangible resources to achieve sustainable competitive advantage.