Pathways to Business Success in Thailand’s Personality Development and Fashion Show Industry: The Mediating Roles of Service Innovation Management and Experiential Value Creation

Personality development institutes, modelling schools and fashion show organisers form a small but growing segment of Thailand’s creative economy, yet the factors that sustain their business success have rarely been examined as an integrated system. Prior work has studied entrepreneurial leadership, strategic resource management, service innovation and customer experience largely in isolation and mostly in hotels, tourism, retail and other general service settings. This conceptual paper develops a causal model that explains how entrepreneurial leadership and strategic resource management influence the business success of Thai personality development and fashion show businesses, directly and through two capability mechanisms: service innovation management capability and experiential value creation capability. Drawing on the resource-based view, dynamic capabilities theory, service-dominant logic, customer experience research and the balanced scorecard, the paper defines five latent constructs measured by twenty observed indicators and derives eight hypotheses. It also sets out the mixed-methods research design through which the model will be tested: a survey of 400 owners and executives drawn from a population of 4,321 juristic-person businesses, analysed with confirmatory factor analysis and structural equation modelling, followed by in-depth interviews with 15 key informants to explain the quantitative findings. No empirical results are reported; the contribution lies in the integrated framework, the explicit mediation logic and a transparent measurement and analysis plan. The model offers researchers a testable agenda and gives entrepreneurs and policymakers a structured view of the capabilities that may convert leadership and resources into sustainable performance.