Integrating Circular Economy Principles into Food Business Models for Tourism Development: Sustainable Business Strategies and Marketing Approaches in Thailand

Abstract

This research investigates the integration of circular economy (CE) principles within food business models as a sustainable strategy for tourism development in Thailand. The study applies a quantitative approach, utilizing surveys distributed to customers in popular tourist destinations to assess their attitudes, willingness to pay, and loyalty toward CE practices in food businesses. Additionally, qualitative desk research was conducted to examine current CE implementations and challenges within the industry. Results indicate that customers show high awareness of CE principles, with many willing to pay a premium for sustainable dining options. CE practices positively impact customer loyalty, brand perception, and operational cost efficiency. The study highlights the importance of effective sustainability marketing, revealing that transparency in CE efforts enhances brand trust and customer retention. Furthermore, collaboration between food businesses and tourism stakeholders was found to accelerate CE adoption, enhancing the overall tourism experience. The study concludes with practical recommendations for food businesses in Thailand to adopt CE principles, providing strategies to meet eco-conscious tourist demands and improve long-term profitability.