This research seeks to explain factors and relationship models of entrepreneurs capable of building service innovations in Andaman coast with the ultimate aim to ignite sufficient development of regional tourism, increase working potentials, and provide a guideline for tour operations. Initially, document examination and discussions with five experts were conducted to build in-depth interview questions. 19 entrepreneurs were interviewed to examine factors involved and we consulted later with the five experts and six successful entrepreneurs in the regions, as well as with the representatives of the Association of Thai Tour Operators and Tourism Authority of Thailand (TAT) of Phuket, Krabi, and Trang. The results were analyzed according to the theory of resource-based and innovative entrepreneurs. The factors obtained were generated from systematic causes: Nature of Entrepreneurships and Organizational capabilities, the mediator variables of Service Innovation Capability; and Organizational Performance (non-finance). Moreover, the external factors needing to be adjusted regarding the environmental changes were described. The tour operators are suggested to build networking to increase tourism potential with sustainability by providing the entrepreneurs opportunities to be involved in tourism development, accessing the knowledge, technology and innovations resulting in sustainable tourism, quality livelihood, and sustainable ecological management of communities.

Abstract
1. Introduction
2. Literature Review
    2.1. Theoretical Background
    2.2. Perspectives on Entrepreneurs’ Innovativeness
    2.3. Service Innovation Capabilities
    2.4. The Influence of Causal Factors on ServiceInnovation Capabilities
3. Research Methods and Materials
4. Results and Discussion
5. Conclusions
6. Implication
7. Limitations and Future Research
References

• Yuttachai HAREEBIN(Faculty of Management Science, Phuket Rajabhat University) Corresponding Author