A qualitative research approach was employed in this study because it enabled the researcher to gain deeper insights from relevant stakeholders who played significant roles in tourism business in Kanchanaburi. Initially, the researcher approached the Director of Kanchanaburi Province Business Development Office under the supervision of Department of Business Development, Ministry of Commerce for the preliminary data for business entrepreneurs in Kanchanaburi province. The researcher was informed that there were more than 70 entrepreneurs in raft service business registered with this Provincial Business Development Office in Kanchanaburi. These entrepreneurs were also members of Kanchanaburi Tourist Boat and Raft Operator Association, who could take part in this research project.