Abstract

Purpose: This research aims to demonstrate how the circular economy is employed to drive the sustainability of the tourism industry in Krabi, Thailand, through the concept of mindful consumption and service-dominant logic (hereafter S-D logic). Design/methodology/approach: A seven-year longitudinal study (2013–2020) was conducted through four studies from different perspectives, including macro, meso and micro levels of development in Krabi province. Findings: Krabi tourism stakeholders have collaborated to co-create green culture and behavior whereby the value network among stakeholders plays an important role in driving the circular economy in practice. Research limitations/implications: This study provides an understanding of how the circular economy society has been co-created. However, further research should be conducted in other tourism cities by focusing on the key success factors that drive the circular economy. Originality/value: The longitudinal study with multi-perspective micro, macro and meso levels of development in this study has shed the light on how the circular economy (CE) policy can be turned into practice.