reason being you're going to be out of position vs a strong range. your Ace is likely dominated, you have a Qhi flush draw, and you invite callers behind you--multiway this hand isn't that great.
My thinking on turn was that he was most likely on a draw and if so I'm likely freerolling with the wrap and FD. Also may get him to fold two pair.
What do you mean hero wants more f/e on flop? I mean, I don't think I have a lot of fold equity on this flop as it's multiway and a pretty wet board. A check might be better here.