Strategies for Promoting Thai Cultural Soft Power to Enhance in Tourism during the Loy Krathong Festival

Abstract

This academic article, “Approaches to Promoting Soft Power in Thai Culture and Traditions to Promote Loy Krathong Tourism,” aims to explore the concept and role of cultural soft power in promoting tourism in Thailand. Data was collected from academic documents, books, textbooks, related research, and various online media. The study utilized document analysis from reliable sources, focusing on concepts related to Thai culture, traditions, and Loy Krathong tourism. The primary informants included representatives of government agencies and organizations involved in promoting tourism and culture. The study tools employed content analysis and data synthesis.

The study found that promoting soft power in Thai culture and traditions through the Loy Krathong Festival has high potential to promote tourism at both the local and national levels. The Loy Krathong tradition reflects cultural values, beliefs, ways of life, and Thai identity, attracting significant interest from both Thai and international tourists. Analysis of tourist perceptions revealed that most tourists were interested in participating in Loy Krathong activities due to the beauty of the rituals, lights, sounds, the uniqueness of the activities, and the cultural atmosphere. They also believed that the Loy Krathong Festival contributes to a positive image of Thai tourism internationally. Regarding the operations of government agencies and related sectors, some support was provided in terms of budget, public relations, and event organization. However, limitations were identified in the integration of interagency cooperation. Expanding creative activities and using digital media to systematically drive soft power.