THE DEVELOPMENT OF an E-COMMERCE MODEL TO PROMOTE AWARENESS AND SALES LOCAL PRODUCTS AND SOUVENIRS OF SUKHOTHAI PROVINCE WITH SOFT POWER STRATEGIES

Abstract

The objective of this research was to study the E-Commerce model that utilizes Soft Power strategies to promote awareness and sales of Sukhothai’s local products and souvenirs fashion. The study was conducted through in-depth interviews with local entrepreneurs, Thai and foreign tourists, and tourism-related agencies. The information gathered from these interviews was then used to develop an E-Commerce model through a Facebook Page platform, incorporating digital tools such as Luma AI, RunwayML, Fliki AI, MyWebAR, and ZWIZ.AI. The model was tested with Facebook Page design experts and Thai customers or tourists. The results of the study revealed that: 1) Thai customers or tourists showed increased interest in products when presented through Soft Power strategies. 2) The use of digital technology creates an engaging experience for Thai customers or tourists through a modern image. 3) The developed E-Commerce model effectively increases awareness, boosts purchase interest, and expands the market for local products.