Adapting soft power in tourism management in Thailand

บทคัดย่อ

          Tourism and travel are significant economic activities throughout the world. Thailand has high tourism potential as well as diverse and unique tourism resources in comparison to other countries. This is an academic article that aims to describe the concept of "soft power" and how some countries used soft power to promote their tourism industries in order to provide guidelines for adapting the soft power concept to promote Thai tourism. The economic and cultural benefits of multiple soft powers have heightened the government's efforts to support Thai cultural traditions in order to drive the economy and build the country's reputation. Thailand can use soft power to promote Thai tourism. Soft power is a valuable marketing tool. A prominent soft power resource in Thailand can boost Thai tourism and increase Thailand's global competitiveness.