Transforming Cultural Capital into Soft Power: A Marketing Strategy for Promoting Food Tourism in Yaowarat

Abstract

This study investigates the structural transformation of cultural capital into soft power within the context of gastronomy tourism in Yaowarat (Bangkok’s Chinatown). Against the backdrop of the global shift towards the "Experience Economy," this research integrates Pierre Bourdieu’s Theory of Capital with Joseph Nye’s concept of Soft Power and the 7Ps Services Marketing Mix to elucidate how heritage resources are converted into economic and symbolic value. Adopting a mixed-methods exploratory sequential design, the study analyses quantitative data from 400 international and domestic tourists using Partial Least Squares Structural Equation Modeling (PLS-SEM) and qualitative insights from 10 key informants, including heritage shop owners and community leaders. The quantitative results reveal that 'Place' (specifically accessibility via mass transit and atmospheric vibrancy) and 'Promotion' (digital influence and celebrity endorsement) are the primary drivers of perceived soft power. Contrary to classical economic assumptions, 'Price' has no significant direct influence on soft power formation, suggesting that gastronomy tourism in this heritage district operates under the price-insensitive logic characteristic of the experience economy. Qualitative analysis, however, uncovers critical vulnerabilities: the erosion of 'Embodied Cultural Capital' due to the retirement of master chefs, the threat of 'staged authenticity' driven by gentrification, and infrastructural deficits regarding hygiene and waste management. The study proposes the 'DRAGON Model'—a strategic framework integrating Deep Gastronomy, Revitalized Scape, Algorithmic Alliance, Guardianship of Community, Orchestrated Experience, and Neo-Soft Power—to elevate Yaowarat to a world-class, sustainable gastronomy destination.