Muay Thai: Soft Power for Development in Economic and Social

Abstract

This research aims to 1) examine perspectives, opinions, and needs regarding the use of Muay Thai as a soft power tool for economic and social development; and 2) provide guidelines and policy recommendations for utilizing the influence of Muay Thai as a sustainable economic and social soft power tool. This research employs a qualitative research method. The population and informants consisted of: 1) boxing camp heads, 2) boxing camp managers, 3) boxing event managers, 4) Thai professional Muay Thai boxers, 5) foreign professional Muay Thai boxers, 6) representatives from the Ministry of Culture, and 7) representatives from the Ministry of Tourism and Sports. A purposive sampling method was used. The research instrument was an interview questionnaire. Data were analyzed using interpretive and content analysis. The research findings revealed that 1) the concept of soft power refers to cultural influence that creates attraction without coercion. Muay Thai is considered a significant soft power asset for Thailand, recognized as a martial art, cultural heritage, and creative economy asset. Development should integrate strategies from the government, private sector, and community, preserving traditional identity while leveraging it commercially, establishing standards, and utilizing digital platforms to drive the economy, tourism, and national image sustainably through domestic and international collaboration networks. 2) Promoting Muay Thai as sustainable soft power requires an integrated approach encompassing camp standards, competitions, management, welfare, and marketing. A national strategy with clear indicators is needed, along with the establishment of a database and support fund. The quality of life and post-competition careers of Muay Thai fighters should be improved, while traditional rituals are preserved. International cooperation should be expanded, and tourism and digital marketing should be promoted. This requires systematic collaboration across all sectors for sustainability.

Keywords: Muay Thai, Soft Power, Development Benefits, Economy and Society