PROMOTING THAI TOURISM TO THE WORLD CLASS BY SOFT POWER

Abstract

The objectives of this research were (1) to study the promotion of Thai tourism to the international class by Soft Power, (2) to study the problems and obstacles of promoting Thai tourism to the international class by Soft Power, and (3) to study the guidelines for promoting Thai tourism to the international class by Soft Power. The research was qualitative. Key informants in this study included 22 people involved in tourism development by a purposive selection. The research tool was semi-structured interviews. Data was analyzed by using a descriptive conclusions.

The results found that (1) the promotion of Thai tourism to the international class by Soft Power found that the policy objectives were clear. But the measures and guidelines for implementing the policy were unclear. Insufficient policy resources executives of the organization who implemented the policy had knowledge and ability. They also provided support for policy implementation, organizations involved in implementing policies had integrated management and giving importance to public participation.  Social trends were showing interest in Soft Power being positioned as an important economic tool, various political parties set this as one of their campaign policies, some operating personnel had intention to perform one's duties.  But some view it was an increase in workload or workload, (2) the problems and obstacles of promoting Thai tourism to the international class by Soft Power was found that there were a large number of organizations involved in implementing the policy, causing duplication of practice. The guidelines for practice were not in the same direction, lacked of budget, personnel, modern equipment and technology. Personnel lacked knowledge and understanding of work society and the public was still confused about the concept of Soft Power, and (3) the guidelines for promoting Thai tourism to the international class by Soft Power was found that the policy should be communicated to organizations and personnel in the same direction, clearly define the duties and responsibilities of each organization, stimulating and strengthening motivation for work, developed personnel skills, prepared your budget, personnel, materials, equipment, and modern technology. Emphasis was placed on integrating the work of all sectors in the area and allowing the people to be an important mechanism in pushing forward policies.