THAI IDENTITY COMMUNICATION BY THAI PRIVATE SECTOR IN AUSTRIA

Abstract

    The objectives of this research were to: 1) Study the strategic plan of Thai identity communication by Thai private sector in Austria, 2) Investigate the implementation of Thai identity communication by Thai private sector in Austria, 3) Examine the communication strategies of Thai identity by Thai private sector in Austria, and 4) Propose development guidelines for Thai identity communication by Thai private sector in Austria. This qualitative research employed in-depth interviews with 20 key informants purposively selected from three groups: 1) Policy-level supporters and promoters of Thai identity, 2) Communication executives of network partners, and 3) Communication practitioners. The research instrument was a structured in-depth interview guide verified by experts. Data were analyzed using analytic induction. The findings revealed that: The results showed that 1) Strategic plans: The communication concept integrated Thai culture into the Austrian context, highlighting Thai cuisine, Muay Thai, Thai massage, and Thai dance through various media to reach target groups. Thai government policies supported systematic media use, with cooperation from the Royal Thai Embassy and local organizations to enhance moral and economic value. The plan focused on precise target group management, diverse content, and continuous evaluation. 2) Communication operations: Semiotic analysis identified clear key signifiers for each Area-Thai food communicated its health benefits, harmony, and adaptability; Muay Thai conveyed strength and discipline; Thai massage promoted health; and Thai dance highlighted precision and beauty. Thai identity was restructured to modernize these elements while preserving their essence. 3) Communication strategies: Cooperation between Thai and Austrian government agencies, businesses, cultural organizations, and the press was emphasized. Thai brand ambassadors were created using well-known individuals to represent Thai identity. Storytelling through diverse media channels shared real experiences. 4) Approaches for development: Strategies should focus on strengthening Thai Austrian cooperation, integrated communication, digital technology, and expanding media use to reach wider audiences.