Developing and Utilizing Soft Power Cultural Dimensions of World Heritage Cities for Sustainable Tourism: Case Studies Sukhothai, Si Satchanalai and Kamphaeng Phet

Abstract

The purpose of this study is to (1) identify the characteristics and components of soft power, tourism, and the creative economy within the cultural dimension of World Heritage cities; (2) examine the relationships among factors influencing the development and utilization of cultural soft power; (3) assess the influence of soft power and creative tourism on the development and application of soft power; and (4) propose strategic approaches for strengthening cultural soft power in the context of World Heritage cities. A mixed-methods design was employed. Quantitative data were collected through questionnaires administered to 461 Thai and international tourists visiting the Sukhothai, Si Satchanalai, and Kamphaeng Phet Historical Parks, selected using purposive and simple random sampling. Qualitative data were obtained from in-depth interviews with 11 key informants. Data analysis included descriptive statistics, correlation coefficients, multiple regression analysis, and content analysis. The results indicate that 1) the characteristics and components of soft power, tourism, and the creative economy in World Heritage contexts were rated at a high level, reflecting the strong potential of cultural heritage to generate social and economic attractiveness; 2) the relationships between soft power, creative tourism, and the development and utilization of cultural soft power were found to be very high; 3) the influence of soft power and creative tourism significantly predicted the development and application of cultural soft power, with predictive values of 79.80% and 93.30%. All variables demonstrated positive and statistically significant effects at the .01 level. 4) Qualitative findings suggest that effective development of cultural soft power should emphasize strengthening cultural identity, leveraging community-based heritage assets, and encouraging participation and local ownership. Sustainable conservation of archaeological sites and careful tourism management are also essential. Integrating digital technologies to communicate heritage values and enhance visitor experiences is recommended. Furthermore, long-term, integrated planning is needed to advance a sustainable creative economy grounded in local identity. Such planning should balance heritage conservation, cultural tourism development, and cultural value creation to ensure the continued relevance and vitality of World Heritage sites in the future.