DEVELOPMENT OF SOFT POWER IN KHLONG SAM SUBDISTRICT, KHLONG LUANG DISTRICT, PATHUM THANI PROVINCE

Abstract

This study aimed to: (1) examine the local traditions, cultural heritage, and indigenous knowledge of Khlong Sam Subdistrict with the potential to be developed into soft power; (2) investigate models for utilizing soft power to generate economic benefits and enhance the local economy; and (3) explore appropriate approaches for disseminating Khlong Sam’s soft power to achieve wider recognition and public acceptance. A mixed-methods research design was employed, consisting of quantitative data collection from 400 local residents and qualitative methods, including in-depth interviews, focus group discussions, and community forums with 30 community leaders. The findings revealed that Khlong Sam Subdistrict possesses several traditions with high potential for soft power development, such as the Songkran Festival, the “Khao Kaeng Street” cultural event, and traditional boat racing. Additionally, local wisdom in food, Thai desserts, handicrafts, and herbal medicine represents valuable cultural assets. The soft power development model for community-based economic enhancement includes promoting cultural activities, developing value-added products, and using the lotus flower as a cultural identity to support product certification and branding. A prototype “check-in” tourism site was also piloted, using the lotus flower as a symbolic tool for promoting tourism and income generation. The results highlight the importance of community collaboration in strengthening and promoting local identity, contributing to sustainable recognition and long-term socio-economic benefits.