Identity of Soft Power for Promoting Tourism in Songkhla Old Town

Abstract

       Exploring the cultural identity and wisdom of Songkhla's Old Town offers a significant chance to boost tourism and creates appropriate tourism frameworks that match the area's potential. This supports initiatives to advance tourism by highlighting the city's soft power globally, consequently strengthening different local industries within the country. Historically, the Old Town of Songkhla has been defined by its abundant and distinct artistic heritage, exceptional cuisine, unique music, vibrant festivals, and local customs, along with its tourism offerings. Visitors have the opportunity to explore and engage with their interests, such as discovering the city's design and architecture, as well as traditional clothing from both past and present. These elements capture the cultural richness and wisdom of the Old Town of Songkhla, effectively showcasing the city's identity, thereby providing a chance to emphasize its status as a creative city and its potential to become a World Heritage city. By investigating the identity of cultural capital and wisdom in the Old Town of Songkhla, which has been synthesized and analyzed from national secondary data sources, the city can cultivate its unique identity across six key dimensions: art, cuisine, music and festivals, tourism, design, and fashion. Developing these areas of cultural capital and wisdom could enhance local tourism, boost the quality of life for residents, and instill a sense of pride and connection to their hometown among the youth and future generations.