MARKETING COMMUNICATION FOR VISUAL ARTS MARKET IN THAILAND

Abstract

This research study on the Marketing Communication for Visual Arts Market in Thailand had 2 objectives as following 1) to study the environment of marketing communications for visual arts in Thailand and 2) to study the direction and trend of marketing communications for visual arts align with the national strategy and the creative economy. This research utilized a qualitative method, collecting data through in-depth interviews with 35 participants divided into 4 groups selected through snowball sampling. Data collection tools included 1) unstructured interview forms, 2) interview data recording forms, and 3) an interview recording device. Descriptive data analysis was conducted to analyze the data. The research findings revealed that the environment of marketing communication for visual arts in Thailand can be categorized into three main aspects: First, government policy, particularly the Creative Economy Policy, is being implemented in accordance with the 20-year National Strategy Plan (2018-2037). Public museums in Thailand are aligning their operations with this policy to promote the country's creative industries. Second, the environment supporting the visual arts market is influenced by technological factors, while the hindrance to the market's growth stems from the perception within the country that art is a luxury. Third, marketing communication in the visual arts sector in Thailand is rapidly evolving due to technological advancements, necessitating that professionals in the art market adapt by employing integrated marketing communication (IMC) tools. Through agencies promoting the creative economy, the government is also using experiential marketing communication through a four-dimensional experiential approach. This leads to the projection that future trends in marketing communication for visual arts in Thailand will increasingly utilize IMC tools via online platforms with diverse content formats. The incorporation of digital technologies and various techniques will facilitate this transition, replacing traditional print media with digital and technological means. Artworks will be presented more as commodities, and the demographics of art industry professionals, collectors, and viewers will trend younger.