Mutelu: Cultural Phenomenon and Communication of Belief-based Businesses in the Digital Era towards Thai Soft Power

Abstract

         This academic article examines the phenomenon of Mutelu in the cultural context of communication and development of belief-based businesses in the digital era, including its potential to be promoted as Thailand's Soft Power. The study found that Mutelu beliefs have adapted to the digital age through the use of technology and online platforms for communication, giving rise to “digital Mu” behaviors that enable easier access to products and services through social media platforms. Mutelu has evolved into a significant traditional and cultural tourism phenomenon, connecting with beliefs, narratives, legends, and supernatural phenomena that align with local traditions and culture in various regions. The promotion of traditional and cultural tourism through Mutelu encompasses various approaches, including the development of tourist sites, organization of religious activities and ceremonies, utilization of online media for public relations, and creation of marketing campaigns to attract tourists. The research findings indicate that Mutelu businesses play a crucial role in positioning Thailand's Soft Power, with the potential to generate economic circulation, create National Branding, and attract both domestic and international tourists. The government has demonstrated interest and commitment to promoting this as a key strategy for developing a creative economy that harmoniously integrates Thai identity with globalization trends in a sustainable manner.