THE INFLUENCE OF THAI DRAMAS ELEMENTS ON TOURISM SOFT POWER IN THAILAND
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Abstract
This qualitative research aimed to study the influence of Thai drama components on tourism soft power in Thailand. The study gathered data from 10 purposively selected key informants with knowledge and experience in Thai drama filming location tourism and tourism service operators. A semi-structured interview guide was used as the research instrument, and data were analyzed using thematic analysis.
The key findings revealed that the main theme is the creation of shared experiences and inspiration through content and production, which was divided into four sub-themes: 1) the portrayal of beautiful locations and imagery; 2) storylines and performances that create emotional engagement, with well-written scripts that resonate with audiences and skilled actors who build connection and emotional resonance; 3) the use of meaningful language and soundtrack, with natural and emotionally expressive dialogue and story-linked music that build connection and emotional engagement; and 4) the desire to visit and experience real filming locations. All these components collectively lead to the desire to be a part of the story and travel to actual filming sites. The research also found that visual factors (spectacle), such as famous tourist attractions and realistic filming techniques, significantly influenced travel decision-making. Overall, this research demonstrated that Thai dramas have the potential to be a powerful tool for driving tourism. The various elements present in dramas, including the use of real filming locations, the portrayal of local culture and wisdom, and the influence of actors and their fan bases, all contribute to inspiring and stimulating drama-induced tourism behavior. Therefore, tourism operators and related agencies can effectively utilize Thai dramas as a marketing tool to add value to tourist attractions and drive the national economy.
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บทความทุกเรื่องได้รับการตรวจความถูกต้องทางวิชาการโดยผู้ทรงคุณวุฒิ ทรรศนะและข้อคิดเห็นในบทความ Journal of Global of Perspectives in Humanities and Social Sciences (J-GPHSS) มิใช่เป็นทรรศนะและความคิดของผู้จัดทำจึงมิใช่ความรับผิดชอบของบัณฑิตวิทยาลัย มหาวิทยาลัยราชภัฏวไลยอลงกรณ์ ในพระบรมราชูปถัมภ์ กองบรรณาธิการไม่สงวนสิทธิ์การคัดลอก แต่ให้อ้างอิงแหล่งที่มา
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