From Past to Present: Thailand’s Soft Power in Promoting Cultural Tourism through the Transmission of the Four Necessities of Life in Koh Samui

Abstract

This study aims to (1) examine the historical development of the four fundamental aspects of local livelihoods—food, clothing, housing, and traditional Thai medicine—among the people of Koh Samui from the past to the present; (2) analyze the role of Thai soft power in promoting and transmitting cultural heritage associated with these four aspects; and (3) propose guidelines for applying soft power to achieve sustainable cultural tourism development in Koh Samui. This research adopts a qualitative research approach, employing in-depth interviews with 40 key informants selected through purposive sampling from four groups: local sages, tourism entrepreneurs, relevant public-sector representatives, and tourists. The data were analyzed using content analysis.
The findings reveal that (1) the development of the four aspects of local livelihoods in Koh Samui varies across dimensions. Traditional food practices continue to preserve their cultural identity, while clothing, handicrafts, and traditional Thai medicine are transmitted through community mechanisms and community enterprises. In contrast, housing patterns have undergone significant changes in response to economic and tourism development. (2) Soft power plays a crucial role in generating cultural attraction by leveraging local ways of life, beliefs, and indigenous knowledge, communicated through experiential activities and digital media to convey cultural values to visitors.
(3) The systematic application of soft power can enhance cultural heritage conservation, strengthen the image of cultural tourism, and generate economic value for local communities. The findings provide policy and practical implications for relevant stakeholders in promoting sustainable cultural tourism in Koh Samui, emphasizing community participation and digital communication as key drivers of long-term sustainability.