Soft Power: Cultural Heritage to Promote Tourism of Phuket Province

Abstract

          The objectives of this research were to study cultural heritage for promoting tourism in Phuket province and to explore approaches for guidelines soft power from cultural heritage to promote tourism in Phuket province. The study employed phenomenological research methodology. Data was collected through in-depth interviews with 17 key informants. Research tools included the study of relevant concepts, theories, and research, as well as in-depth interview forms.

The researcher analyzed the data using descriptive analysis techniques. The research findings were as follows 1. Cultural heritage for promoting tourism in Phuket province consists of 8 main aspects: food, cinema, fashion, martial arts, festivals, beliefs and faith, folk culture, and architecture, 2. Approaches for creating soft power from cultural heritage to promote tourism in Phuket province require integration or cooperation among relevant agencies, including both government and private sectors. These entities should develop and promote the existing cultural heritage of Phuket province to create soft power for tourism promotion. Simultaneously, there must be efforts to conserve, preserve, and revitalize Phuket's cultural heritage, passing it on to future generations to ensure the continuation of knowledge.