The marketing strategy for Buddhist tourism based on faith and belief in relation to Thailand’s soft power model

บทคัดย่อ

This academic article aims to investigate the marketing strategies for Buddhist
tourism, emphasizing the utilization of faith and belief in the context of
Thailand’s soft power model. Through a comprehensive literature review,
the study systematically collects and analyses secondary data from various
sources, including scholarly literature, theories, articles, and previous research.
It presents an exploration of national competitiveness enhancement through the
promotion of creative works within different regions, characterized by elements
of soft power. The article examines the concept of soft power in Buddhist
tourism, proposing that faith and belief serve as fundamental determinants.
Furthermore, it outlines the marketing strategies for Buddhist tourism utilizing
the 7 P’s framework, which includes Product, Price, Place, Promotion,
People, Process/Presentation, and Physical Evidence. The analysis suggests
that integrating marketing mix concepts and brand awareness strategies can
facilitate a deeper understanding of the marketing approaches employed in
Buddhist tourism, driven by faith and belief in alignment with Thailand’s soft
power model.