The Level of Awareness of the Thai Government’s Soft Power Policy Among Foreign Tourist in Bangkok.

Abstract

       The objective of this study is as follows: 1) To study the level of awareness of the thai government’s Soft Power Policy among foreign tourist in bangkok. 2) Compare the awareness of the thai government’s Soft Power Policy among foreign tourist in bangkok based on personal factors. 3) Study the relationship between the perception of the 5F policy and “One Family One Soft Power” and the 11 Creative Industries, with the perception of thai government’s Soft Power Policy among foreign tourist in Bangkok. This is an Quantitative Research.  The sample group consisted of 400 foreign tourists. A questionnaire was used for data collection. The data were analyzed using One-Way ANOVA and Pearson’s Correlation Coefficient.

       The research findings indicate that, gender, age, and occupation, and monthly income have no effect on the level of awareness of the soft power policy among foreign tourists. In contrast, region and frequency of travel to Thailand had an effect on the level of awareness of the soft power policy. Regarding the perception of the 5F policy: Food, Fashion, Fight, Festival and Film  show a moderate and positive correlation with the level of awareness of the soft power policy. Among these, the aspects related to Thai textiles and fashion design, as well as festivals, show higher correlation coefficients compared to the others. As for the perception of the "One Family One Soft Power" policy and the 11 creative industries, show a moderate and positive correlation with the the level of awareness of the soft power policy.  However, the food industry and tourism industry exhibit a lower level of correlation, though still in the same positive direction.