Trends in Five Soft Power Affective Thai Tourists’ Travel Decisions in Phra Nakorn Si Ayutthaya Province

Abstract

This study aimed to examine 1) the trends of five aspects of soft power influencing Thai tourists' decisions to visit Phra Nakhon Si Ayutthaya Province; and 2) the model of the five aspiects of soft power affecting Thai tourists’ decisions to visit Phra Nakhon Si Ayutthaya Province. This research employed a qualitative method using the grounded theory approach and the data were gathered through in-depth interviews with 17 key informants selected based on the criteria of being Thai tourists visiting Phra Nakhon Si Ayutthaya at least twice between 2021 and 2024. The data collection continued until saturation was reached and the triangulation method was used to validate the data, along with a review of primary and secondary documents. Content analysis was conducted, considering the context of the analyzed documents. The findings revealed that Thailand's five key soft power areas (5Fs), namely food, fashion, fight, film, and festival, significantly influence Thailand's tourism industry. These elements enhanced international recognition and served as essential tools for driving and developing the economy, generating substantial national revenue.  Particularly, food had proven to be a popular attraction for both Thai and foreign tourists, becoming a unique identity of Thailand. Additionally, the suitable model for promoting tourism in Phra Nakhon Si Ayutthaya Province was identified as festival organization, which could integrate other soft power areas. Also, the theoretical conclusion drawn from the in-depth interview showed seven areas influencing tourists’ decisions to visit Phra Nakhon Si Ayutthaya, including perception, identity, experiential creation, value creation, storytelling, activities, and marketing promotions. These main components were interlinked with tourism through the five soft power areas.