INFLUENCE OF SOFT POWER POLICY ON THAI TOURISTS' TRAVEL DECISIONS IN PATHUM THANI

Dechawat Kongkanoi; Rapeepun Taechapatanasakul; Rhada Wonglertkunakorn; Banpot Wiroonratch

doi:10.14456/tisr.2026.10

Authors

Dechawat KONGKANOI Rajapark Institute, Thailand
Rapeepun TAECHAPATANASAKUL University of Prince of Songkla, Thailand
Rhada WONGLERTKUNAKORN University of the Thai Chamber of Commerce, Thailand
Banpot WIROONRATCH University of Prince of Songkla, Thailand

DOI:

https://doi.org/10.14456/tisr.2026.10

Keywords:

Soft Power Policy, Tourist Decision-Making, Destination Competitiveness

Abstract

This study utilizes a sequential explanatory mixed-methods design to investigate the influence of Soft Power on Thai tourists' travel decisions regarding Pathum Thani Province. The research integrated qualitative netnographic analysis of 290 online reviews with a quantitative survey of 303 domestic tourists, applying consumer purchase decision-making theory. Qualitative findings systematically categorized Pathum Thani's Soft Power into eight distinct dimensions: tourism industry, Thai arts, design, sports, music, books, drama series, and fashion. Subsequent multiple regression analysis revealed that design, the tourism industry, and Thai arts are the most significant primary drivers influencing travel decisions. Furthermore, the tourist decision-making process is highly active, particularly in post-visit experience sharing and pre-visit information seeking. These empirical insights offer strategic recommendations for government cultural agencies and local tourism offices. By prioritizing design, cultural tourism, and Thai arts, regional stakeholders can formulate evidence-based promotional policies to effectively attract tourists and enhance sustainable destination competitiveness within Thailand.

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