Confirmatory Factor Analysis of Thai Soft Power for Thailand Image Creation
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Abstract
This study aimed to examine the confirmatory components of soft power factors that contribute to enhancing the image of Thailand. A mixed-method research approach was employed. The study began with a qualitative phase, in which the core elements of soft power were identified through in-depth interviews. The findings from this phase were then used to construct a confirmatory factor model, which was subsequently tested using quantitative methods to assess the model’s goodness of fit with empirical data. The results of the confirmatory factor analysis revealed five key dimensions of soft power relevant to strengthening Thailand’s national image: food, film, fight, festivals, and fashion. These five components were represented by a total of twelve indicators. The structure was then further validated through a second qualitative phase, using expert-led focus group discussions to ensure theoretical consistency and contextual appropriateness.
The findings suggest that both the public and private sectors should recognize the strategic significance of leveraging Thailand’s valuable cultural assets through the lens of soft power. Such an approach can play a crucial role in enhancing the country's international image and driving national economic growth.
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