The Potential and Challenges of Thai Cultural Capital in Driving the Creative Industry
Keywords:
Cultural Capital, Creative Industries, Potential and ChallengesAbstract
This qualitative research aimed to study the potential and challenges of Thai cultural capital in driving the creative industry in Thailand. The research employed documentary research and netnography as its methodologies. Documentary research focused on analyzing data from research reports, academic articles, and relevant policies. Netnography, on the other hand, emphasized collecting data from online communities related to the creative industry.
The research findings revealed that Thai cultural capital has high potential for adding value to the economy, society, and culture. It can be utilized in various forms, including storytelling, product creation, experience creation, brand building, cultural product development, cultural marketing, and cultural preservation and promotion. However, there are obstacles and challenges that need to be addressed, such as the lack of knowledge and understanding of cultural capital, the lack of government support, unequal access to technology, product designs that do not meet market demands, creating compelling stories relevant to the target audience, maintaining a balance between tradition and modernity in design, designing memorable experiences, communicating brand values, preserving cultural identity in product development, and measuring the effectiveness of cultural marketing strategies.
This research proposes guidelines for developing and promoting the utilization of cultural capital to drive Thailand's creative industry sustainably. The emphasis is on promoting awareness and understanding, developing knowledge and skills, fostering collaboration among relevant agencies, providing financial and technological support, and developing products and marketing strategies that meet market needs.
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