NATION BRANDING THAILAND MELALUI EVENT INTERNATIONAL THUDONG 2023
Abstract
This study aims to analyze Thailand’s nation branding strategy implemented through the International Thudong event held in 2023. Thudong is a pilgrimage tradition involving Thai monks’ journeys across regions as part of their spiritual and meditative practices. As a nation branding effort, this event was initiated to improve Thailand’s image, often associated with the sex tourism industry and political instability. Employing a qualitative descriptive method, this study explores Thudong’s role in creating a positive international perception of Thailand. Findings indicate that the International Thudong enables Thailand to project its profound spiritual and cultural values, resonating with Buddhist principles of peace, self-control, and devotion to others. Through this event, Thailand successfully communicates its identity as a peaceful spiritual center in Southeast Asia, underscoring the nation’s commitment to preserving and promoting its cultural heritage. Thudong also positively impacts culture and religious tourism, attracting international visitors interested in spiritual experiences and a deeper understanding of Thai culture. In the long term, this religion-based nation branding approach is considered effective as a soft power strategy, enhancing Thailand’s global positioning without relying on conventional diplomatic tools. By employing cultural diplomacy through Thudong, Thailand demonstrates that spiritual and cultural activities can serve as powerful tools to build strong cross-cultural understanding. The study recommends that Thailand further develop Thudong as an annual agenda integrated with cultural diplomacy programs, utilize digital media to expand its global reach, and foster collaborations with other countries sharing similar cultural and religious values. With these strategies, Thailand can continuously strengthen its positive image as a nation prioritizing peace, harmony, and commitment to traditional cultural preservation on the global stage.
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