Muay Thai Soft Power: Driving Government Policy by Used Cultural Influence

Abstract

This research article aims to study (1) perspectives, opinions, and the demand for soft power and the driving of public policy using the cultural influence of Muay Thai, and (2) guidelines and policy recommendations for utilizing the cultural influence of Muay Thai towards sustainable soft power. This study is qualitative research. The tools used in the research include interviews, and key informants include executives from Group ONE, heads of boxing camps, boxing camp managers, boxing promoters, Thai boxers, foreign boxers, representatives from the Ministry of Culture, and representatives from the Ministry of Tourism and Sports, totaling 11 people. Data analysis was conducted using content analysis methods, triangulation for data verification, and presented as an essay. The results of the study found that: 1) Muay Thai is a soft power that utilizes Thai cultural influence, well-known among foreign tourists. It is valued as a martial art that enhances physical fitness, serves as a relaxing and enjoyable activity, and fosters sportsmanship. Muay Thai is also recognized as Thailand's national sport. 2) The guidelines and policy recommendations for using the cultural influence of Muay Thai towards sustainable soft power suggest that the government should support budgets for small boxing camps in remote areas, provide opportunities for Thai boxers to develop their potential in coaching and management, organize world-class events that showcase Muay Thai culture, and invite tourists to come and observe and learn about Muay Thai, generating income for the country, which will lead to sustainable Muay Thai soft power.