Influencing Factors for Cultural Soft Power Management towards Sustainability of Thailand
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Abstract
The purpose of this research was to study: (1) the level of management factors, soft power, culture, and sustainability; (2) factors influencing Thailand's cultural soft power; and (3) to present Thailand's cultural soft power management model towards sustainability. This research is a mixed-methods study using a sample of cultural business entrepreneurs in 4 regions of Thailand and high-level government executives in the Northern Region. Northeast Region the Central and Southern regions have high potential for cultural business operations, with a total of 250 samples. There is a process for creating primary and secondary tools and collecting data. Use an estimation scale to measure accuracy. Confidence was measured by two-step sampling and simple sampling to reiterate the causal model.
The results showed that (1) management, power, culture, and sustainability were all at a high level, and (2) the subjects analysed were cultural business entrepreneurs in the four regions of Thailand and high-level government executives in the area. The harmonicity index values were X2/df = 2.845, RMSEA = 0.073, and RMR = 0.037, indicating that the influence of all factors affects the sustainability potential of cultural power, and (3) cultural business entrepreneurs in four regions of Thailand and high-level government executives in the area. It has the ability to manage Thailand's cultural power towards sustainability, which is considered the highlight of cultural business entrepreneurs in the four regions of Thailand and high-level government executives.
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