Enhancing the Competitiveness of the Show Business Industry for Cultural Export as a Means of Creative Economy Development and Tourism Promotion in the Future New Normal Era: The Case of Thailand
Abstract
:1. Introduction
2. Research Purposes
- To study the alternative future scenario of Thailand’s cultural show business industry with respect to cultural export and the creative economy.
- To determine the competitive potential of Thailand’s show business industry by comparing it with the global show business industry.
- To examine market demands and behaviors within Thailand’s cultural show business industry for cultural export and the creative economy.
- To present a strategy for enhancing the competitive potential of the show business industry for cultural export, promoting a creative economy, and fostering tourism in the post-pandemic ‘Next Normal’ era.
3. Literature Review and Theoretical Framework
3.1. Development of Cultural Tourism in Thailand
3.2. Strategies for Elevating Thailand’s Tourism Industry
- (1)
- Developing tourism products and services based on unique local cultural assets and indigenous knowledge. This involves utilizing cultural heritage and traditions as a foundation for innovation, knowledge enhancement, technology, and design to create valuable and unique tourism offerings.
- (2)
- Fostering an environment conducive to promoting creativity for the development and advancement of tourism products and services. This includes initiatives such as research and development, innovation, investment promotion, building tourism business networks, communication, marketing, database development, and storytelling for tourists.
- (3)
- Ensuring that individuals involved in the tourism industry have the necessary skills and knowledge across the entire tourism supply chain. This includes areas like design, research and development, technological innovation, business management, and marketing. The goal is to create differentiation and excellence in products and services that align with market demands.
- (4)
- Encouraging the registration, protection, and utilization of intellectual property and local wisdom to support the development of creative and cultural tourism. This can help transform Thailand into a creative tourism hub at the regional level.
- (5)
- Promoting Thailand’s and each region’s uniqueness on the global stage by using creative and innovative media and encouraging storytelling that showcases the distinctiveness of each region and province through brand development and communication via popular marketing channels, targeting specific audiences.
3.3. Theoretical Framework
4. Research Methodology
5. Research Results
6. Discussion and Conclusions
- (1)
- Mass Show Tourism Industry: This scenario envisions significant growth in Thailand’s cultural and show business industry, with a large number of tourists and viewers traveling to Thailand to experience various cultural performances.
- (2)
- Exclusive Show Tourism Industry: In this scenario, the industry maintains steady growth, offering unique and novel experiences to tourists and viewers. It goes beyond entertainment, involving tourists and viewers as active participants in the cultural shows and performances.
- (3)
- New Mega Show Tourism Industry: This scenario depicts a decline and fragmentation of Thailand’s cultural and show business industry, with increased emphasis on collaboration with various business sectors, both domestically and internationally, at regional and sub-regional levels.
- Accelerating the promotion of market exploration and diverse marketing strategies.
- Elevating the physical viewing experience with a unique and appealing atmosphere.
- Fostering and driving innovation in technology and digital technology for efficient show presentations.
- Enhancing and promoting the integration of contemporary Thai culture into shows.
- Enhancing and promoting the development of skilled personnel in the show business industry.
- Strengthening the cooperation between sectors and relevant organizations in the show business industry.
- Promoting policies and strategies aligned with the creative economy across all levels.
- Promoting and implementing alternative future scenarios in the Thai show business industry to stimulate the creative economy and mitigate future impacts.
- Improving the quality of services and activities linked to the show business industry beyond expectations.
- Developing and utilizing effective business models that showcase the entire system efficiently.
7. Suggestions, Limitations, and Implications
7.1. Research Suggestions
- Academic dimension: Public and private sector organizations, communities, educational institutions, professors, students, and other interested parties can utilize the research findings for learning and expanding the knowledge around the development of tourism within Thailand. This should align with and cater to the needs of both Thai and international tourists in the performing arts industry. It aims to foster understanding and create new knowledge to enhance Thailand’s competitiveness in the performing arts industry. This, in turn, can be used to identify and address weaknesses in the industry, improve its competitive edge, and contribute to sustainable economic development and tourism in the country.
- Policy and strategy dimension: Relevant government and private sector agencies can use research data on strategies to enhance the competitive potential of the performing arts industry for cultural export. These data can serve as a fundamental basis for policymaking, strategic planning, and upgrading the cultural export potential. It is aimed at developing a creative economy, promoting sustainable tourism, increasing income, and revitalizing the nation’s economy. Additionally, this information can be used to support domestic resource development and encourage domestic spending, especially in times of crisis, instead of foreign tourism in the future.
- Economic dimension: Government, private sector, and community organizations can leverage research data on the behavior and needs of both Thai and international tourists as well as the potential and readiness of the Thai performing arts industry compared to its foreign counterparts. This can be used as a guide for providing quality services and products that cater to a wider range of tourists. It presents an opportunity to increase income for businesses, distribute revenue to communities and areas, and contribute to the post-crisis economic recovery of the country.
- Social, cultural, and community dimension: The communities and organizations involved should prioritize promoting the fusion of contemporary Thai cultural values with performances. This helps create an identity and cultural experience for tourists that align with the local and national context. Additionally, there should be an emphasis on creating a physically appealing and unique environment for tourists to experience these performances.
7.2. Limitations
- The study and data collection took place during the COVID-19 pandemic, an external factor that affected travel behavior and demands. After the spread of the COVID-19 virus decreased, the behavior and demands of both Thai and foreign tourists changed in more interesting dimensions. Therefore, in the future, more studies should be carried out on the behavior and demands of tourists in Thailand’s performing arts industry.
- Due to the severe spread of COVID-19 throughout Thailand, on-site data collection and subgroup meetings became inconvenient, leading to project delays. The researchers attempted to adhere to the project timeline, but there were some delays at certain stages.
- Additionally, the show business industry itself once ignored the inclusion of cultural components in shows, claiming that the industry is modern. When globalization plays a role in connecting the world together, cultural factors become more in demand for the sake of the tourists. As a result, entrepreneurs in the show business industry are now showing more interest in these once-neglected cultural aspects, connecting culture into the shows and igniting the interest of tourists who wish to visit the destinations shown in the show scenes.
7.3. Implications
- This study may be extended to other areas as well, including those with renowned show industries such as Phuket, Samui, Chiang Mai, and Chiang Rai. This expansion aims to provide additional perspectives in developing strategies to enhance the competitiveness of the performing arts industry in the context of cultural exports. The intention is to foster a creative economy and promote tourism in the era of the ‘new normal’ in future tourism.
- Other tools may be used for data analysis, both in terms of statistical tools and collaborative data collection methods. These could include observations, group discussions, Exploratory Factor Analysis (EFA), or identifying correlations with other data.
- A broader study may be conducted involving a more diverse group of data providers, covering various aspects of management, operational practices, and work procedures. This could encompass central and local government sectors, civil society organizations, associations, business owners, the general public, and local communities involved in the tourism sector, among others.
Author Contributions
Funding
Institutional Review Board Statement
Data Availability Statement
Conflicts of Interest
References
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Name of the Show Providers | Characteristics |
---|---|
(1) Tiffany’s Show | Tiffany’s Show is the first modern cabaret show in Thailand and the Southeast Asian region. It is the largest and most beautiful transvestite cabaret show in Asia, accommodating up to 550 people. It boasts state-of-the-art lighting, sound systems, and extravagant performances created by Jim McDonald, an experienced and globally awarded producer. The theater is designed with a primary focus on the safety and comfort of tourists, featuring international-standard security measures. |
(2) KAAN Show | The KAAN Show is Thailand’s latest live show project that is unlike any other. It combines live performances with a new cinematic and innovative format, blending the best stage performances with world-class technology. It draws inspiration from various classical literary works, adapting and creatively reimagining them. |
(3) Alcazar Cabaret Pattaya | The Alcazar Cabaret Show Pattaya is the biggest traditional cabaret show in Asia. Tourists can enjoy a complete show with music, costumes, dances, and a fully equipped stage featuring modern lighting, sound systems, and computer-controlled performances. It uses state-of-the-art DTS sound systems and boasts a modern architectural design. |
(4) Colosseum Show Pattaya | The Colosseum Show Pattaya takes its inspiration from the Colosseum, the iconic ancient Roman amphitheater known for its colossal size. This theater in Pattaya is designed to replicate the grandeur of the Colosseum while being a cabaret theater. It offers a clear view of the stage from every seat and is considered the largest cabaret theater in Pattaya. The Colosseum Show Pattaya combines the elements of cabaret and dance theater, creating distinctive and outstanding performances. The theater is equipped with modern stage systems, scenery, lighting, sound, and state-of-the-art technology. |
(5) Thai Alangkarn Theater | The Thai Alangkarn Theater is the best destination for tourists looking to experience the beauty and extravagance of Thai cultural arts. It features a show stage that incorporates history, art, and the rich culture of Thailand in a stunning performance. The theater is designed with a Thai touch and is the only theater built to accommodate panoramic performances. The stage is 70 m long, the longest in Thailand, and there is a 50 m water screen for projection. |
(6) Tuxedo Magic Theatre | Tuxedo Magic Theatre, also known as Tuxedo Magic Land, is the first magic theater in Thailand with Thai magicians performing on a global stage. The idea for this magic castle emerged from the dreams and determination of the Tuxedo Magic Land team. It is a comprehensive and complete hub for all things related to magic. Master Tuxedo and his team studied magic seriously in countries like China, Hong Kong, Japan, Singapore, Korea, and the United States. They started by winning the top position in the professional magic championship in Thailand in 2000 and later received the Master of International Magic Award from the Magic Society of Bangladesh at the International Magic Festival in 2005. |
Research Objectives | Research Methodology | Research Populations and Samples | Research Instrument | Data Collection | Data Analysis |
---|---|---|---|---|---|
| Qualitative research |
| Semi-structured in-depth interviews with experts and individuals with knowledge in the Thai cultural performance industry | The data collection of in-depth field data from both domestic and international sources | Coding analysis |
| Qualitative research |
| Semi-structured in-depth interviews with experts and entrepreneurs in the Thai cultural performance industry | Utilizing geographical data and conducting semi-structured in-depth interviews with experts and entrepreneurs in the Thai cultural performance industry who are engaged in cultural exports | Coding analysis |
| Quantitative research |
| Verified questionnaires containing (1) demographic information, (2) tourist behavior and psychology for on-site performances, (3) tourist behavior and psychology for online show performances, and (4) suggestions and additional comments | Survey using formatted online questionnaire to collect data from tourists with set criteria |
|
| Qualitative and quantitative research |
|
Issues | Thai Tourists | International Tourists | ||
---|---|---|---|---|
Results | Percentage (%) | Results | Percentage (%) | |
Demographic Data | ||||
1. Sex | Female | 70.0 | Female | 64.4 |
2. Age | 21–30 Years | 69.3 | 41–50 Years | 55.0 |
3. Marital Status | Single | 62.4 | Married | 64.6 |
4. Education | Bachelor’s degree | 78.5 | Bachelor’s degree | 74.8 |
5. Occupation | Private company employee | 43.6 | Private company employee | 44.9 |
6. Average Monthly Income | THB 20,001–30,000 | 42.5 | Over THB 50,001 | 65.2 |
7. Religion | Buddhist | 81.2 | Christian | 82.4 |
8. Hometown Region | Central | 45.6 | - | - |
Behavioral and psychological aspects of domestic tourists visiting the theater | ||||
1. Expenses when traveling to see shows | Booking, admission, and ticket fees | 56.5 | Ticket and vehicle rental fees | 30.4 |
2. Preferred day to see the shows | Weekends (Friday, Saturday, Sunday) | 59.3 | Vacation leave | 42.5 |
3. Preferred time to see the shows | 4:00 p.m.–7:59 p.m. | 92.5 | 4:00 p.m.–7:59 p.m. | 82.5 |
4. Seating zone or seating position to see the shows | Premium seat | 40.9 | VIP and VVIP seat | 51.5 |
5. Transportation method to see the shows | Private vehicle | 88.2 | Rental vehicle | 42.6 |
6. Staying overnight when seeing the shows | Yes | 96.8 | Yes | 100 |
7. Preferred accommodation when traveling to see the shows | 4-star hotel | 55.4 | 4-star hotel | 68.3 |
8. Planning time before traveling to see the shows | Avg. 10.4 days | - | Avg. 28.9 days | - |
9. Preferred channel to find information before traveling to see the shows | Smart phone/mobile phone | 83.2 | Smart phone/mobile phone | 55.3 |
10. Way to manage traveling to see the shows | Self-administration | 69.5 | Travel agents/travel operators | 72.2 |
11. Preferred traveling companion to see the shows | Family | 52.9 | Family | 61.5 |
12. The main purpose of traveling to see the shows | For new experiences | 52.0 | For new experiences | 40.8 |
13. The main factor influencing the decision to travel to see the shows | The distinctiveness of the different shows | 49.6 | The show’s reputation and popularity | 53.2 |
14. The factors that discourage travel to see the shows | Dirtiness and uncleanness of the place | 38.5 | Difficulties in accessing the venues | 32.1 |
15. The most expected feeling when traveling to see the shows | Surprising | 40.3 | Exciting | 52.6 |
16. Expected types of shows | Shows with innovation and modern technology | 43.5 | Shows with insertion of Thai cultures | 42.9 |
17. Possibility of referral after seeing the shows | Yes | 99.4 | Yes | 99.8 |
18. Possibility of repurchasing after seeing the shows | Yes | 98.5 | Yes | 99.5 |
19. Priority of activity in travel itinerary | Secondary | 87.4 | Secondary | 57.3 |
Behavioral and psychological aspects of domestic tourists when viewing online | ||||
1. Decision to view online shows | No | 65.3 | Yes | 55.0 |
2. Factors influencing or discouraging decision to view online shows | Price value | 52.4 | Unable to travel | 52.9 |
3. Preferred channel for viewing online shows | Theater’s direct websites | 58.4 | Platforms or applications | 62.4 |
4. Affordable price per view | Avg. THB 835 | - | Avg. THB 1978 | - |
5. Preferred form of payment when viewing online shows | Direct transfer or mobile banking | 64.8 | Credit or debit cards | 73.5 |
6. Appropriate range of time per viewing online shows | Avg. 1.69 hrs. | Avg. 1.82 hrs. | - | |
7. Preferred devices for viewing online shows | Desktop or laptop | 55.3 | Smart television | 40.5 |
8. Preferred genre of shows to view online | Fantasy | 56.9 | Action | 42.8 |
9. Preferred time to view the online shows | Weekends | 63.5 | Weekends | 58.9 |
10. Preferred companion when viewing online shows | Family | 41.9 | Family | 51.2 |
11. Reasons for choosing to view online shows | To relax and rest | 49.5 | To seek new experiences | 43.5 |
12. Reasons for not viewing online shows | Difficulties in access | 57.4 | Simple and repetitive | 40.5 |
13. Supporting factors for viewing online shows | Internet and Wi-Fi signal | 53.2 | Viewing devices | 70.8 |
14. Feeling after viewing online shows | Enjoyment and relaxation | 45.5 | Enjoyment and relaxation | 61.8 |
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Lee-Anant, C.; Choibamroong, T.; Srikhwan, B. Enhancing the Competitiveness of the Show Business Industry for Cultural Export as a Means of Creative Economy Development and Tourism Promotion in the Future New Normal Era: The Case of Thailand. Soc. Sci. 2023, 12, 690. https://doi.org/10.3390/socsci12120690
Lee-Anant C, Choibamroong T, Srikhwan B. Enhancing the Competitiveness of the Show Business Industry for Cultural Export as a Means of Creative Economy Development and Tourism Promotion in the Future New Normal Era: The Case of Thailand. Social Sciences. 2023; 12(12):690. https://doi.org/10.3390/socsci12120690
Chicago/Turabian StyleLee-Anant, Chayapoj, Therdchai Choibamroong, and Boonnawat Srikhwan. 2023. "Enhancing the Competitiveness of the Show Business Industry for Cultural Export as a Means of Creative Economy Development and Tourism Promotion in the Future New Normal Era: The Case of Thailand" Social Sciences 12, no. 12: 690. https://doi.org/10.3390/socsci12120690
APA StyleLee-Anant, C., Choibamroong, T., & Srikhwan, B. (2023). Enhancing the Competitiveness of the Show Business Industry for Cultural Export as a Means of Creative Economy Development and Tourism Promotion in the Future New Normal Era: The Case of Thailand. Social Sciences, 12(12), 690. https://doi.org/10.3390/socsci12120690