Chapter 8: Soft Power Strategies in Destination Attractiveness

Soft power signifies a destination’s capacity to attract tourists through its cultural richness, heritage, and appealing values. This chapter examines the demand- and supply-side perspectives of the tourism industry of Phuket to evaluate the potential transformation of soft power into a competitive marketing advantage. An interpretive case study design is employed as the methodological framework for this investigation. The findings affirm that tourists value the natural environment, beaches, and cultural attractions. Still, there is a notable concern among tourism operators about a lack of differentiation tactics and strategic positioning in Phuket. Theoretical and practical implications for researchers and policymakers are discussed.