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Keywords: Soft power
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Journal Articles
Festival roles in fostering soft power: a case study of Bangkok, Thailand
Available to Purchase
International Journal of Event and Festival Management 1–18.
Published: 01 January 2026
...Montira Intason Purpose This study applied Vuving's (2009) soft power framework of benignity, brilliance and beauty to examine how festivals in Bangkok, Thailand, function as mechanisms for translating soft power into tangible outcomes of cultural diplomacy and destination branding. This study...
