Why has Thailand heavily promoted international location shooting over the past two decades, and how effective are these policies in advancing the Creative Economy and Soft Power? Positioned at the intersection of film studies, cultural policy, and creative space, this study examines how Thai state strategies frame audiovisual production as both a cultural and economic development tool. Central to this approach is the assumption that screen media can convert global audiences into travelers through "filmtourism" or "filmtination", enhancing national visibility and economic value. The study employs qualitative content analysis of policy documents, governmental promotional materials, and 25 selected films, including Hollywood productions, streaming series, Thai cinema, and animation. The findings indicate that policy discourse emphasizes place branding, tourism stimulation, and Thailand’s ambition to become a regional production hub, highlighting diverse landscapes, skilled labor, and cost competitiveness. However, the analysis reveals persistent structural challenges. These include fragmented inter-agency coordination that limits the effectiveness of the promised “one-stop service” for foreign productions; incentive schemes that inadequately appeal to overseas productions; limited benefits for local filmmakers and non-tourism creative sectors; uneven collaboration with local governments and communities; and the absence of an integrated database to support strategic planning. The study argues that to enhance Thailand’s long-term competitiveness, policy frameworks should move beyond attraction-based incentives toward integrated governance, stronger data infrastructures, and deeper support for local creative ecosystems. This research contributes to Humanities and Arts scholarship by critically examining the operation and limits of Soft Power through screen production in Southeast Asia.

Authors:
Alongkorn Parivudhiphongs, Chulalongkorn University, Thailand

About the Presenter(s)
Assoc. Prof. Dr. Alongkorn Parivudhiphongs (AL) is Deputy Dean for Research and International Affairs at the Faculty of Communication Arts, Chulalongkorn University. His research and teaching focus on new media, digital culture, communication policy, and cyberpsychology. He previously served as Assistant to the President (2016–2020), overseeing public communication, social engagement, and international relations. With over two decades of experience in journalism—as a reporter, feature writer, and media critic for The Bangkok Post—he continues to contribute as a freelance writer. He also served on the executive board of Chula Radio Plus and produced an educational TV program (2017–2020). He serves as an expert on the Royal Society's Contemporary Media Dictionary and was a sub-committee member at Thailand’s National Broadcasting and Telecommunications Commission (NBTC), where he focused on media content and self-regulation. With extensive international exposure and strong industry networks, he actively engages in media innovation and global academic collaboration.

Connect on Linkedin
https://www.linkedin.com/in/alongkorn-al-parivudhiphongs-666766316/

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