ANALISIS STRATEGI TOURISM AUTHORITY OF THAILAND DALAM MENINGKATKAN PARIWISATA NASIONAL THAILAND PADA TAHUN 2015–2019
DOI:
https://doi.org/10.62281/v3i6.2398Keywords:
Diplomasi Budaya, Pariwisata Thailand, Soft power, Strategi Pariwisata, TATAbstract
Artikel ini membahas kontribusi signifikan yang diberikan oleh Tourism Authority of Thailand (TAT) dalam membangkitkan kembali sektor pariwisata nasional pasca konflik politik dan insiden keamanan pada tahun 2014–2015. Dengan menerapkan pendekatan deskriptif kualitatif, studi ini menelaah sejumlah dokumen resmi pemerintah, laporan organisasi pariwisata internasional, dan juga arsip publik lainnya melalui teknik interpretasi. Hasil dari analisis ini menunjukkan bahwa kebijakan strategis TAT, termasuk program “Amazing Thailand” dan “Open to the New Shades”, mampu meningkatkan jumlah kunjungan wisatawan internasional secara signifikan dan memperluas jangkauan promosi ke wilayah yang sebelumnya kurang terekspos. Upaya tersebut berkontribusi terhadap peningkatan citra Thailand di mata dunia dan memperkokoh ketahanan ekonomi negara. Selain sebagai promotor pariwisata, TAT juga menjalankan fungsi diplomatik melalui pendekatan soft power yang dikaitkan dengan kepentingan nasional. Penelitian ini menyimpulkan bahwa integrasi antara strategi pariwisata, promosi budaya, serta penerapan kebijakan pariwisata berkelanjutan berpotensi besar untuk memperkuat relasi internasional dan pembangunan ekonomi Thailand secara berkelanjutan.
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