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

The tourism industry is considered the greatest economic generator in Thailand. Nonetheless, the impact of the COVID-19 pandemic thoroughly shifted its image of tourism stability and trustworthiness. The show business industry is an element of Thai tourism that attracts more than a million tourists nationwide. The show business industry not only attracts quality multinational tourists as visitors, but also indirectly establishes ‘soft power’ with audiences. This research aimed to (1) study the alternative future scenario of Thailand’s cultural show business industry with respect to cultural export and the creative economy; (2) determine the competitive potential of Thailand’s show business industry by comparing it with the global show business industry; (3) examine the market demands and behaviors within Thailand’s cultural show business industry for cultural export and the creative economy; and (4) present a strategy for elevating the competitive potential of the show business industry for cultural export, promoting a creative economy and fostering tourism in the post-pandemic ‘New Normal’ era. The results of this study found that the ‘Alternative Future Scenario’ of Thailand’s cultural performance industry with respect to cultural exports and the creative economy consists of three scenarios: (1) a mass show business tourism industry, (2) an exclusive show business tourism industry, and (3) a new mega show business tourism industry. It also revealed the competitive potential of the Thai show business industry. By comparing it with the international performing arts industry in terms of competitiveness, it was found that the show business industry in Thailand meets world-class standards. Given its clear, outstanding, and unique culture and traditions, Thailand is ready to serve as a major cultural exporter via cultural performance. Furthermore, the data analysis revealed a total of 10 significant strategies for enhancing the competitiveness of the show business industry in Thailand.