Thailand (Destova 2017). In contrast to the scale

Thailand 4.0It is an economic ‘model’ that is launched by NCOP junta government to make Thailand become economical competitive and rebrand Thailand as a well-prepared nation for digital-era, which focuses on “agriculture (Thailand 1.0), light industry (Thailand 2.0), and advanced industry (Thailand 3.0) to tackle challenges include “a middle income trap”, “an inequality trap”, and “an imbalanced trap”” (Royal Thai Embassy 2017). This project could be seen as an effort by the government to develop Thai soft power and nation branding through economic factors.  The objective of Thailand 4.0 is to promote  “Economic Prosperity, Social Well-being, Raising Human Values, and Environmental Protection” (Ibid 2017). Similarly to the aspects of nation branding introduced by Kalamova & Konrad,  the 4 objectives is linked with some of the Kalamova & Konrad features.  For instance,  Economic Prosperity with capital investment and governance, Social Well-being with People Raising Human Values: People, and Environmental Protection: governance. This program is disseminate through several platforms of media including infographic video, internet, and television. The way in which Thailand tries to promote itself through the use economical soft power to become stand out amongst neighbour countries to raise foreign by proving itself to be technologically superior (Destova 2017). In contrast to the scale size of the project, the actual plan is considered to be hollow and vague . This signifies the true intention behind this large economic plan, which is to rebrand and prove as the a legitimacy for the military Junta to hold on their power by insisting that changes in government would lead to obstruct to the plan, rather than focusing on the fact that they are proving to the global world that they are having a long-term economic plan  . Thailand disadvantagesSex TourismInclude history of sex tourismSex tourism means a tourist travelling to other countries solely to buy sexual services (Enloe, 1989). The history of sex tourism could be traced back to  Most sex tourism take place in brothels, restaurants, bars or massage parlours (R.Hanenberg & W. Rojanapithayakorn 1988). The services may vary from brothels to sex-phone, ping-pong shows, online brides, street prostitution to pornography (Nuttavuthisit, 2006). Several light district in Thailand such as Patpong, Soi Cowboy, Soi Nana , and Pattaya walking have become the main tourist attraction and landmark for sexual tourist to visit. This reputation even went so far that Bangkok is stated as ‘The capital of Thailand, a place often associated with prostitution ‘ by  the Longman Dictionary of English Language and Culture (1993), and in the Economist, volume 369 (December 2003) also mentioned ‘ throw a stone in Bangkok, and the chances are you will hit a gambler or a brothel goer’. Furthermore, it is also portrayed in the American film “The Hangover 2”, leaving a negative impact on Thai national projection, which eventually leads to current Thai prime minister Gen. Prayuth Chan-ocha stating that he is “ashamed” and wanted “to change this perception” ( San Diego Union Tribune 2018).


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