Abstract
The study aims to determine the influence of soft power on tourism arrivals using unbalanced panel data from 56 countries around the world from 2020 to 2022. The analysis used the Fixed Effect and Random Effect models with the Generalized Least Square Regression method (GLS). The data used in the analysis includes the Global Soft Power Index and the number of inbound tourism arrivals. The result from the Hausman test found that the fixed effect is more appropriate than the random effect. The Soft Power index has a positive effect on the number of inbound tourist arrivals. Hence, soft power accompanies the results of its creation in other respects. It helps to connect the country’s values with international values through improving tourism to attract tourism demand.
Presenters
Sakkarin NonthapotAssociate Professor, Social Sciences, Faculty of Interdisciplinary Studies, Khon Kaen University, Nong Khai, Thailand
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Changing Dimensions of Contemporary Leisure
KEYWORDS
Soft power, Internation tourism, Tourism demand, Inbound tourism
