ITHM BU International Xthe Department of Cultural Promotion to Assign Real-World Challenges and Foster Thai Soft Power Learning

To integrate Thai cultural knowledge into teaching and learning, and to empower students as ambassadors in promoting Thai Soft Power through sustainable cultural tourism

Wed, 11 Mar 2026 | 272 views

ITHM BU International Xthe Department of Cultural Promotion to Assign Real-World Challenges and Foster Thai Soft Power Learning

The International Tourism and Hospitality Management program (ITHM), International College, in academic collaboration with the Department of Cultural Promotion, Ministry of Culture, assigned a real-world case study to students enrolled in THI203 Consumer Behavior in Tourism and Hospitality Industries. Students were given the opportunity to conduct field visits at cultural learning sites, including the Rattanakosin Exhibition Hall, Museum Siam, the Jim Thompson House Museum, and Hua Takhe Old Market. The initiative aims to integrate Thai cultural knowledge into the curriculum, empower students to serve as cultural heritage ambassadors for promoting cultural tourism, and drive broader recognition of Thailand's Soft Power. It also encourages students to practice real-world problem-solving and apply classroom theory to advance Thai cultural tourism.

The activity was led by Asst. Prof.Dr.Walaiporn Rewtrakunphaiboon, the course instructor, with support from senior executives of the Ministry of Culture, including K.Isara Rewtrakunphaiboon, Deputy Director of the Office of Contemporary Art and Culture, and K. Rungnapa Krasearn, Director of the Educational Network and Private Organization Promotion Group. The winning student team was honored to receive their award from K.Yaoawanit Tengtrirat, Director of the Special Affairs Support Group.

This collaboration marks another significant step in elevating the quality of teaching and learning, while sustainably promoting and building upon Thailand's rich cultural heritage.

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