Sports Diplomacy: Leveraging Thailand’s Weightlifting Success As a Soft Power Tool
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Abstract
In an era where nations increasingly employ non-traditional tools to enhance global influence, sports diplomacy has emerged as a significant medium for shaping national image, fostering international relations, and promoting cultural exchange. This study examines the strategic potential of Thailand’s weightlifting achievements as a tool of soft power to enhance international visibility and diplomatic influence. The research pursues three objectives: (1) to identify the effects of Thai weightlifting performances on national image and international perceptions, (2) to examine how weightlifting has fostered diplomatic and cultural relations, and (3) to propose effective strategies for leveraging weightlifting in Thailand’s public diplomacy. Employing a qualitative methodology, the study analyzes relevant documents and conducts semi-structured interviews with twelve Thai and international participants across four stakeholder groups.
The findings indicate that Thailand’s weightlifting success has significantly enhanced the nation’s global reputation by conveying Thai values and fostering direct people-to-people engagement in international sports diplomacy. Nevertheless, challenges persist, including the absence of a coordinated national sports diplomacy framework, limited strategic communication, and constrained international marketing capabilities. The study recommends an integrated national strategy for sports diplomacy, strengthened international communication, investment in multinational training infrastructure, and positioning Thailand as a regional knowledge hub in sports development. Strategically, establishing weightlifting as a flagship sport within Thailand’s broader soft power agenda can maximize its diplomatic and cultural impact. Overall, this research demonstrates that although weightlifting is not a traditional cultural sport, it holds substantial untapped potential to serve as an effective instrument of public diplomacy when supported by a coordinated and sustained strategic approach.
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References
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