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PUBLISHED DATE: - 03-08-2024
https://doi.org/10.37547/tajiir/ NICSPEEP-2024-01-12
BEAUTY ECONOMY IN THAILAND: PHENOMENON,
INFLUENCE AND FUTURE DEVELOPMENT
Linfan
College of Management, National Sun Yat-sen University, Kaohsiung City 804, Taiwan
Email: -
Lavanchawee Sujarittanonta
Faculty of Science and Technology, Rajamangala University of Technology Phra Nakhon
(RMUTP), Bangkok 10800, Thailand
INTRODUCTION
Definition of the “beauty economy”
The beauty economy in Thailand finds expression
in various domains, each with its distinct set of
implications (Kim 2016):
(1) Entertainment Industry: The beauty of
entertainers, actors, models, and more often
garners
heightened
popularity,
as
their
appearances attract larger audiences and devoted
fans.
(2) Media and Advertisements: Showing beautiful
individuals in advertisements and media serves to
captivate viewers, enhance brand visibility, and
elevate product exposure.
(3) Social Media: Personal beauty often translates
into a significant following on social media
platforms,
unlocking
lucrative
business
opportunities and advertising collaborations.
(4) Personal Image and Career: Beauty exerts a
positive influence on the development of specific
careers and industries, such as sales, public
RESEARCH ARTICLE
Open Access
Abstract
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relations, hosting, and more.
Through this article, we aim to provide a nuanced
understanding of the beauty economy in Thailand,
exploring its multifaceted roles in various sectors
and its broader implications for society, culture,
and economic development. Additionally, we will
offer insights and suggestions for promoting the
healthy and sustainable development of this
remarkable economic phenomenon.
The rise of beauty economy in Thailand
Thailand, with its abundance of cultural treasures
and thriving tourism industry, stands as a prime
example of the growing significance of the beauty
economy in the region. This phenomenon has
manifested itself across various sectors, each
contributing to the burgeoning influence of beauty
in Thailand's economic landscape (Laohasiriwong
2010).
(1)
Entertainment
Industry:
Thailand's
entertainment sector has experienced remarkable
growth, encompassing movies, TV dramas, music,
and fashion. In this dynamic industry, the allure of
beautiful entertainers, models, and stars often
paves the way to heightened attention and success.
(2) Tourism: As a highly sought-after tourist
destination, Thailand welcomes a substantial influx
of visitors annually. Within the tourism industry,
beautiful Thai women hold pivotal roles as tour
guides, hotel receptionists, and entertainment
performers, captivating tourists and enhancing
their experiences.
(3) Social Media and Network Influence: The
advent of social media has revolutionised the way
beauty influences are perceived. Personal beauty
now commands a significant online presence,
amassing devoted followers and fan bases. This
digital prominence translates into opportunities
for business cooperation and sponsorship, forging
a bridge between beauty and commerce.
(4) Beauty Industry: Thailand boasts a well-
developed beauty care industry, offering a plethora
of services, including plastic surgery and beauty
enhancements. This industry not only caters to
local demands but also attracts clients from around
the world, reinforcing the symbiotic relationship
between the beauty economy and the beauty
industry.
As we delve deeper into the intricacies of the Thai
beauty economy, we will unravel the profound
impact of beauty in each of these domains,
showcasing its role in fostering economic growth,
cultural influence, and societal transformations.
LITERATURE REVIEW
2.1 Buddhism and Thai Culture
Thailand, a nation steeped in history, boasts a
unique and profoundly rich cultural heritage.
Central to this heritage is the profound influence of
Buddhism and the enduring presence of royalty.
Buddhism has left an indelible mark on Thai
society, shaping the way of life for its people.
Temples and revered monks are ubiquitous in
Thailand, serving as spiritual anchors in the lives of
its citizens (Zheng Yali, 2020).
This cultural influence extends beyond religious
practices, permeating various aspects of Thai life.
Traditional art forms, including dance, music,
painting, and sculpture, provide a canvas for the
expression of Thai culture. Similarly, the culinary
arts reflect the intricate flavours and culinary
traditions unique to Thailand. Traditional clothing,
such as the iconic chut thai, mirrors the nation's
cultural identity, with its vibrant colours and
intricate designs.
2.2 Colour Metaphors in Thai Culture
Within the rich tapestry of Thai culture, colour
metaphors hold a significant role in shaping moral
concepts and societal values. Colors often carry
symbolic meanings, and Thai society interprets and
symbolises colours in ways distinct from other
cultures (Punjaisri and Evans 2009).
(a) Yellow:
In Thai culture, the colour yellow holds immense
significance. It is intricately associated with the
royal family and monarchs, rendering it a sacred
and noble hue. The Thai royal family commands
profound respect and reverence, and yellow is
employed extensively during occasions linked to
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the royal family and state affairs. From a moral
perspective, yellow also symbolises virtue,
righteousness, and integrity. It is emblematic of
high moral standards and ethical behaviour.
(b) White:
White, in Thai culture, represents purity,
innocence, and decorum. It is often worn to signify
incorruptibility and selflessness, particularly
during religious ceremonies and rituals. In the
context of virtuous monks, white attire epitomises
moral conduct and spiritual devotion. White serves
as a visual embodiment of moral purity and
virtuous living.
(c) Red:
The colour red in Thailand is closely associated
with love, passion, and courage. In various Thai
cultural traditions, red is believed to ward off
malevolent spirits and avert disasters. This vibrant
hue carries connotations of enthusiasm and a
positive outlook on life, aligning it with themes of
love and courage in moral contexts.
Colour metaphors within Thai culture play a
pivotal role in conveying moral concepts,
symbolising virtues, and reflecting the nation's
unique cultural values.
2.3. Tourism in Thailand
The impact of tourism in Thailand on local society
and culture is very significant and complex. In
terms of economic development, Thailand is a
country that is an important source of income from
tourism, and the development of tourism has an
important impact on the local economy. The
prosperity of the tourism industry can create
employment
opportunities,
promote
the
development of the local economy and improve the
quality of life of local residents; in terms of social
and cultural impact, Thailand is a multicultural
country, and the development of tourism activities
is conducive to the interaction between different
cultures (Tangtrongbenchasil and Malarvizhi
2015).
However, tourists may also have an impact and
damage to local culture, such as changes to local
traditional buildings and interference with the
lifestyle of local residents. Thailand attaches great
importance to the inheritance of traditional
festivals and traditional customs. Through the
annual celebrations of the Songkran Festival and
the Loy Krathong Festival, we will vigorously
promote the traditional Thai culture and attract
more Chinese tourists to participate in the
activities. At the same time, it will combine
Thailand's diversified tourism culture for
repackaging, adding more interesting interactive
entertainment elements, and packaging traditional
festivals into carnival parties that attract
international tourists. The success of tourism
activities is mainly due to two advantages.
First, Thai culture can be well integrated with the
development of tourism, and the brand effect of
Thailand tourism is obvious. The second is the
diversification of brand communication channels.
Thailand's folk festival tourism activities focus on
publicity and planning, using advertising, public
relations and other publicity methods to
disseminate detailed tourism product information
to stimulate tourists' consumption desires and
behaviors (Fei Xinyi, 2022). Lin Jiaze, National
Tourism Administration of Thailand: Create a
world-class tourist destination with the integrated
development of "tourism +" industry.
The impact of tourism on Thailand's local society
and culture is a complex and significant
phenomenon, encompassing both economic
development and social-cultural interactions. In
terms of economic growth, Thailand stands as a
pivotal global destination for tourism, and the
industry plays a vital role in the country's economic
landscape. The thriving tourism sector generates
income, employment opportunities, and an
improved quality of life for local residents. The
prosperity of this industry, with its diverse
attractions, contributes substantially to the local
economy.
Yet, the cultural and social dimensions of tourism
are equally significant. Thailand's multicultural
identity fosters a rich tapestry of traditions, making
the country an inviting host for visitors from across
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the globe. Tourism provides a platform for cross-
cultural interaction, fostering understanding and
integration
among
diverse
communities.
Celebrations of traditional Thai festivals, such as
the Songkran Festival and Loy Krathong Festival,
serve as vital mechanisms for preserving and
promoting Thai cultural heritage. These annual
events not only reinforce traditional customs but
also attract international tourists, facilitating
cultural exchange.
However, it is essential to acknowledge the
potential challenges posed by tourism. While the
influx of visitors can bolster the local economy, it
may also lead to unintended consequences. The
changes in the architectural landscape and
alterations in the lifestyles of local residents can
disrupt the fabric of communities and impact
traditional ways of life. Recognizing the importance
of preserving cultural heritage, Thailand has taken
proactive steps to safeguard its traditions and
customs while leveraging tourism for cultural
enrichment.
One noteworthy approach involves reimagining
traditional festivals as vibrant, international
celebrations. By repackaging these festivals with
interactive entertainment elements, Thailand
transforms them into festive gatherings that appeal
to global tourists. The success of these tourism
initiatives can be attributed to two key factors: the
seamless integration of Thai culture into the
tourism
industry
and
the
diversified
communication channels employed in promotion.
Utilizing advertising, public relations, and other
marketing strategies, Thailand disseminates
detailed information about tourism products,
igniting the desire and behavior for consumption
among tourists (Fei Xinyi, 2022).
So Thailand's tourism industry embodies a delicate
balance between economic advancement and
cultural preservation. It serves as a powerful tool
for enriching local economies and fostering
cultural exchange, all while addressing the
challenges to local traditions with innovative
solutions. By skillfully integrating Thai culture into
tourism and adopting varied communication
methods, Thailand continues to cultivate its
reputation as a world-class tourist destination,
embracing the integrated development of the
"tourism +" industry (Lin Jiaze, National Tourism
Administration of Thailand).
2.4. The Role of Thai Women in Society
Women in Thailand occupy a significant and
influential position in society. Remarkably, they
enjoy equal legal status with men
—
a distinction
that sets Thailand apart from many other Asian
countries. However, it is crucial to acknowledge
that gender inequalities persist, particularly in
employment and political representation (Jie
Yachao, 2021). Despite these challenges, Thai
women continue to play pivotal roles in various
social and economic activities, notably within the
realms of agriculture and household management.
In the realm of film arts, the portrayal of female
characters holds immense importance in shaping
narratives and reflecting societal values. Thai
cinema, with its distinctive cultural characteristics,
has carved out a noteworthy place within the realm
of Asian films. The evolution of Thai films can be
traced through two significant developments
(Rommanee andChalermchat 2014).
First, the post-World War II era marked a period of
relative societal stability, bolstered by support
from the United States. This era, spanning over 40
years, is often referred to as the "golden age" of
Thai cinema. It witnessed the growth and
prosperity of Thai films, contributing to the
nation's cinematic legacy.
Second, the rapid economic development driven by
China's "One Belt, One Road" policy has catalyzed
Thailand's film industry, ushering it into a
multicultural era. In the 21st century, Thai love
movies have undergone a transformative evolution
in their portrayal of female characters. What began
as imitation has evolved into self-breakthrough,
ultimately
culminating
in
unconventional
depictions. No longer relegated to marginal roles,
female characters in Thai cinema have emerged as
powerful and multidimensional figures, endowed
with thoughts, ideas, and the capacity for
independence (Jieya Super, 2021).
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In conclusion, Thai women's influence extends far
beyond societal roles. They are instrumental in
shaping the cultural landscape, whether through
their pivotal roles in the household economy or the
changing narratives in Thai cinema. While gender
inequalities persist, Thai women's evolving status
and representation in society and the arts continue
to challenge traditional norms, paving the way for
a more inclusive and diverse future (Srisurat
2017).
Kathoey is a unique cultural phenomenon in
Thailand, also known as the third gender in
Thailand. A shemale is a person who is biologically
male but self-identifies as female. Ladyboys are
widely accepted in Thailand and play a variety of
roles in society and the entertainment industry,
including performing artists, entertainment show
participants and models. According to the 2015
research report of the Tourism Authority of
Thailand, watching the ladyboy show in Thailand is
one of the most popular tourist activities for
Chinese tourists, especially in Bangkok, Pattaya
and Phuket. At the same time, according to the
Thailand Tiffany Show Theater The survey report
also shows that the tour groups of Chinese tourists
go to Thailand to watch the most ladyboy shows, an
increase of 16% over 2015. In this case, Thailand,
which is located in the southwest of China, has an
increasing influence on China, and more and more
tourist destinations choose Thailand. (Zhou Yaling
(Sribusdi, 2016)
In general, Thailand's culture, economy, tourism,
women and ladyboys are all important areas of
research to help people better understand this
diverse and unique country.
THEORETICAL FRAMEWORK
Our
theoretical
framework
presents
a
comprehensive examination of mediator variables
and their potential role in understanding the
relationship between beauty (independent
variable) and various dependent variables.
Confidence as a Mediator:
Independent Variable: Beauty
Dependent Variables: Attractiveness, Mental
Health
Mediator Variable: Confidence
Hypothesis: Beauty influences attractiveness and
mental health through its impact on an individual's
confidence. Higher beauty scores lead to increased
confidence, thereby enhancing attractiveness and
mental health.
Self-esteem as a Mediator:
Independent Variable: Beauty
Dependent Variables: Career Success, Mental
Health
Mediator Variable: Self-esteem
Hypothesis: Beauty contributes to career success
and mental health by influencing an individual's
self-esteem. Higher beauty scores are associated
with higher self-esteem, which positively affects
career success and mental well-being.
Social Skills as a Mediator:
Independent Variable: Beauty
Dependent Variables: Social Network, Relationship
Quality
Mediator Variable: Social Skills
Hypothesis: Beauty impacts social network size
and relationship quality through its influence on an
individual's social skills. Higher beauty scores
correlate with improved social skills, leading to
stronger social networks and better relationships.
Health Awareness as a Mediator:
Independent Variable: Beauty
Dependent Variable: Mental Health
Mediator Variable: Health Awareness
Hypothesis: Beauty's effect on mental health may
be mediated by an individual's health awareness.
Higher beauty scores may contribute to greater
health awareness, which, in turn, enhances mental
well-being.
Self-efficacy as a Mediator:
Independent Variable: Beauty
Dependent Variable: Career Success
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Mediator Variable: Self-efficacy
Hypothesis: Beauty's impact on career success may
be mediated by self-efficacy. Individuals with
higher beauty scores may exhibit greater self-
efficacy, leading to increased professional success.
Consumption Concept as a Mediator:
Independent Variable: Beauty
Dependent Variable: Consumption Behaviour
Mediator Variable: Consumption Concept
Hypothesis: Beauty may influence consumption
behaviour through its impact on an individual's
consumption concept. Individuals with higher
beauty scores may exhibit different consumption
concepts, resulting in distinct consumption
behaviours.
Moderators
By incorporating moderator variables into our
theoretical framework, we acknowledge the
nuanced nature of the relationships between
beauty and dependent variables.
1. Age as a Moderator:
Moderator Variable: Age
Independent Variable: Beauty
Dependent Variables: Attractiveness, Mental
Health
Hypothesis: Age may serve as a moderator,
influencing the relationship between beauty and
attractiveness as well as beauty and mental health.
The impact of beauty on these variables may vary
across different age groups.
2. Cultural Background as a Moderator:
Moderator Variable: Cultural Background
Independent Variable: Beauty
Dependent Variables: Career Success, Social
Network
Hypothesis: Cultural background can act as a
moderator, altering the association between
beauty and career success, as well as beauty and
social network. Diverse cultural backgrounds may
lead to distinct definitions and values assigned to
beauty, impacting these relationships.
3. Socioeconomic Status as a Moderator:
Moderator Variable: Socioeconomic Status
Independent Variable: Beauty
Dependent Variables: Consumer Behavior, Mental
Health
Hypothesis: Socioeconomic status may function as
a moderator, affecting the relationship between
beauty and consumer behavior, as well as beauty
and mental health. Variations in socioeconomic
status may lead to differential attention to personal
beauty, influencing these associations.
4. Gender as a Moderator:
Moderator Variable: Gender
Independent Variable: Beauty
Dependent Variables: Attractiveness, Career
Success
Hypothesis: Gender can act as a moderator,
impacting the relationship between beauty and
attractiveness, as well as beauty and career
success. Different genders may apply distinct
criteria and evaluations to beauty, shaping these
connections.
METHODOLOGY
1. Research Plan Design:
Clarify the research purpose, questions, and
assumptions.
Design a suitable research plan that outlines the
methodology and data collection methods.
Consider using questionnaires, experiments,
interviews, and other approaches to gather
multifaceted data related to the beauty
phenomenon.
2. Data Collection:
Implement the data collection methods as per the
research plan.
Utilize the following data collection methods:
a. Questionnaires: Distribute surveys online or in
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paper format to gather information on
respondents' perceptions of beauty, attractiveness,
career success, and more.
b. Experiments: Design controlled experiments to
observe the impact of various independent
variables (e.g., beauty, use of beauty products) on
dependent variables (e.g., attractiveness, mental
health).
c. Interviews: Conduct in-depth interviews with
beauty experts, practitioners, consumers, and
other relevant stakeholders to gain insights into
their perspectives and experiences with the beauty
phenomenon.
3. Data Collation:
Collate the collected data, which involves data
cleaning, coding, entry, and quality assurance.
Ensure that the data is accurate, complete, and
readily available for analysis.
4. Data Analysis:
Select appropriate data analysis methods based on
the research objectives and data characteristics.
Employ various statistical techniques, including:
a. Descriptive Statistics: Summarize the data by
calculating measures such as the mean, standard
deviation, frequency, and other relevant indicators.
b. Correlation Statistics: Assess the degree of
correlation between different variables by
calculating metrics like the Pearson correlation
coefficient and Spearman correlation coefficient.
c. Regression Analysis: Utilize methods such as
linear regression, logistic regression, and multiple
regression to explore relationships between
independent variables and dependent variables.
Additionally, test the influence of moderator and
mediator variables on these relationships.
5. Data Analysis Software (e.g., SPSS):
Use specialized software like SPSS for statistical
data processing and analysis.
Collaborate with experts proficient in SPSS to
ensure proper data handling and analysis.
6. Presentation and Discussion of Results:
Present the analysis results effectively using tables,
graphs, and other visual aids.
Engage in discussions that connect the findings
with the theoretical background and practical
significance. Offer recommendations and insights
derived from the research results, which can serve
as valuable references for policy-making and
practical applications.
RESULTS
Theoretical Contribution
This study delves into the mechanisms underlying
the
beauty
phenomenon,
offering
fresh
perspectives and insights for theoretical research
within the realms of economics, sociology, and
psychology. The research findings enrich and
expand the existing theoretical framework,
providing a foundational basis for future
investigations in related fields.
Practical Contribution
The results of this research offer valuable guidance
for industries related to beauty and cosmetics,
aiding companies in understanding market
dynamics, consumer behaviors, and other critical
aspects. These insights enable businesses to
formulate more effective marketing strategies and
product designs, enhancing their competitiveness
in the market. Policy makers can also benefit from
these findings, as they provide a reference for
crafting targeted policies that foster the healthy
development of related industries.
Social Contribution
The exploration of the beauty phenomenon
prompts increased social awareness and discourse
on matters related to beauty and attractiveness.
This research serves as a guide for fostering a
balanced understanding of aesthetics and values
within the broader public. The findings empower
individuals with recommendations for self-
improvement
and
personal
development,
facilitating their achievements across various
domains.
Methodological Contribution
Employing a diverse array of data collection and
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analysis methods, this study introduces novel ideas
and approaches to research within related fields.
These
methods
enhance
researchers'
comprehension of the beauty phenomenon and
offer valuable references for subsequent
investigations.
Interdisciplinary Contribution
Beauty economics encompasses economics,
sociology, psychology, and various other
disciplines, reflecting its strong interdisciplinary
nature. The advancement of this research
promotes collaboration and exchanges between
diverse academic fields, fostering innovation and
development in academic research.
REFERENCES
1.
Kim, R. H. H. (2016) “Exploring the Beauty
Industry in Thailand: Beauty Cafés and
Cosmetic Consumption”, Asian Journal of
Communication.
2.
Laohasiriwong, T. (2010) “Cosmetic Usage
Behavior in Thailand”, Ph.D. Dissertation,
University of Hawaii.
3.
Norton, P. (2001) Beauty and Business:
Commerce, Gender, and Culture in Modern
America.
4.
Punjaisri, T. and D. Evans (2009) “The
Influence of Self-Esteem and Materialism on
Female
Consumers’
Luxury
Cosmetics
Purchase Intentions in Thailand”, Journal of
Marketing Management.
5.
Rommanee, P. and T. Chalermchat (2014)
“Cosmetics Consumption among Young Female
Adults in Thailand”, Journal of International
Business and Cultural Studies.
6.
Srisurat, N. (2017) “The Impact of Consumer
Confidence on Cosmetic Purchasing Decision: A
Study
o
f
Thai
Female
Consumers”,
International Journal of Business and
Management.
7.
Tangtrongbenchasil, T. and P. Malarvizhi
(2015) “Economic Valuation of Thai Cosmetic
Market”, Asian Journal of Business and
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