NONPARAMETRIC ANALYSIS OF CULTURAL CAPITAL TRANSFORMATION THROUGH THAI SOUVENIRS: EVIDENCE FROM POST-PANDEMIC TEMPLE TOURISM IN BANGKOK

Abstract

Thailand’s cultural tourism sector has long been a crucial driver of economic growth, with souvenirs increasingly functioning as instruments of soft power. This study employs nonparametric statistical methods to analyze the transformation of cultural capital through the purchasing behavior of wearable Thai souvenirs in the post-pandemic temple tourism context of Bangkok. Utilizing Mann-Whitney U, Kruskal-Wallis, McNemar, Cochran’s Q, and Cramer’s V tests, the research rigorously examines the budget allocation and preferences of 132 international tourists across key cultural sites. The novel application of these nonparametric techniques addresses the non-normal distribution of tourism spending data, providing robust insights into demographic and psychological factors influencing souvenir consumption. The results indicate that factors such as age, nationality, previous visits, and purchase intentions, preferences for color and material, and willingness to recommend significantly influence tourists’ expenditures on clothing souvenirs. This study advances cultural economics scholarship by integrating innovative methodological approaches and contributes practical implications for Thailand’s soft power strategy under the “5F” framework-formulating culturally-informed marketing strategies, optimizing product design, and enhancing policy measures to revitalize cultural tourism post-COVID-19. These insights offer valuable guidance for tourism marketers, policymakers, and cultural entrepreneurs aiming to leverage wearable souvenirs as dynamic agents of cultural diplomacy and economic development.