Abstract:
The study aims to explore the concept of 'Civilized Bangkok' from the representation of Bangkok cultural images in official tourist guides in the period of 'Amazing Thailand' campaign from 1998 up until 2013. In this study, it is hypothesized that ‘Civilized Bangkok’ is the most prominent characteristics of the identity of Bangkok’s cultural attractions selected to represent civilization in official tourist guides. This includes a ‘diversity of cultures’ with ‘well-blended’ formation represented on different ‘value-based’ concepts that has created a positive image of the Thai nation. The objectives of this study are to identify images of Bangkok and analyze the construction and representation of 'Civilized Bangkok' based on official tourist guides. It is found that there are three images of Bangkok including Buddhist City, City of Exotic Arts, and Metropolis of Exotic Cuisines. These images are constructed from the characteristics of the epitome of 'thainess' in aspects of beauty, faith, entertainment, and tastes. From the process of representation, the characteristics of 'Civilized Bangkok' is represented based on two aspects. Firstly, Bangkok has been portrayed as the center of continuing Buddhist and Royal civilization from Sukhothai period to Rattanakosin period.Secondly, Bangkok represents the status of Old Metropolis of Southeast Asia that had been influenced from world civilization and cultures originated in Asia and Southeast Asia. In global context, the construction of 'Civilized Bangkok' is corresponding to global tourism which enhances Bangkok to be one of the foremost tourist city in the world.
