The representation of Thainess, a historical journey of the Tourism Authority of Thailand's public relations (1979–2022)

Purpose To analyse the representation of Thainess in the Tourism Authority of Thailand (TAT)'s public relations campaigns targeting international audiences throughout four-decade history (1979–2022) and to examine changes in the representation throughout the period. Design/methodology/approach The study employed a narrative historical study using a qualitative content analysis to examine Thainess in the TAT's international public relations landmark campaigns, along with Dann's (1996), the langua