Zahzuli, Adha (2026) STRATEGI MANAJEMEN EVENT SONGKRAN SEBAGAI FESTIVAL BUDAYA THAILAND DI INDONESIA. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
The organization of cross-border cultural festivals requires a comprehensive management strategy to balance traditional authenticity with local cultural sensitivity. This study aims to analyze the event management strategies implemented by Sanukmak.Thaispace in organizing the Songkran Festival as a form of Thai cultural diplomacy in Indonesia. The theoretical framework employed in this research is Joe Goldblatt’s (2020) five-stage event management model, which includes Research, Design, Planning, Coordination, and Evaluation, further supported by the concept of Cross-Cultural Communication. This research utilizes a descriptive qualitative method with a case study approach. Data were collected through in-depth interviews with the Key Informant (Founder/CEO of Sanukmak.Thaispace), supporting informants (internal organizing team and visitors), field observations, and documentation studies. Data validity was ensured through source triangulation to maintain the credibility of the research findings. The findings indicate that Sanukmak.Thaispace successfully implemented the five stages of event management. In the design phase, an adaptive approach was applied by dividing the venue into two distinct areas: the Theo-Spiritual Zone to preserve the sacredness of authentic rituals (such as Song Nam Phra and Rod Nam Dam Hua) and the Recreational Zone for dynamic water splashing activities, ensuring that this cultural festival was well-received by the local Indonesian audience while maintaining the authentic essence of Thai traditions.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Hartini, Tin 0415077901 |
| Keywords / Kata Kunci: | Cross-Cultural Communication, Event Management Strategy, Sanukmak.Thaispace, Songkran. |
| Subjects: | Public Relations Ilmu Komunikasi |
| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1 |
| Depositing User: | Mr. ADHA ZAHZULI |
| Date Deposited: | 11 Sep 2026 08:46 |
| Last Modified: | 11 Sep 2026 08:46 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/10730 |
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