RECONSTRUCTING THAILAND'S INTERNATIONAL IMAGE AFTER MILITARY COUP: NATION BRANDING AND TOURISM POLICY UNDER PRAYUTH CHAN-O-CHA ADMINISTRATION (2014-2018)

The 2014 military coup in Thailand generated significant political uncertainty that affected the country's international reputation and tourism performance. As one of the principal contributors to Thailand's national economy, the tourism sector experienced a decline in international arrivals following the declaration of martial law and the issuance of travel advisories by several foreign governments. In response, the Prayuth Chan-o-cha administration implemented a series of tourism policies aimed not only at restoring visitor confidence but also at reconstructing Thailand's international image. This study examines how Thailand employed tourism policy as an instrument of nation branding during the period 2014–2018. Using a qualitative research design, the study relies on document analysis of government publications, policy documents, reports issued by tourism authorities, and relevant academic literature. The analysis adopts Simon Anholt's Nation Branding framework, which emphasizes the interaction between strategy, substance, and symbolic actions in shaping a country's international reputation. The findings demonstrate that Thailand's tourism recovery was driven by an integrated branding strategy combining infrastructure improvement, destination revitalization, tourism product diversification, regional connectivity, and intensive international promotion. These initiatives were complemented by policy measures intended to reinforce perceptions of safety, accessibility, and service quality following the political crisis. The study argues that Thailand's post-coup tourism policy functioned not merely as an economic recovery mechanism but also as a diplomatic instrument for rebuilding international credibility. Consequently, tourism policy became an important component of Thailand's broader public diplomacy and soft power strategy in the aftermath of domestic political instability. Keywords: nation branding; tourism policy; Thailand.