Management for publicizing Thai dance in a foreign country : the case study of lor (love, obsession, revenge) performed at Fei & Milton Wong Experimental Theatre, Canada

Abstract

The objective of this research was to study and to shape concepts in the management for publicizing Thai dance in a foreign country. This study employed Love, Obsession, Revenge, or shortly, LOR as a case study and this Thai dance had already been performed at the Fei & Milton Wong Experimental Theatre, Simon Fraser University, Canada. Autoethnography methodology was applied as the research method in this study as the researcher was part of the team. Nineteen observations were conducted and analyzed by comparing and contrasting theories and personal experiences. The findings revealed that partnership with international organization facilitated management for publicizing Thai dance in a foreign country in many angles. However, mutual interest and abilities were basis for initiating a collaboration. International regulations had an influence on preparation and performing Thai dance. There were three options of marketing plan that the company must decide; Cultural Exchange, Self-Marketing, Marketing by Other. Managing to publicize Thai dance abroad consisted of processes in production and management. Also, the research found that there were options for Thai dance companies whose budget were deficit. Self-funding, sponsorship and joining international festivals with financial supports were alternatives. Finally, Thai dance was a bridge between cultural diversities despite adaptations.