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Povzetek: Thailand is a country in Southeast Asia that was once Suvarnabhumi land with a long history of 2600 years in parallel with the history of Buddhism here. Buddhi-sm, the major religion in Thailand, was originally propagated by two Indian Budd-hist monks named Sona and Uttara. Consequently, Buddhism has contributed to the Thai people for a long time. Obviously, in the first quarter of the 21st century, the situation of the elderly population around the world has been monitored and planned. Thailand is a country in Southeast Asia that has had an Ageing Society for more than 10 years. About 93.5% of the Thai population believe in Buddhism. According to Buddhism, elderly people are valuable because of their experience and contribution, and Buddhism always teaches gratitude. Therefore, to meet the challenge of an ageing society, appropriate age-related caregiving must be subject to accountability. In the Pāli Canon of Buddhism, there are many stories and tea-chings about the role and significance of elderly people along with caregiving, such as parents’ caregiving. The Buddha’s teachings have aimed to help provide human beings with physical, moral, emotional and wisdom development for the sake of their well-being. To follow the Buddha’s compassion, Buddhism in Thailand has been interpreted and applied to the well-being of ageing people.
Ključne besede: religion, Buddhism, ageing society, Suvarnabhumi, Thailand
Objavljeno v DiRROS: 28.02.2023; Ogledov: 300; Prenosov: 138
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Povzetek: As one of the prominent Mahayana Buddhist institutions from Taiwan, Fo guang Shan (FgS) entered the religious market of Thailand as early as the 1990s. Its influence has grown tremendously among the local Chinese communities and Thai society. Despite this, there is a dearth of scholarship dedicated to FgS’s mar-ket expansion in Theravada-dominated Thailand. Through a SWOT analysis, this paper explores FgS’s marketing strategy for the Thai religious market. The findings suggest that FgS bears certain strengths, such as its appealing humanistic Budd-hist doctrine, gift-giving networking skills and its strong emotional bonds with the Chinese communities in Thailand. These strengths have brought and will conti-nuously provide FgS with opportunities for further expansion. However, FgS’s weakness is always there and obvious, given its foreign and non-mainstream na-ture and questionable legitimacy of existing as a Buddhist institution (or temple) in Thailand. All this has already caused threats to FgS’s missionary clergies and sanctuaries, mainly based in the Bangkok area, not to mention the growingly fierce competition from its Thai Theravada and local-born Mahayana counterparts.
Ključne besede: religion, Thai religion, religious market, marketing strategy, SWOT analysis, Thailand
Objavljeno v DiRROS: 28.02.2023; Ogledov: 365; Prenosov: 220
Celotno besedilo (275,64 KB)
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