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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/4338

Title: The influence of media exposure to Thai drama in Sina Weibo on the precaution and intention to travel to Thailand among Chinese tourists
Authors: Jielin, Qin
Keywords: Television-induced tourism
Thai drama
Chinese tourist
Tourist Destination Image
Issue Date: 2020
Publisher: Bangkok University
Abstract: This survey research aimed to examine the relationship between storytelling techniques in the Thai drama “Love Destiny” and Chinese audience’ perception toward Thailand, and the influence of the perception of Chinese audience toward Thailand on their intention to travel to Thailand after viewing the drama. Two hundred respondents were selected using purposive sampling method. The sample were Chinese Weibo users who have seen the Thai drama “Love Destiny”. The data was tabulated using Multiple Regression to test the hypotheses with significance of 0.50. The findings found that (1) The exposure to storytelling techniques in the Thai drama “Love Destiny” is positively correlated with Chinese audiences’ perception toward Thailand. Thereinto, the high correlation is visuals, other constructs is all medium correlation; (2) The Chinese audiences’ perception toward Thailand significantly influence their intention to travel to Thailand after viewing the drama. The perception of price and historical and cultural sites are positive. The perception of safe, Thai people are friendly, festivals and food are negative.
Description: Independent Study (M.Com.Arts)--Strategic Communications, Graduate School, Bangkok University, 2019
Subjects: Foreigner tourists
Television plays
Television plays -- Thai
Thai -- Description and travel
Social media
Advisor(s): Pacharaporn Kesaprakorn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/4338
Appears in Collections:Independent Studies
Independent Studies - Master

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