The Model of Thai Television Series Affecting Chinese Tourist Decision to Visit Thailand

Abstract

In the field of film-induced tourism research, existing studies have inadequacies in exploring the impact of Thai TV series on Chinese tourists' travel decisions to Thailand, lacking in-depth and systematic analysis. This research aims to fill this gap by deeply analyzing the influence of Thai TV series on Chinese tourists' travel decisions to Thailand, constructing an influence mechanism model, and providing a scientific basis for the Thai tourism industry to develop market strategies. A combined qualitative and quantitative research method was adopted. In-depth interviews were conducted with 10 Chinese tourists who traveled to Thailand after watching Thai TV series, and the data were analyzed using the grounded theory through coding. Meanwhile, 631 questionnaires were distributed to collect data, and the relationships between variables in the theoretical model were verified by means of the Structural Equation Model (SEM).

The research results show that: Firstly, Thai TV series, with their unique cultural elements, natural scenery, and storylines, have shaped a positive image of Thailand in the eyes of Chinese tourists, significantly stimulating their motivation to travel to Thailand. Secondly, tourists with different demographic characteristics are affected by Thai TV series to varying degrees. Female tourists, young people, and those with higher education levels show more attention to Thai TV series, as well as stronger travel and recommendation intentions. Thirdly, the Structural Equation Model indicates that the excellent production quality of Thai TV series has a significant negative impact on tourists' experience, verification psychology, and psychological comfort, while communication effectiveness has a significant positive impact. Psychological comfort is a key factor influencing the intention to recommend.

This study enriches the theory of film-induced tourism. The constructed theoretical model provides a new perspective for understanding the relationship between media and travel behavior, and expands the application of cross-cultural communication theory in the tourism field. In practice, it offers practical market strategy suggestions for the Thai tourism industry, helping to enhance the competitiveness of Thailand's tourism industry and promoting cultural exchanges between China and Thailand. The research results provide strong support for the development of Thailand's tourism industry and also serve as a reference example for related research on film-induced tourism.

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