Information Demand, Media Exposure and Perception of Thai Cultural Informations among Chinese Tourists

Abstract

              The purposes of this research was to study the Information Demand, Media Exposure and Perception of Thai Cultural among Chinese Tourists. The objectives of this research are as follows. 1. Levels of demand for information and demand for media exposure. 2. Demand behavior to Thai cultural information. 3. Levels of Thai cultural information perception in Chinese tourists in Thailand. 4. Difference between demographics and need, exposure and perception of Thai cultural information of Chinese tourists.

              This research was Sample surveys of 400 Chinese tourists in Thailand which utilized surveys as a medium. Researcher analyzed statistics by percentage, average, mean and hypothesis test with t test and F test.

              The results of the study were as follows: 1. Chinese tourists in Thailand had high demands of Thai cultural information, especially, the information about manners and religious ceremony regulations and beliefs, including public manners. About the type of media that demanded for exposure were internet, movies, tourism publications, respectively. 2. The exposure of information of Thai cultural was intermediate, however, the movie named “Lost In Thailand” had a high exposure significantly followed by printing media and Thailand Tourism Exhibition Events. 3. Regarding to the perception of Thai Cultural, manners to figures and beloved Thai constitutions and participation in religious and cultural places were the issues that Chinese tourists were acknowledged and strictly behaved to those constitutions and places. 4. Lastly, demographics had effects on demand, exposure and perception of Thai cultural information, except sex and marital status valuables.