THE INFLUENCE OF THAI TV DRAMA VIEWING BEHAVIOR ON CHINESE YOUNG AUDIENCE’S INTENTION TO TRAVEL TO THAILAND

Authors

  • Wan Feng Shinawatra University
  • Eksiri Niyomsilp Shinawatra University

Keywords:

Viewing Behavior, Chinese Young audience, Tourism Intention, New Media

Abstract

This research article aims to study the influence of Thai TV drama viewing behavior on the intention of young Chinese audiences to travel to Thailand in the context of new media, with objectives to examine the direct impact of Thai drama viewing behavior, analyze how destination cognitive image serves, investigate the affective image of Thailand and to explore the formation of overall image, according to concept of cross-cultural influence, destination imagine, new media’s role in travel decision-making and travel intention and media-induced tourism. Through a mixed-methods approach combining mixed research by research tools as questionnaire and dept-interview.

The results that exposure to Thai dramas through new media channels has a significant impact on the travel intentions and behavior of young audiences in China, this could contribute to our understanding of the effects of media on behavior and decision-making, and support theories related to media effects.

References

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Gao, L. & Zhang, Y. (2021). Media consumption and cultural attraction: A study of Thai dramas’ impact on Chinese youth. Journal of Cultural Communication, 12(2), 45-59.

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Siriyuvasak, U. (2010). The making of Thai popular culture. Bangkok: Chulalongkorn University Press.

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Published

2025-08-19

How to Cite

Feng, W., & Niyomsilp, E. (2025). THE INFLUENCE OF THAI TV DRAMA VIEWING BEHAVIOR ON CHINESE YOUNG AUDIENCE’S INTENTION TO TRAVEL TO THAILAND. Journal of Interdisciplinary Innovation Review, 8(4), 190–204. retrieved from https://so04.tci-thaijo.org/index.php/jidir/article/view/280082

Issue

Vol. 8 No. 4 (2568): Vol. 8 No. 4 July - August 2025

Section

Research Article

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