Exploring the impact of the Thai television series on young Chinese viewers’ perceptions of Phuket, Thailand as a holiday destination and their behavioral intentions

Abstract

Film tourism research has gained prominence in recent years, yet there is a lack of studies focusing on viewers’ perceptions and behavioral intentions toward unvisited destinations. This study aims to investigate the perceived destination image of a place depicted in a popular television series and its influence on pre-visit behavioral intentions. Specifically, the case study revolves around the Thai television series “I Told Sunset About You”. Using a quantitative approach, data were collected from 427 young Chinese viewers who had watched the series but had not visited Phuket, Thailand. Descriptive statistics were employed to summarize respondents’ characteristics, perceptions of Phuket as a destination, and behavioral intentions. Multiple regression analysis was conducted to examine the relationship between destination image and behavioral intentions. The findings indicate that young Chinese viewers perceive Phuket as having a highly positive image, with attributes such as “beautiful scenery/natural attractions”, “pleasant”, “exciting”, and “appealing local food” significantly influencing their behavioral intentions. These insights provide valuable guidance for destination marketing organizations and tourism practitioners, highlighting the importance of collaboration with film and television producers to promote destinations effectively.