Image Tourism Creation through Film and TV: Boosting Post-COVID-19 Repeat Visits Thailand by Chinese Tourists
Keywords:
Chinese tourists, film and television, tourism imageAbstract
Thailand is a highly popular tourist destination among travelers worldwide, particularly Chinese tourists. However, the COVID-19 pandemic has severely impacted the tourism industry, leading to a significant decrease in both tourist numbers and revenue. Therefore, revitalizing tourism after the crisis is crucial, with the focus on creating a positive image and attracting tourists to return being of utmost importance. This research aims to 1) study the influence of tourism image on the expectations and behavioral intentions of Chinese tourists resulting from their exposure to entertainment media, such as films and television, and 2) propose approaches to encourage Chinese tourists to revisit Thailand. The research is a mixed-method study, combining quantitative analysis with 400 Chinese tourists and qualitative analysis by interviewing 12 participants. Structural Equation Modeling (SEM) was used for the analysis. The research found that most participants were aged 21-30 and were motivated by following celebrities or visiting film locations. Promoting film production in Thailand and utilizing accessible online media, such as Chinese-language websites and apps, effectively attracted tourists. Structural Equation Modeling (SEM) showed a good model fit: χ²/df=2.506, GFI=0.902, AGFI=0.925, CFI=0.948, RMSEA=0.014, RMR=0.019. The tourism image significantly influenced tourists' expectations (coefficient = 0.44), which in turn significantly affected their behavioral intentions (coefficient = 0.61). The tourism image also positively influenced behavioral intentions through expectations (indirect effect = 0.27). Therefore, marketing strategies to attract Chinese tourists should focus on creating a positive and appealing image of Thailand. Using film and television as tools to build a tourism image and encourage repeat visits from Chinese tourists is a promising strategy that should be continuously supported to help revive Thailand's tourism industry.
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