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AMONG CHINESE TOURISTS THE INFLUENCE OF MEDIA EXPOSURE TO THAI DRAMA IN SINA WEIBO ON THE PRECAUTION AND INTENTION TO TRAVEL TO THAILAND Qin Jielin This Independent Study Manuscript Presented to The G[.]
THE INFLUENCE OF MEDIA EXPOSURE TO THAI DRAMA IN SINA WEIBO ON THE PRECAUTION AND INTENTION TO TRAVEL TO THAILAND AMONG CHINESE TOURISTS THE INFLUENCE OF MEDIA EXPOSURE TO THAI DRAMA IN SINA WEIBO ON THE PERCEPTION AND INTENTION TO TRAVEL TO THAILAND AMONG CHINESE TOURISTS Qin Jielin This Independent Study Manuscript Presented to The Graduate School of Bangkok University In Partial Fulfillment of the Requirements for the Degree Master of Communication Arts 2019 ©2019 Qin Jielin All Right Reserved Jielin, Q Master of Arts in Communication Arts, June 2019, Graduate School, Bangkok University The Influence of Media Exposure to Thai Drama in Sina Weibo on the Reputation and Intention to Travel to Thailand Among Chinese Tourists ( 86 pp.) Advisor: Assoc Prof Pacharaporn Kesaprakorn, Ph.D ABSTRACT This survey research aimed to examine the relationship between storytelling techniques in the Thai drama “Love Destiny” and Chinese audience’ perception toward Thailand, and the influence of the perception of Chinese audience toward Thailand on their intention to travel to Thailand after viewing the drama Two hundred respondents were selected using purposive sampling method The sample were Chinese Weibo users who have seen the Thai drama “Love Destiny” The data was tabulated using Multiple Regression to test the hypotheses with significance of 0.50 The findings found that (1) The exposure to storytelling techniques in the Thai drama “Love Destiny” is positively correlated with Chinese audiences’ perception toward Thailand Thereinto, the high correlation is visuals, other constructs is all medium correlation; (2) The Chinese audiences’ perception toward Thailand significantly influence their intention to travel to Thailand after viewing the drama The perception of price and historical and cultural sites are positive The perception of safe, Thai people are friendly, festivals and food are negative Keywords: Television-induced tourism, Thai drama, Chinese tourist, Weibo, Tourist Destination Image v ACKNOWLEDGEMENTS First of all, I would like to express my sincere gratitude to Assoc Prof Dr Pacharaporn Kesaprakorn, my advisor for her continuous advices and useful suggestions for my Independent Study During my writing, she gave me a lot of useful guidance and advice, and encouraged me to finish the whole paper It will not be possible for me to work on my own on this academic work without her valuable help I am deeply grateful of her help in the completion of this report, and it's a great honor to have this advisor during the period of my Master’s degree Thanks those who participated in my research and helped me to collect data unconditionally, thanks for their precious time And thanks to my family and friends for their support and encouragements v TABLE OF CONTENTS Page ABSTRACT iv ACKNOWLEDGEMENT v LIST OF TABLES viii LIST OF FIGURES x CHAPTER INTRODUCTION 1.1 Problem Statement and Rationale .1 1.2 Objective of Study 1.3 Scope of Study 1.4 Research Questions .6 1.5 Significace of Study 1.6 Definitions of Terms CHAPTER LITERATURE REVIEW 10 2.1 Related Literature and Previous Studies 10 2.1.1 Past Studies on Film-induced Tourism 10 2.1.2 The influence of film and television works on the image of the prime destination .11 2.1.3 The influence of film and television prime destination on tourists' attraction 12 2.1.4 Celebrity Effects 13 2.1.5 Story Plot and Storytelling Techniques 14 2.1.6 The Influence of Movie element toward tourist destination image and tourists’ willingness 17 2.1.7 The influence of the Internet on the spread of Thai drama in China 18 2.2 Related Theories .19 2.2.1 Tourist Destination Image Theory 19 2.2.2 Concept of the theories of branding as a tourism destination 20 2.3 Hypotheses 21 2.4 Theoretical Framework .22 CHAPTER RESEARCH METHODOLOGY 24 3.1 Research Design .24 v TABLE OF CONTENTS (Continued) Page 3.2 Population and Sampling Method .25 3.3 Research Instrument 25 3.4 Research Pretest 30 3.5 Data Collection Procedure 31 3.6 Data Analysis and Interpretation 32 3.7 Demographic Data of the Samples 34 CHAPTER RESEARCH RESULTS 38 4.1 Summary on Findings of Descriptive Analysis 38 4.2 Hypotheses Findings and Testing .45 CHAPTER DISCUSSION 53 5.1 Summary of the Descriptive Findings and Discussion .53 5.2 Hypothesis Testing Summary and Discussion 55 5.3 Conclusion of the Research 59 5.4 Limitations of the Study 60 5.5 Recommendation for Future Application 61 5.6 Recommendations for Future Research 62 BIBLIOGRAPHY 64 APPENDIX 68 BIODATA 78 LICENSE AGREEMENT……………………………………………………………79 v LIST OF TABLES Page Table 3.1: The comparison of Cronbach alpha………………… ………….….……31 Table 3.2: Criteria for the storytelling techniques in the drama “Love Destiny”, Chinese audience’ perception toward Thailand and the perception of Chinese audience toward Thailand after viewing the drama …………………………………………………….…….….… …33 Table 3.3: Gender of the samples………………………… ……….………….….…34 Table 3.4: Age of the samples ………………………………… ………… ….……35 Table 3.5: Occupation of the samples……………………… ………….….….……35 Table 3.6: Marriage status of the samples ……………….…………………………36 Table 3.7: Education background of the samples……………………….….… …….36 Table 3.8: Income per month of the samples………… ………………….…….……37 Table 4.1: The number of Thai dramas watched among respondents in the past six months…………………………………………………………………… 39 Table 4.2: Criteria to interpret the opinion of respondents about each statements of storytelling techniques in the Drama “Love Destiny” …… …………….39 Table 4.3: Analyzing the degree of Chinese perception of Thailand after viewing the drama and tourist’s intention to travel to Thailand.…………….…………40 Table 4.4: Exposure to Storytelling Techniques in the Drama “Love Destiny”…… 41 Table 4.5: Chinese perception of Thailand after viewing the drama……………… 44 Table 4.6: Chinese audiences’ Intention to Travel to Thailand……….…… ……….46 Table 4.7: The criteria for interpretation of the correlation between variables………47 Table 4.8: Correlation between Chinese audiences’ exposure to storytelling techniques in the Thai drama “Love Destiny” and Chinese audience’ perception toward Thailand……………………………………………………….…47 i LIST OF TABLES (Continued) Page Table 4.9: Correlation between each construct of Chinese audience’ perception toward Thailand and Chinese audiences’ exposure to storytelling techniques in the Thai drama “Love Destiny” …………………………………………….49 Table 4.10: Regression Analysis of Chinese audiences’ perception toward Thailand as their intention to travel to Thailand after viewing the drama…… ……51