THE INFLUENCE OF EXPOSURE TO ONLINE NARRATIVES REGARDING TRANSNATIONAL CRIME ON CHINESE TOURISTS’ INTENTION TO VISIT THAILAND

Abstract

This study examines the influence of exposure to online narratives regarding transnational crime on Chinese tourists’ intention to visit Thailand. In recent years, crime-related narratives connected to Thailand, Myanmar, and Cambodia have spread widely across Chinese social media platforms such as Douyin, Weibo, and Xiaohongshu. These narratives may increase perceived risk and negatively affect Thailand’s destination image. Therefore, this study investigates the relationship between exposure to online crime narratives and Chinese tourists’ travel intention toward Thailand. A quantitative research approach was employed using an questionnaire survey, with 400 valid responses collected from Chinese social media users. Data was analyzed using descriptive statistics, Pearson correlation, and regression analysis through SPSS. The study is supported by the Social Amplification of Risk Framework (SARF), Narrative Persuasion Theory, and the Theory of Planned Behavior.

The findings reveal a significant negative relationship between exposure to online crime narratives and Chinese tourists’ intention to visit Thailand. Higher exposure levels were associated with stronger perceptions of risk and lower travel intention. However, Thailand remains a popular destination among Chinese tourists due to its geographical proximity, affordable travel costs, and diverse tourism attractions. This study contributes to understanding how digital media narratives influence tourism behavior and offers recommendations for improving destination communication and rebuilding tourists’ confidence.