A research on the motivation of Chinese people to travel in Thailand despite negative news

Abstract

This study explores the motivation of Chinese tourists to travel to Thailand even when facing negative news. Through the use of qualitative research methods including focus group discussions, supplemented by literature review and analysis, a comprehensive analysis was conducted on the multiple factors that influence Chinese passenger decision-making. Through in-depth interviews with Chinese tourists who travelled to Thailand after January 2025, the study revealed the interaction between driving and pulling factors, and how to jointly guide Chinese tourists to create motivation for Thai tourism. The main findings of the study indicate that despite negative news, Chinese tourists continue to choose Thailand mainly because their personal emotions and cultural identity reduce their sensitivity to negative information, while Thailand's high cost-effectiveness, convenient geographical location, and strong tourism infrastructure provide enormous appeal.