New Normal Creative Pop-Culture Tourism Promotion in Chiang Mai, Lamphun, and Lampang for Chinese Tourists
Authors: Lee-Anant Chayapoj 
Published: July 2023

Purpose: The objectives of this study were 1) to study the behaviors of Chinese tourists who visit pop-culture destinations in Thailand’s Lanna tourism cluster, 2) To study and compare the decision-making factors of the Chinese tourists to visit Lanna tourism culture, and 3) to suggest provincial policies for Chinese tourists who visit pop-culture destinations in Thailand’s Lanna tourism cluster.

Theoretical framework: This research figured out the demographic profiles of Chinese tourists who visited pop-culture destinations in Thailand’s Lanna tourism cluster. Then, the behaviors of Chinese tourists and the decision-making factors to visit pop-culture destinations in Thailand’s Lanna tourism cluster were further examined. Lastly, all data were combined to create the provincial policies for Chinese tourists who visited pop-culture destinations in Thailand’s Lanna tourism cluster.

Design/methodology/approach: This research is a qualitative research methodology (QUAN). Total 412 samples of Chinese tourists who visited pop-culture destinations in Thailand’s Lanna tourism cluster were collected using verified questionnaires. The lists of questions investigated demographic profiles and behaviors during their trips of film tourism in Lanna tourism cluster. Full data were analyzed using frequency, percentage, mean, standard deviation, and hypothesis test via T-test and One-Way ANOVA. The data collecting process took several months from September-December 2021.

Findings: The data revealed that most Chinese visitors who visited pop-culture destinations in Thailand’s Lanna tourism cluster were female, aged 31-35 years old, married, graduated with bachelor’s degree, and worked as private company employees with a monthly salary around 5,001-8,000 CNY. Friends & relatives were the first choice of travel companion. The most inspiring travel decision was movie plots. Movie plots and performances did not influence Chinese visitors with difference marital statuses. Also, visitors with different education backgrounds were not influenced to visit by the locations of movie scenes, the movie trends, the cultural origins, the casts’ personalities, the presses and medias, and the driving trends. Place, social origin, personality, press, and push factor did not influence visitors with different personal incomes. Three provincial policies were recommended, including an administrative aspect, public relation aspect, and quality control aspect, to align with the 3rd National Tourism Development Plan of Thailand 2022-2026.

Research, Practical & Social implications: Without proper driving forces by stakeholders, the policies would not be healthy implemented. Consequently, the local government agencies should form a provincial pop-culture tourism committee to capably drive the policies.

Originality/value: The behavioral studies of Chinese tourists who visited pop-culture destinations in Thailand’s Lanna tourism cluster were hardly found in academic arena. As well, all data were synthesized using previous literatures to combine with recent research results to create the provincial policies for Chinese tourists who visit pop-culture destinations in Thailand’s Lanna tourism cluster.