DOI: 10.14457/tu.the.2023.97
title: A study of Chinese tourist perceptions on Weibo in regard to tourism in Thailand: a case study of the Phuket boat accident

description: Online public opinion in regard to tourism crises is an intuitive reflection of social conditions and public opinions about crisis events in the tourism industry and online travel-related crisis events. It is the response of netizens and the media to tourism phenomena related to or directly caused by tourism phenomena within a certain period and in the Internet space where the crisis events and various cognitions, emotions, attitudes, opinions, wishes, and behavioral tendencies are expressed. The types of online public opinion on tourism crisis events are diverse. This study explores a compound crisis caused by the superposition of a victim-type and unexpected crises. When the tourism industry encounters a crisis caused by force majeure, the crisis continues to expand because effective responses and handling measures are not taken, or the situation exposes the existing problems of the tourism industry itself, generating new public opinion hot spots. Studying online public opinion on tourism crisis events can help managers to better understand changes in public opinion, to take adequate measures to respond to public opinion crisis events, to improve the management level of tourism crisis events, to better serve tourists, and to maintain the image of tourism companies and tourism destinations. Weibo public opinion is an extension of online public opinion. It has the characteristics of online public opinion and a unique communication method. This research uses the case study method and textual analysis method. The data analysis software WRD was employed to analyze the Weibo public opinion on the tourism crisis of 2018. This study is based on specific cases and studies the communication channels of Weibo public opinion, the stages of the evolution of Weibo public opinion, and the changes in public opinion. Finally, the evolution mechanism of Weibo public opinions on tourism crisis events is summarized, which provides a reference for the prevention and response of Weibo public opinions on tourism crisis events in Thailand.The main conclusions drawn include: 1. Weibo opinion leaders guide Weibo users' perceptions of tourism crisis events by setting agendas. 2. The Thai official government's improper response and handling of public opinion on Weibo has caused ‘secondary disasters of public opinion’. 3. Online public opinions on tourism crisis events will affect Weibo users' subsequent travel intentions.The innovation of this study is mainly reflected in two aspects: 1. through the huge Weibo user base, based on Weibo public opinion, it analyzes Weibo user hot words and Weibo content, and is based on the sampling principle, to study the Chinese people's responses to the Thai tourism crisis Perception of Internet Public Opinion 2. Use the a communication model of Internet public opinion in tourism crisis events to verify that Weibo opinion leaders influence the views of Chinese tourists and netizens, emphasizing the importance of understanding Chinese tourists' views on Thailand's travel safety and taking appropriate measures to improve their experience.