The Application Value of Tourism-Related Short Videos in Thailand's Tourism Industry

In the digital era, short videos have emerged as a novel medium that plays a pivotal role in shaping and disseminating the image of tourist destinations. This study focuses on Thailand, investigating how short videos mold and promote its tourism image, and analyzing the strategies employed in their creation and dissemination. Through a comprehensive literature review and empirical research, this study elucidates the diversity of tourism images presented in Thai tourism-related short videos, examines their media expressions, and delves into the discourse strategies used in their creation and dissemination. The findings indicate that short videos significantly influence the capture of Thailand's diverse attractions, enhancing its tourism appeal and fostering cultural exchanges. Nevertheless, this promotional method is not without its limitations and challenges, which this study critically analyzes to provide insights and recommendations for future tourism promotion activities. Research on the dissemination strategies of tourism-related short videos reveals that their spread transcends geographical and temporal boundaries, altering the traditional tourism experience that was once only accessible through physical presence.