Online Media Consumption Behavior of Chinese Students Who Decide to Travel to Thailand Independently

Background and Aim: Thailand continues to be a leading international tourist destination, with recent growth driven by natural beauty, cultural appeal, and educational opportunities. From late 2024, tourism saw a significant rise, particularly from markets like China, Malaysia, and India. Educational tourism is expanding through international collaborations and tailored dual-degree programs, with Chinese students forming the largest international group. Chanthaburi Province, supported by institutions like Rambhai Barni Rajabhat University, is advancing both tourism and specialized education. Despite these developments, little research has explored how Chinese students use online media—especially within China’s distinct platforms like WeChat and Douyin—for independent travel. This study investigates their online media consumption and the role of user-generated content in shaping perceptions and travel decisions, aiming to inform digital marketing strategies in Thailand’s educational tourism sector. Materials and Methods: This study used a mixed methods design to examine how Chinese students use online media in making independent travel decisions, integrating quantitative data from 400 students via structured questionnaires and qualitative insights from semi-structured interviews with 10 key informants (5 male, 5 female), conducted with a professional interpreter. The questionnaire addressed demographics, travel behavior, media usage, and perceptions of Thai tourism, while interviews explored deeper experiences and motivations. Ethical approval was obtained (Certificate No. EC016/2568). Quantitative data were analyzed using ANOVA, correlation, and t-tests, while qualitative responses underwent thematic and contextual analysis to identify patterns shaping travel decisions. Results: A survey of 400 Chinese students showed most were digital natives aged 20–25 with bachelor’s degrees. Around 43% planned trips 2–3 months ahead, using hotels (41.5%) and homestays (31.7%), guided by online reviews. Travel budgets typically ranged from 3,001–5,000 THB. Post-trip reviews and shared content fostered trust, supporting Word of Mouth and user-generated content theories. Interviews with 10 students revealed reliance on WeChat, Douyin, and Weibo for clear, visual, and up-to-date travel information. Challenges included outdated info, language barriers, and limited interactive features. WeChat Official Accounts and Douyin were seen as the most effective. Recommendations focused on frequent updates, tailored content, and real-time Q&A to build trust. While quantitative data showed no significant link between media use and travel decisions, qualitative insights emphasized the importance of platform alignment with user interests. Overall, tailored digital content and communication channels are vital for supporting Chinese students’ independent travel decisions in Thailand. Conclusion: This study explores how Chinese digital-native students use online media in making independent travel decisions to Thailand, revealing that high-quality user-generated content (UGC)—such as reviews, photos, videos, and KOL recommendations—builds trust and reduces uncertainty more effectively than sheer information volume. It supports the Uses and Gratifications Theory and AIDA Model, but also highlights the strong emotional and qualitative impact of authentic content, particularly during the “Interest” and “Desire” stages. Practically, effective digital marketing should focus on personalized, visually concise content tailored to specific platforms—using WeChat for formal information, Douyin for inspiration, and tools like AI chatbots for real-time engagement—demonstrating that a strategic mix of quality, platform fit, and interactive design is essential to influencing travel decisions.