The ritual interaction of Thailand’s trans woman cabaret shows and memorable tourism experiences

Since exploring local culture is a way for tourists to have memorable tourism experiences (MTEs), the study aims to investigate how ritual interaction evokes MTEs in trans woman cabaret shows in Thailand through emotional energy, considering the moderating role of the acceptance of gender diversity. A mixed-methods approach was employed. The ritual interaction elements of trans woman cabaret shows were identified through a focus group meeting. The results of a questionnaire survey with Chinese tourists indicated that the four dimensions of ritual interaction (ritual symbols, scripted show content, emotional interaction, and stage elements) have a significant effect on MTEs, and emotional energy mediates these effects. The acceptance of gender diversity moderates the relationship between scripted show content and emotional energy, as well as between emotional interaction and MTEs. Understanding these dynamics allows destinations to develop tourism rituals for tourists, thereby enhancing tourists’ MTEs and promoting destinations’ cultural offerings. In promoting transgender entertainment, Thailand should also consider the issues of gender diversity and go beyond marketing rhetoric, embody inclusivity, and strive to contribute to the achievement of the UN Inclusivity Goals.