Soft Power, Experience, and Reputation: Drivers of Chinese Travel Intentions to Thailand

Purpose: This study examines how individual experiences, attitudes toward Thai soft power (5F), and perceived country reputation influence Chinese tourists’ intentions to visit Thailand. Research design, data and methodology: A quantitative cross sectional survey of 437 Chinese respondents was analyzed using structural equation modeling to evaluate direct and mediating pathways. Results: Individual experiences significantly enhance perceived country reputation but do not directly predict travel intention. Attitudes toward Thai soft power (5F) show a strong positive effect on perceived reputation and on travel intention. Perceived country reputation neither directly influences intention nor mediates the effects of experience or soft power attitudes on intention. Conclusions: Findings indicate a functional division of roles in travel decision making: reputation operates as a distal evaluative frame, experience serves as a feeder to reputation, and attitudes toward Thai soft power (5F) act as the immediate actuator of intention. Managerial implications recommend prioritizing favorable soft power attitudes through emotionally resonant, culturally immersive communication centered on Thai food, film, festivals, and fashion, delivered through storytelling, digital campaigns, and influencer engagement across key Chinese travel segments. Limitations include the cross sectional, self reported design; future research should employ longitudinal or experimental approaches and include behavioral outcomes to validate causal mechanisms.