Abstract:
Nowadays, more and more subcultures have emerged, such as fan culture, and the resulting fan economic impact is also growing. Certain brands or industries have already developed to use the enthusiasm of fans to achieve specific promotional effects. Therefore, the objectives of this research are to examine the Chinese fans' exposure to Thai BL TV dramas, their attitude toward BL celebrities, and intention to travel to Thailand, as well as the relationship between Chinese fans' attitudes towards Thai BL TV dramas and their attitudes towards celebrities in BL TV dramas, and the relationship between Chinese fans' attitudes towards celebrities in Thai BL TV dramas and their intention to travel to Thailand. The quantitative research was conducted by an online survey, collecting data from 230 Chinese female fans aged between 18 and 45 years old. As results show that (1) the respondents have a high degree of exposure to Thai BL TV dramas and watch related content almost every day；(2)the respondents' attitudes towards celebrities in Thai dramas can be summarized as Intense personal (M=3.55)；and (3) they intend to travel to Thailand with a favorable attitude toward traveling to Thailand to see their favorite celebrity. Moreover, the research results demonstrate Chinese fan's attitude towards Thai BL TV drama and the Thai BL celebrities is related(r=0.468). Also, Chinese fan's attitude towards celebrities is related to their travel intention(r=0.548).
