Storytelling techniques, social media strategies, and tourism destination images of Thailand by Chinese Douyin content creators

Abstract

This study explores the storytelling techniques, social media strategies, and tourism destination images of Thailand by ten famous Chinese Douyin content creators. Two qualitative approaches conduct to obtain data. A narrative analysis examines the storytelling techniques of Douyin content creators, and the tourism destination images of Thailand portrayed by them. An in-depth interview is conducted to examine the social media strategies of Chinese Doyin content creators and tourism destination images of Thailand held in their minds.

As a result, fifty vlogs are collected and analyzed to obtain 20 attributes under three categories of storytelling techniques and 8 attributes of tourism destination images of Thailand. Four informants are interviewed to obtain 26 attributes under 8 categories of social media strategies and 17 attributes of tourism destination image of Thailand held by content creators.

The results show that Chinese Douyin content creators have unique storytelling techniques that can be combined with social media strategies and help them portray Thailand’s tourism destination images. It is hoped that the content creators and private and public tourism sectors of Thailand will adopt storytelling techniques and social media strategies to create effective marketing strategies to reach the target group and portray positive destination images of Thailand.