The selective attention towards media having the impact on the early adult Chinese tourists’ decision making in traveling in Thailand compared with that in other ASEAN countries

Abstract

This research studied selective attention towards media which has an impact on young-adult Chinese tourists’ decision making in traveling to Thailand and other ASEAN countries. The sample consisted of 400 Chinese tourists who are 18-35 years old and live in four municipalities: Beijing, Chongqing, Shanghai, and Tianjin. This research was quantitative in nature. Questionnaires were employed to collect data. The results from both techniques were statistically analyzed in order to find the mean () and standard deviation (S.D.) and then proceeded to the content analysis. The research results are as follows:

          1. The media which has the most and the least impact on the respondents’ decision making in traveling to Thailand, Singapore, and Malaysia are the media on internet and specialization media, respectively.

          2. The Selective attention towards media which has an impact on the respondents’ decision making is deemed ‘High’.  The respondents selectively pay attention to the media which has the most impact on their decision making in traveling to Thailand (_TH = 3.96)  followed by the media which has an impact on their decision making in traveling to Singapore (_SG = 3.90)  and Malaysia (_MA = 3.86), respectively.

            3. The top three forms of media which have an impact on decision making in traveling to Thailand (that the respondents selectively pay attention to) are the media on the internet, mass media, and personal media, respectively.  The top three forms of media which have an impact on the decision making in traveling to Singapore and Malaysia that the respondents selectively pay attention to are: The media on internet, mass media, and audio-visual media, respectively.