Comparative Effectiveness of Thai's Local Television Programs and Digital Platforms in Promoting Tourism

Abstract

As global tourism marketing has increasingly moved toward digital media, traditional television still plays a significant role in shaping perceptions and influencing domestic tourism. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews with tourists, tourism experts, and media producers, to assess the reach, engagement, and impact of both media in promoting tourism in Thailand. The results reveal that television programs remain highly influential for domestic audiences, particularly among older viewers, who appreciate authoritative and emotionally engaging content. However, digital platforms, including social media and travel blogs, are found to be more effective in reaching younger, international tourists due to their interactive, real-time nature and the trustworthiness of peer-generated content. Additionally, digital media's ability to offer authentic, user-driven narratives and its global reach make it a powerful tool for influencing travel decisions. The study concludes that a hybrid approach that combines the strengths of both traditional and digital media would be the most effective strategy for promoting tourism in Thailand. This integrated approach could allow tourism marketers to target diverse audience segments and enhance their campaigns’ overall effectiveness.