The influence of television media exposure on cognitive processing and perceived appeal of tourist destinations in China

Xiaoxuan Zhou

Please use this identifier to cite or link to this item: https://rsuir-library.rsu.ac.th/handle/123456789/3126

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DC Field	Value	Language
dc.contributor.advisor	Duangtip Chareonrook	-
dc.contributor.author	Xiaoxuan Zhou	-
dc.date.accessioned	2025-11-28T03:25:29Z	-
dc.date.available	2025-11-28T03:25:29Z	-
dc.date.issued	2025	-
dc.identifier.uri	https://rsuir-library.rsu.ac.th/handle/123456789/3126	-
dc.description	Thesis (M.A. (Communication Arts)) -- Rangsit University, 2024	en_US
dc.language.iso	en	en_US
dc.publisher	มหาวิทยาลัยรังสิต. สำนักหอสมุด	en_US
dc.subject	Television broadcating -- Social aspects	en_US
dc.subject	Tourism -- China	en_US
dc.title	The influence of television media exposure on cognitive processing and perceived appeal of tourist destinations in China	en_US
dc.type	Thesis	en_US
dc.description.other-abstract	This study mainly discusses the influence of television as a media on the audience's cognitive process and perceived appeal in the dissemination of information. By portraying certain narratives, images, and emotions, television helps viewers process information about the world, including travel destinations. Through carefully crafted advertising and reality shows, television can shape the public's perception of a particular location, giving potential visitors a glimpse of new experiences they may not have previously considered. This study attempts to fill the research gap on how various demographic factors influence the way individuals process and respond to media content in travel destinations by exploring the relationship between television media exposure, cognitive processes, and the perceived appeal of different demographic groups to travel destinations. The target population of this study is Chinese people aged 18-35. Quantitative research method and structured sampling method are adopted to conduct a questionnaire survey on 400 selected target samples. Meanwhile, statistical methods such as regression analysis and correlation analysis are used to analyze the data. The findings suggest that TV media exposure has a greater impact on the cognitive processes and perceived appeal of tourist destinations, especially for viewers aged 18-35 who enjoy traveling and have a habit of watching TV. In terms of TV media exposure, the usage habits and frequency of TV media significantly affect the information processing of tourist destinations (mean=3.07, SD=1.02). The images, stories and plots of the tourist destination can convey various information, which will affect the audience in the perception process (mean=3.02, SD=0.99). Visual and auditory stimuli have a positive impact on the cognitive processing of the public and thus on the perceived appeal of tourist destinations (mean=3.02, SD=0.99). These results emphasize that television media, as an important tool to shape the tourism market, can optimize the promotion strategy of tourism destinations, stimulate the actual tourism behavior of the audience, and become an important power source to promote the development of tourism destinations. Based on these results, it is recommended to design differentiated content to meet the needs of different ages, improve the quality of programs, develop long-term cooperation plans with the tourism sector, and integrate digital platforms for promotion. In the future, data analysis can also be used to optimize communication strategies and TV program structures, integrate sustainable tourism concepts into media content, and promote the long-term development of tourism destinations.	en_US
dc.description.degree-name	College of Communication Arts	en_US
dc.description.degree-level	ปริญญาโท	en_US
dc.contributor.degree-discipline	Communication Arts	en_US
Appears in Collections:	CA-CA-M-Thesis

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