Audio-Visual Storytelling and Muay Thai Cultural Tourism: Engaging Chinese Tourists Through Digital Heritage

Chapter 1

Introduction

 

1.1  Research Background

Muay Thai is widely recognized as a cornerstone of Thailand’s living heritage, integrating ritual (e.g., wai khru ram muay), music, and embodied knowledge into a distinct cultural identity and soft-power asset. Although not yet inscribed as a UNESCO element, Thailand has formally signaled its intention to nominate Muay Thai to the Representative List of the Intangible Cultural Heritage of Humanity, in line with recent national recognitions of cultural assets and ongoing ICH listings (UNESCO, 2024; Nation Thailand, 2024; Public Relations Department [PRD], 2024). At the same time, Thailand’s tourism context underscores why culturally grounded storytelling matters: China remains one of the country’s top source markets, even amid fluctuations in 2025 arrivals (Reuters, 2025). Framing Muay Thai as heritage rather than mere spectacle therefore becomes essential for both cultural sustainability and destination competitiveness.

The challenges facing Muay Thai are multi-layered. Domestic debates over safety and youth participation have intensified as empirical work using neuro-cognitive and biomechanical approaches points to concussion risks and potential developmental impacts among child practitioners (Taedullayasatit, 2024; Sae-Sim et al., 2025). Beyond health ethics, accelerated commercialization can dilute ritual meanings and impede intergenerational transmission, weakening perceived authenticity among audiences and visitors. In cultural tourism, authenticity and narrative coherence are central to how travelers evaluate heritage experiences and form destination images; poorly contextualized performances risk reducing rich traditions to de-culturalized entertainment (Kasemsarn & Nickpour, 2025; Xu et al., 2024; Zhang et al., 2024).

In the context of digital heritage communication, audio design plays a vital but often underexplored role. For many Chinese tourists, prior exposure to Muay Thai comes primarily through dramatized fight clips or competitive sports content that overlooks its ritual and musical dimensions. This limited exposure has fostered misconceptions for example, viewing Muay Thai merely as aggressive combat rather than a ritualized art form rooted in music, respect, and spiritual symbolism. Integrating authentic audio cues such as sarama music, ceremonial chants, and ambient gym sounds can help correct these perceptions. In line with emerging soundscape research, strategic audio storytelling can therefore reinforce cultural authenticity, evoke emotion, and align audience interpretations with Muay Thai’s heritage context (Kasemsarn & Nickpour, 2025; Lian et al., 2024)

Several policy and creative-economy responses already exist national heritage recognition, ICH nomination efforts, and event-based promotion but there remains a gap in operationalizing audio-visual storytelling as a systematic strategy for Muay Thai heritage communication. Recent scholarship in cultural/heritage tourism shows that digital storytelling can scaffold authenticity cues, structure narrative arcs, and align sensory design (image, sound, ambient audio) with visitors’ expectations (Kasemsarn & Nickpour, 2025). Complementary studies on narrative design in destination marketing further indicate that matching story types to destination attributes enhances persuasive effects and reduces message-audience misfit (Xu et al., 2024; Zhang et al., 2024). These insights motivate a content strategy that treats Muay Thai’s ritual, symbolism, and embodied techniques as narrative building blocks rendered through sig Muay Thai is widely recognized as a cornerstone of Thailand’s living heritage, integrating ritual (e.g., wai khru ram muay), music, and embodied knowledge into a distinct cultural identity and soft-power asset. Although not yet inscribed as a UNESCO element, Thailand has formally signaled its intention to nominate Muay Thai to the Representative List of the Intangible Cultural Heritage of Humanity, in line with recent national recognitions of cultural assets and ongoing ICH listings (UNESCO, 2024; Nation Thailand, 2024; Public Relations Department [PRD], 2024). At the same time, Thailand’s tourism context underscores why culturally grounded storytelling matters: China remains one of the country’s top source markets, even amid fluctuations in 2025 arrivals (Reuters, 2025). Framing Muay Thai as heritage rather than mere spectacle therefore becomes essential for both cultural sustainability and destination competitiveness.

The challenges facing Muay Thai are multi-layered. Domestic debates over safety and youth participation have intensified as empirical work—using neuro-cognitive and biomechanical approaches—points to concussion risks and potential developmental impacts among child practitioners (Taedullayasatit, 2024; Sae-Sim et al., 2025). Beyond health ethics, accelerated commercialization can dilute ritual meanings and impede intergenerational transmission, weakening perceived authenticity among audiences and visitors. In cultural tourism, authenticity and narrative coherence are central to how travelers evaluate heritage experiences and form destination images; poorly contextualized performances risk reducing rich traditions to de-culturalized entertainment (Kasemsarn & Nickpour, 2025; Xu et al., 2024; Zhang et al., 2024).

Several policy and creative-economy responses already exist—national heritage recognition, ICH nomination efforts, and event-based promotion—but there remains a gap in operationalizing audio-visual storytelling as a systematic strategy for Muay Thai heritage communication. Recent scholarship in cultural/heritage tourism shows that digital storytelling can scaffold authenticity cues, structure narrative arcs, and align sensory design (image, sound, ambient audio) with visitors’ expectations (Kasemsarn & Nickpour, 2025; Lian et al., 2024). Complementary studies on narrative design in destination marketing further indicate that matching story types to destination attributes enhances persuasive effects and reduces message–audience misfit (Xu et al., 2024; Zhang et al., 2024). These insights motivate a content strategy that treats Muay Thai’s ritual, symbolism, and embodied techniques as narrative building blocks rendered through sight and sound.

For Chinese outbound travelers specifically, short-video ecosystems (Douyin/TikTok, RED/Xiaohongshu) shape discovery, planning, and in-situ experiences. Robust empirical evidence demonstrates that content attributes—informativeness, entertainment, interactivity, and perceived authenticity—drive attitudes and behavioral intentions via Technology Acceptance and S–O–R pathways (Liu et al., 2024; Guo, 2025). Young Chinese travelers’ destination choice is measurably influenced by TikTok/Douyin use, with differences between Millennials and Gen Z in trust, hedonic motivation, and social influence (Zhou et al., 2023). Recent consumer-research evidence on Xiaohongshu and Douyin also documents how UGC short videos penetrate travel motivation and decision-making (Zhang et al., 2025). Together, these findings suggest that well-designed, bilingual (Thai–Mandarin) audio-visual stories of Muay Thai rituals, training, music, and lineage could elevate perceived authenticity, emotional engagement, and visit intention among Chinese tourists.

From this synthesis, a clear research gap emerges: few studies have combined Muay Thai-specific heritage narratives in short-form AV storytelling with systematic measures of post-viewing engagement among Chinese tourists. This study addresses that gap by (i) developing a short, bilingual AV prototype based on authentic rituals, symbols, and soundscapes, and (ii) experimentally testing its impact on cognitive, emotional, and behavioral engagement, as well as intention associated with traveling to Thailand.

Accordingly, this research contributes theoretically to tourism storytelling and digital-engagement models while providing actionable guidance for Thai cultural stakeholders. Practically, it informs content standards (e.g., authenticity cues, ethical framing of youth practice), platform strategies for Douyin/RED, and experience design that channels online engagement into on-site learning (e.g., gym visits, ritual demonstrations). Given China’s prominence in Thailand’s inbound tourism mix (Reuters, 2025) and Thailand’s active ICH and heritage policy agenda (UNESCO, 2024; PRD, 2024), the study addresses an urgent need to connect heritage integrity with effective, evidence-based communication.

 

 

1.2  Research Question

1.2.1 What are the interests and behaviors of Chinese tourists who wish to engage in Thai cultural tourism?

1.2.2 How can audio-visual storytelling videos be developed to effectively promote Thai cultural tourism to Chinese tourists?

1.2.3 Are audio-visual storytelling videos effective in promoting Thai cultural tourism to Chinese tourists?

1.2.4 To what extent are Chinese tourists satisfied with the audio-visual storytelling videos designed to promote Thai cultural tourism?

 

1.3  Research Objectives

1.3.1 To investigate Chinese tourists’ perceptions of Muay Thai

 

1.3.2 To develop audio materials aligned with Chinese tourists’ perceptions and needs regarding Muay Thai.

1.3.3 To evaluate Chinese tourists’ engagement and satisfaction with the audio-visual storytelling approach for cultural Muay Thai.

1.3.4 To assess the satisfaction of Chinese tourists with the audio-visual storytelling videos designed to promote Thai cultural tourism.

 

1.4 Definition of Terms

1.4.1 Audio-Visual Storytelling: Refers to the integrated use of visual and auditory media to narrate or convey information on a specific topic. In this study, it focuses on storytelling related to Thai cultural tourism. By employing film, narration, music, and various effects, this method aims to capture the audience’s attention and create a meaningful experience that highlights the beauty and significance of Thai culture.

1.4.2 Videos to Promote: Denotes videos that are developed and designed based on the interests and travel behaviors of Chinese tourists, with the purpose of promoting Thai cultural tourism. Through engaging visual content, these videos seek to stimulate interest and motivate Chinese tourists to participate in tourism activities that center on Thai cultural heritage.

1.4.3 Thai Cultural Tourism: Refers to travel endeavors that emphasize learning about Thai cultural tourism, in this research, refers to travel motivated by interest in Thai cultural heritage, particularly the tradition and practice of Muay Thai, where tourists seek knowledge, authenticity, and meaningful experience.

1.4.4 Chinese Tourists: Indicates tourists originating from China who, within the scope of this research, express an interest in cultural tourism. Such tourists are keen to discover novel experiences and engage with Thai culture, particularly in areas involving Thai traditions and the country’s artistic and cultural heritage.

1.4.5 Engagement: Engagement in this study means the cognitive (attention, learning), emotional (interest, enjoyment), and behavioral (sharing, intention to visit Thailand) responses of Chinese tourists after viewing short-form video storytelling about Muay Thai.

 

1.5  Research Scope

1.5.1 Population and Sampling

1) Population

The population comprises Chinese tourists (mainland nationality) who consume short-form travel videos and exhibit interest or intention to visit Thailand. This group represents the core audience for culturally grounded Muay Thai storytelling on platforms such as Douyin and Xiaohongshu (RED)

2) Sampling and Sample Size

The study applies a three-phase design:

Phase 1 – Exploration (Qualitative): In-depth interviews with 20 Chinese tourists, stratified by generation (Gen Z/Millennials) and travel experience (visited vs. not visited Thailand).

Phase 2 – Prototype Testing: Three focus groups (n = 15) to review and refine Muay Thai short-video prototypes.

Phase 3 – Evaluation (Survey/Experiment): Questionnaire with 400 respondents to measure engagement and travel intention, sufficient for CFA/SEM and accounting for data attrition.

3) Sampling Procedure

1) Online: Multi-stage sampling – purposive platform selection (Douyin/RED), quota sampling by gender × age × Thai travel experience, then systematic random sampling.

2) On-site (optional): Quota + systematic sampling of 50 participants in high-density Chinese tourist sites (e.g., Bangkok boxing stadiums, Muay Thai museums, Phuket, Pattaya).

4) Participant Criteria

4.1) Inclusion: Aged 18–45; active users of short-form video platforms (≥3 times/week); prior exposure or interest in Thai/Muay Thai content.

4.2) Exclusion: Tourism/media practitioners; individuals unwilling to provide informed consent.

1.5.2 Research Variables

1) Independent Variable: Design of Muay Thai short-form audio-visual storytelling.

2) Dependent Variables: Engagement in three dimensions: cognitive, emotional, and behavioral (including travel intention).

3) Control Variables: Age, gender, prior travel to Thailand, martial arts familiarity, and frequency of short-video use.

1.5.3 Content Scope

1) Muay Thai Themes: Rituals (Wai Khru), music, rules, basic movements, ethics, historical/cultural identity, and cultural tourism experiences.

2) Design Principles: Narrative structure (setup–conflict–resolution), Thai cultural symbols, Muay Thai drum soundscape, and Thai–Chinese bilingual subtitles/voiceover.

1.5.4 Media Type and Duration

1) Format: Short-form videos adapted to platform standards (vertical 9:16 for Douyin/RED; horizontal 16:9 for YouTube Shorts if required).

2) Length: 60–120 seconds (maximum 180 seconds) to maximize completion and engagement rates.

1.5.5 Research Tools

This study employed 7 sets of instruments:

1) Muay Thai Short Video

A short-form video (1–3 minutes) was developed specifically for this study. The video incorporated ritual elements (Wai Khru), traditional pi–klong (oboe–drum) music, Muay Thai techniques, and cultural symbols. It was employed as a stimulus instrument for participants in the experimental phase to examine its effects on perceived media quality, engagement, and behavioral intention.

 

 

2) Expert Interview Guide

Semi-structured interview questions for Muay Thai specialists, tourism scholars, and media producers to explore approaches to audiovisual storytelling and the cultural significance of Muay Thai.

3)Tourist Interview Guide

Semi-structured interview questions for Chinese tourists to gather in-depth perspectives, experiences, and feelings toward Muay Thai short videos and their influence on tourism interest.

4) Media Quality Evaluation Form

Administered to experts in mass communication, digital media, and Muay Thai to assess content quality, accuracy, cultural appropriateness, audiovisual design, and overall appeal.

5) Perceived Media Quality Questionnaire

Administered to Chinese tourists to measure perceptions of content accuracy, realism, clarity, and attractiveness of the Muay Thai short video.

6) Engagement Assessment Scale

6.1) Designed to evaluate three dimensions of engagement after viewing:

6.2) Cognitive Engagement: Understanding of meaning and knowledge gained.

6.3) Emotional Engagement: Feelings of pride, appreciation, or enjoyment.

6.4) Behavioral Engagement: Sharing behavior, saving, or seeking further information.

7) Behavioral Intention Questionnaire

Used to measure tourists’ intentions, such as traveling to Thailand, participating in Muay Thai activities, or continuing to follow cultural media content.

1.5.6 Research Sites

1) Online: Mainland China participants via Douyin/RED and tourism-related communities.

2) On-site (optional): Bangkok (Ratchadamnoen Stadium/Muay Thai Museum), Phuket, and Pattaya (Muay Thai shows/tourist gyms).

1.5.7 Research Timeline

Month 1: Literature review, tool development, ethical approval, design of interview/survey instruments.

Month 2: Qualitative data collection (IDIs/FGDs) and design insights.

Month 3: Prototype short-video editing (A/B versions) and pilot testing.

Months 4–5: Quantitative data collection (Experiment + 400-sample survey).

Month 6: Statistical analysis (CFA/SEM), results, discussion, and recommendations.

1.5.8 Limitations

1) Representativeness: Online sampling may bias toward certain digital platform users.

2) Experimental vs. Real Context: Post-exposure engagement may not fully reflect on-site tourist experience.

3) Platform Differences: Algorithmic and community norms on Douyin/RED may affect content distribution and behavioral metrics.

4) Content Constraints: Short video duration limits coverage of ritual/historical dimensions, requiring selective emphasis.

5) Ethics and Youth Representation: Strict ethical considerations are required when Muay Thai content involves minors.

 

1.6  Research Benefits

1.6.1 Comprehensive insights into the interests and behaviour’s of Chinese tourists interested in engaging in Thai cultural tourism, which can be utilized to design appropriate communication and marketing strategies.

1.6.2 Effectively developed audio-visual storytelling videos to support and promote Thai cultural tourism among the target group of Chinese tourists.

1.6.3 The effectiveness of audio-visual storytelling videos in terms of communication and attracting Chinese tourists.

1.6.4 The level of satisfaction among Chinese tourists regarding the designed videos, which can be used to enhance their quality and increase their appeal in the future.

Chapter 2

Literature Review

 

Research on audio-visual storytelling for cultural tourism: a study of Chinese tourists’ engagement with Thai heritage content. The researcher has conducted a study and analysis of principles, theories, documents and related research as follows:

 

2.1 Early Origins and Muay Thai Cultural Roots

Muay Thai, also known as “Thai boxing,” is widely regarded as a martial art that evolved from Muay Boran, an umbrella term for ancient Thai combat practices. Scholars suggest that Muay Boran emerged during the Sukhothai period (13th–15th century), when martial arts were integrated into military training, royal ceremonies, and national defense strategies (Thongprasert, 2021; Kaewthep, 2019). Over time, Muay Thai transitioned from battlefield techniques into codified martial practices that emphasized ritual, symbolic movement, and physical discipline reflecting Buddhist and animist influences embedded in Thai society. reflecting Buddhist and animist influences embedded in Thai society, which today positions Muay Thai as a cultural asset that contributes to Thailand’s soft power and tourism promotion .These historical roots inform the ritualized and performative aspects of Muay Thai that are central to its heritage appeal.

2.1.1 Rituals and Intangible Heritage Dimensions

Rituals such as Wai Khru Ram Muay and the use of traditional music (Pi Java, drums, and cymbals) illustrate how Muay Thai embodies both physical and spiritual heritage (Hongthong & Whangmahaporn, 2022). These practices not only sanctify the combat space but also symbolize respect for teachers, ancestors, and the nation. UNESCO currently lists Muay Thai: Thai traditional boxing under Thailand’s “files pending priority treatment” for Intangible Cultural Heritage recognition, reflecting its significance as a living heritage that integrates performance, ritual, and identity (UNESCO, 2024). Such rituals not only preserve cultural memory but also serve as compelling narrative elements in short-form tourism videos that engage international audiences

2.1.2 Modernization and Global Expansion

The 20th century witnessed Muay Thai’s transformation into both a national sport and a global phenomenon. The introduction of boxing gloves, weight classes, and time limits modernized the practice, aligning it with international combat-sport standards (López-González et al., 2023) this positioned Muay Thai as part of Thailand’s cultural diplomacy, enhancing both tourism attraction and international engagement with Thai heritage

 Today, Muay Thai is promoted worldwide through tournaments, tourism events, and training camps that attract foreign practitioners, particularly from China, Europe, and North America. This internationalization also increases the demand for digital content that portrays Muay Thai authentically to foreign audiences (Fongkeo & Yodthong, 2023).

2.1.3 Ethical and Health Debates

While Muay Thai is celebrated as national heritage, debates persist around child boxing and health risks. Recent studies raise concerns about repetitive head impacts among young boxers, calling for protective policies without undermining the cultural continuity of Muay Thai traditions (Sae-Sim et al., 2025). These debates highlight the dual responsibility of preserving cultural authenticity while safeguarding participants’ well-being, an issue especially important in international heritage promotion. These ethical debates inform the content choices in Muay Thai promotional videos, particularly when targeting family and youth tourism markets, ensuring cultural respect while addressing health concerns.

2.1.4 Muay Thai as Intangible Heritage and Tourism Context

The heritage positioning creates opportunities for video storytelling that highlights rituals, symbolism, and embodied movement, shaping tourists’ perceptions of authenticity Beyond symbolism, Muay Thai intersects with public debates over health and ethics, especially in youth practice. Recent medical and public-health work synthesizes concerns about repetitive head impacts among child boxers (Sae-Sim et al., 2025) and proposes risk-assessment approaches using biomechanical modeling (Taedullayasatit et al., 2024/2025). This literature underscores the need for culturally respectful yet ethically framed communication when presenting Muay Thai to international audiences.

2.1.5 Uniqueness of Muay Thai

1) Art of Eight Limbs — Muay Thai employs fists, feet, knees, and elbows, creating eight points of contact for offense and defense. This technique generates a versatile fighting style that requires agility, rhythm, and high flexibility (Croom, 2022, MDPI).

2) Symbols, Rituals, and Sacred Objects — The Mongkhon (headband), Prajead (armbands), and the ritual Wai Khru Ram Muay symbolize cultural respect, historical continuity, and the deep bond between masters and practitioners (Wikipedia).

3) Embodied Cultural Performance — Muay Thai is not merely a sport but a form of embodied cultural expression. Its meaningful movements, ritual dances, and accompanying music transform it into a living cultural performance (Dawson, 2024, egrove.olemiss.edu).

2.1.6 Charm / Appeal

1) Balance of Power and Grace — these culturally expressive practices captivate international audiences, particularly Chinese tourists, who prefer emotionally immersive and visually appealing content

2) Physical and Mental Inspiration — Training and competition release stress, build discipline, and strengthen both confidence and self-identity (Croom, 2022, MDPI).

3) Cultural Expression — Practices such as Wai Khru Ram Muay, the use of Mongkhon, and traditional music captivate audiences seeking cultural experiences beyond athletic competition (Wikipedia; Dawson, 2024).

2.1.7 Values

1) Traditional and Identity Values — Muay Thai reflects Thai history and cultural values such as respect for teachers, discipline, and sportsmanship, positioning it as a national symbol and invented tradition (ResearchGate).

2) Psychological well-being and social value can be communicated through narrative video experiences that showcase training, rituals, and community interactions.(Croom, 2022, MDPI).

3) Social Value — Muay Thai fosters communities of practitioners, strengthens relationships between fighters and teachers, and acts as a medium of cultural exchange between Thais and foreigners, reinforcing its role as a soft power asset (ResearchGate).

2.1.8 Benefits

1) Health and Physical Benefits — Muay Thai training improves physical fitness, endurance, strength, metabolism, and flexibility, thereby enhancing quality of life (Sahin et al., 2025, PMC).

2) Psychological and Psychosocial Benefits — Training cultivates confidence, reduces stress and anger, and fosters a sense of value and purpose in life (Croom, 2022, MDPI).

3) Economic, Soft Power, and Tourism Benefits — Muay Thai attracts international tourists, generates economic revenue, promotes national image, and functions as a tool of cultural diplomacy (Chayanon, 2024, ResearchGate).

 

2.2 Muay Thai Cultural Tourism and Chinese Tourists

2.2.1 Characteristics of Muay Thai Cultural Tourism

Muay Thai cultural tourism encompasses visits to Muay Thai heritage sites (such as museums dedicated to Muay Thai history), participation in Muay Thai - related festivals and ceremonies (like events celebrating Muay Thai legends), and exploration of the sport's traditional techniques and cultural practices (such as learning about the spiritual aspects of Muay Thai) (Reisinger & Turner, 2003). Audio-visual storytelling aligns well with Chinese tourists’ digital media habits, as visually engaging, emotionally stimulating videos increase intention to visit Muay Thai heritage sites Such experiences appeal strongly to tourists seeking meaningful engagement with Muay Thai local traditions, rather than mere sightseeing (Pan & Fesenmaier, 2006). Tourists who participate in a Muay Thai workshop to learn about the sport's cultural significance get a deeper connection than those who just watch a match as a spectator.

2.2.2 Chinese Tourists’ Preferences

Chinese outbound tourists represent a substantial market segment for Thailand’s Muay Thai tourism and are drawn to digital media content before making travel decisions (Huang & Li, 2023). They tend to favor visually engaging, emotionally stimulating content that reveals the cultural authenticity of Muay Thai (Xiang, 2018). Audio - visual storytelling thus proves highly suitable for catering to these preferences and shaping a robust online destination image for Muay Thai tourism (Zhang et al., 2021). A visually stunning and emotionally moving video about Muay Thai culture is more likely to attract Chinese tourists to plan a trip to experience Muay Thai firsthand.

 

The literature collectively underscores the potential of audio - visual storytelling to enhance Chinese tourists’ perception of Muay Thai cultural tourism. By integrating narrative transportation, leveraging uses and gratifications, and applying media effects principles, travel videos and vlogs can depict both tangible (historical training sites, Muay Thai artifacts) and intangible (Muay Thai legends, traditions) cultural elements with heightened authenticity and emotional appeal. This approach aligns with Chinese tourists’ preferences for visually rich and emotionally resonant content. Consequently, the development of structured, culturally nuanced, and interactive storytelling videos can serve as a crucial strategy for promoting Muay Thai cultural tourism to this significant market segment.

 

2.3 Audio-Visual Storytelling for Cultural Heritage

A growing body of scholarship shows that digital storytelling (DST) enhances access to and engagement with heritage by combining narrative, visuals, and sound—especially on social platforms. A 2025 systematic review in Heritage proposes an Integrated Digital Storytelling for Social Media (IDSM) framework emphasizing four elements for youth engagement: platform integration, multimedia engagement, community participation, and cultural authenticity (Kasemsarn & Nickpour, 2025). Parallel reviews on digital cultural heritage also highlight the surge of immersive, mobile, and social media–native formats as key engagement drivers (Lian et al., 2024). Together, these works argue that AV storytelling can translate complex heritage (rituals, symbolism, soundscapes) into compelling micro-narratives suitable for short-video ecosystems.

2.3.1 Meaning

Audio-visual storytelling (AVS) in the context of cultural heritage refers to the use of visuals, sound, music, and narration to convey cultural meanings, values, and identities. It emphasizes structured narratives capable of fostering audience engagement, both in documentary formats and short-form videos on online platforms (Podara et al., 2021).

2.3.2 Importance

AVS plays a significant role in multiple dimensions:

1) Cultural Communication: It enables authentic communication of cultural identity and values, fostering understanding and trust in heritage, particularly among youth who are active digital media users (Kasemsarn & Nickpour, 2025).

2) Heritage Preservation and Access: International organizations such as UNESCO and the World Heritage Centre employ audio-visual and 3D media to enhance heritage learning and interpretation (UNESCO, n.d.; UNESCO World Heritage Centre, n.d.).

3) Tourism Promotion: Research has shown that short-form tourism videos strongly influence destination perception and travel decision-making (Zhang et al., 2025).

 

2.3.3 Theoretical Foundations

Several theories underpin AVS research and applications:

1) Narrative Transportation Theory explains how audiences become immersed in stories, potentially leading to attitudinal or behavioral change (Green & Brock, 2000).

2) S-O-R Framework (Stimulus–Organism–Response) describes the process whereby media attributes (stimuli) influence user perceptions and emotions (organism), which in turn shape behavioral responses (Jiang et al., 2024).

3) Technology Acceptance and Flow Models highlight the role of credibility, entertainment, and immersion in driving acceptance and engagement with digital media (Jiang et al., 2024).

2.3.4 Components of AVS

Key components of AVS include (Podara et al., 2021; Kasemsarn & Nickpour, 2025):

1) Narrative structure.

2) Visual grammar (camera work, imagery).

3) Soundscape (sound effects, music).

4) Multilingual narration or subtitles.

5) Authenticity cues.

6) Social media engagement features.

2.3.5 Development Process

The general process of developing AVS for cultural heritage involves:

1) Analyzing the heritage context and aligning with international guidelines (UNESCO, n.d.; ICOMOS, 2025).

2) Designing narrative structure and storyboards (Podara et al., 2021).

3) Producing audio-visual content using authentic sources (Kasemsarn & Nickpour, 2025).

4) Expert validation to ensure accuracy (ICOMOS, 2025).

5) User testing and content refinement (Zhang et al., 2025).

6) Dissemination and monitoring of engagement outcomes (Jiang et al., 2024).

2.3.6 Applications

AVS has been applied in diverse contexts:

1) Museums and Heritage Sites: Interactive documentaries and digital maps to facilitate learning (UNESCO World Heritage Centre, n.d.).

2) Tourism Marketing: Short-form narrative-driven videos on platforms such as Douyin and TikTok to encourage travel intentions (Zhang et al., 2025).

3) Virtual Heritage Experiences: Use of flow theory to enhance immersion, engagement, and real-world travel intentions (Jiang et al., 2024).

 

2.4 Storytelling Effects in Destination Marketing

Tourism research increasingly examines how story design shapes persuasion. Multi-method and experimental studies in Journal of Hospitality and Tourism Management demonstrate matching effects between story type and destination type, where alignment boosts persuasive outcomes (Xu et al., 2024; Zhang et al., 2024). For a Muay Thai case, this suggests storylines that blend heroic arcs with ritual authenticity could outperform generic information videos by better fitting the “heritage-performance” destination schema. Applying these findings to Muay Thai short videos suggests that narrative immersion and authenticity cues will drive cognitive, emotional, and behavioral engagement among Chinese tourists

 

2.5 Theoretical Foundations for Short-Form Heritage Storytelling

2.5.1 Stimulus–Organism–Response (S-O-R)

In this framework, video content serves as the stimulus—through visual, auditory, symbolic, and ritual elements—which activates internal processes of value appraisal and emotional response (organism) and leads to behavioral outcomes such as intentions to share, seek further information, or travel (response). For example, a 2024 experimental study on historical storytelling in heritage tourism found that narrative stimuli significantly influence destination image and perceived value, which in turn mediate behavioral intentions, consistent with S-O-R theory (Yuxin et al., 2024).

2.5.2 Narrative Transportation.

Storytelling that immerses (transports) viewers into the narrative world improves attitudes and travel intentions. Studies of short tourism videos show that narrative transportation (deep engagement) acts as a mediator between narrative design and positive attitudes toward travel. Liu et al. (2024) studied short videos on TikTok and found that attributes of stimulus (entertainment, informativeness, interactivity) increase internal responses (flow experience) which then drive behavioral intentions.

2.5.3 TAM / UTAUT2 Pathways (Short-Form Video → Behavior)

Content factors like informativeness, entertainment, and cultural authenticity affect perceived usefulness and ease of use, which then influence engagement and behavioral intention. The study “The impact of TikTok short video factors on tourists’ behavioral intention” (Liu et al., 2024) applies both TAM and S-O-R to show that content attributes significantly affect usefulness and ease-of-use, thereby influencing behavioral intention. Also, a 2025 study integrating UTAUT2, perceived value theory, and S-O-R in the context of video streaming platforms found that performance expectancy, effort expectancy, social influence, and hedonic motivation positively influence subscription intention, mediated by perceived value.

2.5.4 Story–Destination Fit

The persuasive effectiveness of heritage storytelling is stronger when narrative themes align with the destination’s heritage character. For instance, findings from the historical storytelling study (Yuxin et al., 2024) show that authentic place image and heritage value are more credible and effective when the story evokes actual cultural and historical symbols of the place.

 

2.6 Chinese Tourists, Short-Video Platforms, and Engagement

Short-video platforms (Douyin/TikTok; Xiaohongshu/RED) now shape discovery, planning, and sharing among Chinese travelers. Empirically, a 2024 open-access study in PLOS ONE shows that TikTok content factors (informativeness, entertainment) influence behavioral intention via flow (telepresence, focused attention, time distortion), with significant differences between Gen Z and Millennials (Liu et al., 2024). Complementing this, Zhou et al. (2023) use UTAUT2 to evidence TikTok’s impact on destination choice among young Chinese tourists. Further, consumer-behavior evidence from Advances in Consumer Research (2025) analyzing Xiaohongshu and Douyin finds attitudes mediate the path from perceptions to intention in tourism decisions—supporting the role of short-video UGC in motivation and planning (Zhang, Sumritsakun, Singhavara, & Ruangnapakul, 2025). Journalistic analysis likewise documents RED’s end-to-end “research-plan-share” travel loop fostering viral trends (Rest of World, 2024).

 

2.7 Defining and Measuring Tourist Engagement (Cognitive–Emotional–Behavioral)

Contemporary tourism studies operationalize engagement as cognitive, emotional, and behavioral responses, often adapted from marketing engagement scales and validated through CFA/SEM. Recent works (e.g., 2024–2025 studies on travel engagement and short-video effects) apply multidimensional engagement measures and report acceptable reliability/validity (e.g., CFI/TLI ≥ .90; AVE ≥ .50), aligning with our study’s post-view measurement plan (see also Liu et al., 2024 for flow-to-intention pathways).

 

2.8 Related Studies on Short Videos and Tourism Outcomes

Beyond attitudes, short-video signals predict demand: Hu et al. (2024) extract popularity and publicity variables from short-video data to forecast tourism demand, evidencing predictive links between platform dynamics and visitation. New studies in 2025 elaborate mechanisms by which distinctiveness of short travel videos elicits pride and forwarding intention, and how destination stimuli construct emotional bonds through appraisals—further supporting S-O-R pathways relevant to our Muay Thai narratives (Wu et al., 2025; Xu et al., 2025).

 

 

 

2.9 Related Research

Recent research highlights the growing influence of short-form videos on tourism engagement, particularly among younger audiences and Chinese tourists. Short videos have been shown to enhance emotional resonance, trust, and audience engagement, all of which positively affect travel intention (Cai, Jia, & Zhang, 2023; Liu, Jiang, & Muhammad, 2024; Xu, Zhang, & Li, 2023). By delivering concise, visually appealing, and interactive content, these videos cater to contemporary viewing habits and encourage cognitive and affective involvement with the destination.

Content quality, authenticity, and interactivity are central to the effectiveness of short tourism videos. High-quality videos that convey authentic experiences and incorporate interactive features stimulate stronger behavioral intentions among viewers. Studies indicate that perceived authenticity, professional audiovisual production, and opportunities for audience interaction enhance trust, enjoyment, and curiosity, thereby reinforcing intentions to visit featured destinations (Zhang & Youngmee, 2024; He, Gao, Yan, Xing, Chen, & Ding, 2023; Liu, Liu, & Zhang, 2023).

Effective storytelling strategies are critical for audience satisfaction and engagement. Integrating narrative elements such as visuals, sound, music, interviews, and culturally meaningful themes enhances both perceived engagement and emotional involvement. Such strategies not only strengthen cognitive and affective evaluations but also facilitate the preservation and dissemination of intangible cultural heritage (Zhang & Youngmee, 2024; Chayanon, 2024).

From the perspective of Chinese tourists, travel intention is strongly influenced by informative, entertaining, and credible short video content delivered through platforms such as Douyin and TikTok. These platforms serve both as information channels and persuasive media, shaping perceptions, fostering emotional connections, and enhancing willingness to travel (Xu et al., 2023; Chen, Wu, & Zhang, 2023; Zhu, Li, & Jang, 2023).

Muay Thai, as an intangible cultural heritage and symbol of Thai soft power, presents unique opportunities for tourism storytelling. Its distinctive rituals, visual spectacle, and cultural significance make it highly suitable for short-video narratives that engage audiences emotionally and cognitively. By leveraging high-quality, authentic, and interactive Muay Thai videos, tourism marketers can enhance perceived engagement, satisfaction, and behavioral responses among Chinese tourists, ultimately strengthening travel intention (Chayanon, 2024).

Taken together, these studies suggest that Muay Thai narrative videos, when designed with attention to media quality, authenticity, and interactivity, can effectively drive affective and cognitive engagement, perceived satisfaction, and behavioral intention among Chinese tourists. These insights directly inform the conceptual framework presented in Section 2.10, positioning Muay Thai short videos as a key driver of cultural tourism engagement and travel intention

 

 

 

2.10 Research Conceptual framework

 

 

 

 

 

 

 

 

 

 

 

Figure 1 Conceptual framework chart

                                                            Chapter 3

Research Methodology

 

This research aims to employ a mixed methods approach for collecting both qualitative and quantitative data through surveys, interviews, and group discussions with participants who possess insights into the subject matter. The process for conducting this research involves the following steps:

 

3.1 Population and Sample

3.2 Research Variables

3.3 Research Scope

3.4 Research Tools

3.5 Develop and Validate Research Tools

3.6 Data Collection

3.7 Data Analysis

3.8 Statistics used in data analysis

 

3.1.1 Population

The population for this study consists of Chinese tourists (mainland nationality) who consume short-form travel videos and have an interest or intention to travel to Thailand. To align with the study’s objectives, participants are further limited to those who have not previously visited Thailand, ensuring that travel intention is not influenced by prior experience.

3.1.2 Sampling and Sample Size

To ensure both depth and breadth of insights, the study employs a three-phase approach:

Phase 1 – Exploration (Qualitative):

• Method: In-depth interviews
• Sample: 20 Chinese tourists
• Stratification: By generation (Gen Z vs. Millennials) and prior travel experience (excluding those who have visited Thailand)
• Purpose: To explore perceptions, preferences, and motivations related to short-form travel videos and cultural tourism.

Phase 2 – Co-design / Prototype Testing:

• Method: Focus Group Discussions (FGDs)
• Sample: 3 groups of 5 participants each (n = 15)
• Purpose: To review and refine short-video storyboards and prototypes, ensuring cultural relevance, appeal, and clarity of narrative.

Phase 3 – Evaluation (Experiment + Survey):

• Method: Web-based questionnaire survey
• Sample: 400 participants
• Purpose: To quantitatively measure engagement, affective response, perceived satisfaction, and travel intention.
• Justification: The sample size is sufficient for Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), and allows for potential data loss.

3.1.3 Data Collection Considerations

• Mode: Online only (web-based surveys and experimental tasks)
• Recruitment: Participants recruited via social media platforms, short-video communities, and travel interest forums.
• Consent: Informed consent obtained electronically prior to participation.
• Quality Control: Measures include attention-check questions, completion time monitoring, and data validation to ensure reliable responses.

 

3.1.3 Sampling Procedure

1.3.1 Online: Multi-stage sampling — purposive selection of platforms (Douyin/RED) → quota sampling by gender × age × Thai travel experience → systematic random sampling within quotas.

1.3.2 On-site (optional): Data collection in high-density Chinese tourist areas (e.g., Bangkok boxing stadiums/Muay Thai museums, Phuket, Pattaya) using quota + systematic sampling (n = 50).

3.1.4 Criteria for Participant Selection

1) Inclusion Criteria: Individuals aged 18–45; using short-form video platforms (e.g., Douyin, Xiaohongshu/RED) at least three times per week; with prior exposure to or interest in Thai/Muay Thai content.

2) Exclusion Criteria: Tourism or media practitioners (to reduce occupational bias); individuals unwilling to provide informed consent under research ethics.

 

3.2 Research Variables

3.2.1 Independent Variables

Muay Thai short-form audio-visual storytelling design, with sub-components: narrative plot, traditional music/soundscape, Thai–Chinese bilingual narration, editing rhythm, and cultural symbols/rituals.

3.2.2 Dependent Variables

Three dimensions of engagement after exposure:

1) Cognitive: Attention, learning, and understanding of Muay Thai.

2) Emotional: Enjoyment, aesthetic impression, and attachment.

3) Behavioral: Likes, shares, saves, and intention to travel to Thailand/visit Muay Thai sites/join workshops.

3.2.3 Control Variables

Age, gender, prior Thai travel experience, martial arts familiarity, and frequency of short-video platform usage.

  

3.3 Research Scope

3.3.1 Content Scope

1) Muay Thai Themes: Rituals (Wai Khru), music, rules, basic movements, ethics, historical/cultural identity, and cultural tourism experiences.

2) Design Principles: Narrative structure (setup–conflict–resolution), Thai cultural symbols, Muay Thai drum soundscape, and Thai–Chinese bilingual subtitles/voiceover.

3.3.2 Media Type and Duration

1) Format: Short-form videos adapted to platform standards (vertical 9:16 for Douyin/RED; horizontal 16:9 for YouTube Shorts if required).

2) Length: 60–120 seconds (maximum 180 seconds) to maximize completion and engagement rates.

3.3.3 Research Sites

1) Online: Mainland China participants via Douyin/RED and tourism-related communities.

2) On-site (optional): Bangkok (Ratchadamnoen Stadium/Muay Thai Museum), Phuket, and Pattaya (Muay Thai shows/tourist gyms).

3.3.4 Research Timeline

Month 1: Literature review, tool development, ethical approval, design of interview/survey instruments.

Month 2: Qualitative data collection (IDIs/FGDs) and design insights.

Month 3: Prototype short-video editing (A/B versions) and pilot testing.

Months 4–5: Quantitative data collection (Experiment + 400-sample survey).

Month 6: Statistical analysis (CFA/SEM), results, discussion, and recommendations.

3.3.5 Limitations

1) Representativeness: Online sampling may bias toward certain digital platform users.

2) Experimental vs. Real Context: Post-exposure engagement may not fully reflect on-site tourist experience.

3) Platform Differences: Algorithmic and community norms on Douyin/RED may affect content distribution and behavioral metrics.

4) Content Constraints: Short video duration limits coverage of ritual/historical dimensions, requiring selective emphasis.

5) Ethics and Youth Representation: Strict ethical considerations are required when Muay Thai content involves minors.

 

3.4  Research Tools

This study employed 7 sets of instruments:

4.4.1 Muay Thai Short Video

A short-form video (1–3 minutes) was developed specifically for this study. The video incorporated ritual elements (Wai Khru), traditional pi–klong (oboe–drum) music, Muay Thai techniques, and cultural symbols. It was employed as a stimulus instrument for participants in the experimental phase to examine its effects on perceived media quality, engagement, and behavioral intention.

4.4.2 Expert Interview Guide

Semi-structured interview questions for Muay Thai specialists, tourism scholars, and media producers to explore approaches to audiovisual storytelling and the cultural significance of Muay Thai.

4.4.3 Tourist Interview Guide

Semi-structured interview questions for Chinese tourists to gather in-depth perspectives, experiences, and feelings toward Muay Thai short videos and their influence on tourism interest.

4.4.4 Media Quality Evaluation Form

Administered to experts in mass communication, digital media, and Muay Thai to assess content quality, accuracy, cultural appropriateness, audiovisual design, and overall appeal.

4.4.5 Perceived Media Quality Questionnaire

Administered to Chinese tourists to measure perceptions of content accuracy, realism, clarity, and attractiveness of the Muay Thai short video.

4.4.6 Engagement Assessment Scale

1) Designed to evaluate three dimensions of engagement after viewing:

2) Cognitive Engagement: Understanding of meaning and knowledge gained.

3) Emotional Engagement: Feelings of pride, appreciation, or enjoyment.

4) Behavioral Engagement: Sharing behavior, saving, or seeking further information.

4.4.7 Behavioral Intention Questionnaire

Used to measure tourists’ intentions, such as traveling to Thailand, participating in Muay Thai activities, or continuing to follow cultural media content.

 

3.5 Develop and Validate Research Tools

3.5.1 Muay Thai Short Video

1) Development: A short video (1–3 minutes) was produced through the following steps:

1.1) Reviewing documents and cultural symbols (e.g., Wai Khru ritual, traditional pi–klong music, Muay Thai techniques).

1.2) Preparing the storyboard and bilingual narration (Thai–Mandarin).

1.3) Producing and editing with high-definition audiovisual quality.

1.4) Validating content accuracy by experts in Muay Thai and digital media.

2) Evaluation: The video was assessed using the Media Quality Evaluation Form and the Perceived Media Quality Questionnaire.

3.5.2 Expert Interview Guide

1) Development: Semi-structured interview questions focusing on three areas:

1.1) Storytelling of Muay Thai through audiovisual media.

1.2) Cultural values of Muay Thai.

1.3) Recommendations for developing tourism-related content.

2) Measurement: Data were analyzed through content analysis and categorized into themes such as rituals, authenticity, and tourism promotion.

3) Quality Validation:

3.1) Content Validity (IOC):

 

 

where R = expert rating (+1 = relevant, 0 = uncertain, −1 = irrelevant), N = number of experts.

Threshold: IOC ≥ 0.50 indicates acceptable validity.

 

3.5.3 Tourist Interview Guide

1) Development: Semi-structured questions were designed to explore Chinese tourists’ perspectives, covering:

1.1) Feelings after viewing the video.

1.2) Perceptions of Muay Thai’s values and uniqueness.

1.3) Intention to travel or share the video.

2) Measurement: Qualitative data were analyzed using thematic coding.

3) Quality Validation:

3.1) Content Validity (IOC):

 

 

where R = expert rating (+1 = relevant, 0 = uncertain, −1 = irrelevant), N = number of experts.

Threshold: IOC ≥ 0.50 indicates acceptable validity.

 

3.5.4 Media Quality Evaluation Form

1) Target Group: Experts in mass communication, digital media, and Muay Thai.

2) Evaluation Criteria: Five-point Likert scale (1 = Very low to 5 = Excellent). Indicators included:

1.1) Content accuracy.

1.2) Cultural appropriateness.

1.3) Audiovisual design.

1.4) Attractiveness and completeness.

3) Quality Validation:

3.1) Content Validity (IOC)

where R = expert rating (+1 = relevant, 0 = uncertain, −1 = irrelevant), N = number of experts.

Threshold: IOC ≥ 0.50 indicates acceptable validity.

 

3.2)  Reliability Testing (Cronbach’s Alpha):

 

 

3.5.5 Perceived Media Quality Questionnaire

1) Target Group: Chinese tourists.

2) Evaluation Criteria: Five-point Likert scale (1 = Strongly disagree to 5 = Strongly agree). Indicators:

1.1) Content accuracy.

1.2) Realism and authenticity.

1.3) Clarity and comprehensibility.

1.4) Attractiveness.

3) Quality Validation:

3.1) Content Validity (IOC):

where R = expert rating (+1 = relevant, 0 = uncertain, −1 = irrelevant), N = number of experts.

Threshold: IOC ≥ 0.50 indicates acceptable validity.

 

3.2)  Reliability Testing (Cronbach’s Alpha):

 

3.5.6 Engagement Assessment Scale

1) Dimensions:

1.1) Cognitive Engagement (understanding and learning).

1.2) Emotional Engagement (pride, enjoyment, appreciation).

1.3) Behavioral Engagement (sharing, searching for more information).

2) Evaluation Criteria: Five-point Likert scale (1 = Strongly disagree to 5 = Strongly agree).

3) Quality Validation:

3.1) Content Validity (IOC):

where R = expert rating (+1 = relevant, 0 = uncertain, −1 = irrelevant), N = number of experts.

Threshold: IOC ≥ 0.50 indicates acceptable validity.

 

3.2) Reliability Testing (Cronbach’s Alpha):

3.5.7 Behavioral Intention Questionnaire

1) Focus: Measures Chinese tourists’ intentions, including:

1.1) Traveling to Thailand.

1.2) Participating in Muay Thai activities/workshops.

1.3) Continuously following Muay Thai media.

2) Evaluation Criteria: Five-point Likert scale (1 = Strongly disagree to 5 = Strongly agree).

3) Quality Validation:

3.1) Content Validity (IOC):

where R = expert rating (+1 = relevant, 0 = uncertain, −1 = irrelevant), N = number of experts.

Threshold: IOC ≥ 0.50 indicates acceptable validity.

 

3.2)  Reliability Testing (Cronbach’s Alpha):

 

 

3.6 Data Collection

3.6.1 Muay Thai Short Video

4.1.1 Online

1) Participants receive a secure trial link (Qualtrics/Wenjuanxing).

2) Before viewing, they complete an online consent form (Mandarin) detailing purpose, duration, and withdrawal rights.

3) Upon agreement, the system plays the video automatically; skipping or exiting midway is disabled.

4) The platform records viewing duration and completion rate.

4.1.2 On-site

1) Participants register and sign a hard-copy consent form.

2) Videos are presented in a controlled environment (screening room/tablet with headphones) to ensure 100% completion.

3) Researchers observe and note viewing behaviors (e.g., attention, use of mobile phones).

3.6.2 Expert Interview Guide

4.2.1 Online

1) Invitation letter and digital consent form are sent via email.

2) The interview is scheduled through Zoom/Teams, with participants turning on their cameras. Audio and video are recorded with explicit consent.

3) A semi-structured interview protocol is followed (45–60 minutes).

4) Transcripts are summarized and returned to participants for verification (member checking).

4.2.2 On-site

1) Interviews are conducted at a location convenient for the expert, with a hard copy of the consent form signed in person.

2) The purpose of the study is explained, and participants are reminded of their right to decline or withdraw at any time.

3) Audio recording is complemented with field notes.

4) Participants are thanked and provided with a copy of the signed consent form.

3.6.3 Tourist Interview Guide

4.3.1 Online

1) Participants receive an invitation link and complete an online consent form.

2) The session begins with viewing the Muay Thai Short Video (4.1), followed by an online interview lasting 30–45 minutes.

3) Semi-structured questions are used, supported by prompts from the video’s images and audio.

4) Audio and video are recorded with consent.

4.3.2 On-site

1) Data are collected at tourism sites or Muay Thai camps, with participants signing written consent forms.

2) The video is shown on a tablet before conducting individual or small-group interviews immediately afterward.

3) Audio is recorded, supplemented with observation notes.

4) Participants are reminded of their right to withdraw their data at any time.

3.6.4 Media Quality Evaluation Form (Experts)

4.4.1 Online

1) A video link and evaluation form (Google Form/Qualtrics) with an online consent page are provided

2) Experts watch the video and complete a 5-point Likert-scale evaluation.

3) Responses are securely submitted through the online system.

4.4.2 On-site

1) Experts are invited to a controlled video screening.

2) Research purpose and rights are explained, followed by signed informed consent.

3) Evaluation is completed on paper or tablet.

4) All documents are collected and sealed to maintain confidentiality.

3.6.5 Perceived Media Quality Questionnaire (Chinese Tourists)

4.5.1 Online

1) Participants receive a link with an online consent form, clarifying their right to refuse or withdraw.

2) After consent, the system plays the full video, followed by a questionnaire assessing four dimensions: accuracy, realism, clarity, and attractiveness.

3) Data are collected anonymously.

4.5.2 On-sit

1) Paper or tablet questionnaires (Mandarin/English) are distributed immediately after viewing.

2) Participants sign a consent form before completing the survey.

3) Researchers provide minimal instructions and ensure responses are independent.

3.6.6 Engagement Assessment Scale

4.6.1 Onlin

1) Administered within the same system following the Media Quality Questionnaire.

2) A brief embedded consent reminder emphasizes the option to skip items.

3) Participants respond to three engagement dimensions: cognitive, emotional, and behavioral.

4.6.2 On-site

1) Paper or tablet-based scale is distributed after the media quality evaluation.

2) Since consent was already obtained, rights are reiterated prior to participation.

3) Researchers facilitate the process without exerting pressure.

3.6.7 Behavioral Intention Questionnaire

4.7.1 Online

1) Presented as the final section after the Engagement Scale.

2) A consent reminder is provided, assuring withdrawal rights without consequences.

3) Participants rate their behavioral intentions (e.g., traveling to Thailand, joining Muay Thai camps, sharing media) using a 5-point Likert scale.

4.7.1 On-site

1) Administered immediately after the Engagement Scale.

2) Participants are reminded of their right to decline any question.

3) Responses are recorded anonymously using participant codes.

Note: Ethical Safeguards Applied to All Instruments

1) Purpose, duration, voluntariness, and withdrawal rights are clearly explained before participation.

2) Anonymous codes are used instead of personal identifiers.

3) Data are stored in encrypted systems or sealed physical files.

4) Information is used strictly for research purposes and deleted/destroyed after project completion.

 

3.7  Data Analysis

3.7.1 Muay Thai Short Video (Stimulus Log)

1) Viewing logs (watch time, completion rate, replays) are examined.

2) Incomplete cases (e.g., < 90% viewing) are excluded.

3) Key variables such as completion percentage and average viewing time are computed.

4) Descriptive statistics (mean, SD, frequency) are used to present viewing behaviors.

5) When comparing video versions, t-tests or ANOVA are applied.

3.7.2 Expert Interview Guide

1) All audio/video recordings are transcribed.

2) Transcripts are verified for accuracy and anonymized.

3) Data are thematically coded according to predefined and emergent categories.

4) Code frequencies and co-occurrences are analyzed.

5) Representative quotations are extracted to illustrate findings.

3.7.3 Tourist Interview Guide

1) Interviews with Chinese tourists are transcribed and translated into a single language.

2) Transcripts are verified for accuracy.

3) Major themes (cognitive, emotional, behavioral) are developed, with room for emergent themes.

4) Data are coded, and inter-coder reliability is checked.

5) Thematic interpretations are synthesized to reflect tourists’ experiences and perspectives.

3.7.4 Media Quality Evaluation Form (Experts)

1) Returned Likert-scale evaluations (1–5) are screened.

2) Mean and SD are computed for each dimension.

3) Content validity (IOC) and reliability (Cronbach’s α) are assessed.

4) Findings highlight strengths and areas for improvement.

5) If multiple video versions exist, paired t-tests are used for comparison.

3.7.5 Perceived Media Quality Questionnaire (Tourists)

1) Data are screened, with incomplete or abnormally fast responses removed.

2) Mean and SD are calculated for four dimensions: accuracy, authenticity, clarity, attractiveness.

3) Reliability is tested (Cronbach’s α ≥ 0.70).

4 )Group differences are analyzed using t-tests/ANOVA.

5) Relationships with engagement and intention are examined using Pearson correlations.

3.7.6 Engagement Assessment Scale

1) Data from three engagement dimensions (cognitive, emotional, behavioral) are screened.

2) Mean and SD are calculated for each dimension.

3) Reliability is assessed (Cronbach’s α).

4) Group comparisons are performed (t-test/ANOVA).

5) Regression or SEM is used to test engagement as a mediator between perceived media quality and behavioral intention.

3.7.7 Behavioral Intention Questionnaire

1) Questionnaires are screened for completeness.

2) Composite and mean scores are calculated for three dimensions: travel, participation, and sharing.

3) Reliability is tested (Cronbach’s α).

4) Group differences are analyzed (t-test/ANOVA).

5) Regression or path analysis is used to test the model: Perceived Media Quality → Engagement → Behavioral Intention.

 

3.8 Statistics used in data analysis

3.8.1 Descriptive Statistics

Frequencies, percentages, means, and standard deviations were employed to describe the demographic characteristics of participants and to identify overall response trends.

3.8.2 Instrument Quality Assessment

1) Content Validity: The Index of Item-Objective Congruence (IOC) was applied, with a threshold of IOC ≥ 0.50 considered acceptable.

2) Reliability: Internal consistency was examined using Cronbach’s Alpha, with α ≥ 0.70 regarded as satisfactory.

3.8.3 Inferential Statistics

1) t-test / ANOVA: Used to compare engagement and behavioral intention across different subgroups of participants.

2) Pearson Correlation: Applied to examine the relationships among perceived media quality, engagement, and behavioral intention.

8.3.3 Regression Analysis (or SEM/Path Analysis for more complex modeling): Employed to test the influence of the independent variable (perceived media quality) on the dependent variables (engagement and behavioral intention).