Using Media for Public Relations of Thai Food to Global Market in China

Abstract

This research aims 1) to study media exposure behavior of various age target groups: teenager, working age, and elderly, 2) to develop suitable media for public relations of Thai food to specific target groups, and 3) to study media satisfactory of Chinese to the integrated media for public relations of Thai food innovation to global market. The studied groups include 249 tourists both Chinese and others who travelled in Thailand and 100 Chinese tourists in Shanghai, China. The research tools are 1) integrated public relations media of Thai food innovation including website, video, mobile application, and publications, 2) satisfactory survey, and 3) questionnaire on media exposure behavior on public relations media of Thai food to global market. The survey and questionnaire were offered in Chinese and English languages. Results suggest that media exposure behavior of the tourist on Thai food information are not significantly different among nationality. There is no relationship between age and media exposure behavior. The most favorable media among tourists is online social media, followed by mobile application and website, respectively. Chinese prefers to receive information on Thai food via online social media, while the others prefer to receive the information via mobile application. Chinese would like to know about Thai food innovation, while others would like to learn about Thai food recipe. The study suggests that the suitable integrated media for public relations of Thai food to Chinese should be presented in Chinese language and published in most common social media among Chinese such as WeChat and Youku.