A Case Study Of Thai Tv Series “2Gether The Series” And “I Told Sunset About You.docx

Independent Study (The influence of LGBTQ+ Thai series on perception and intention to travel to Thailand among young Vietnamese tourists A case study of Thai TV series “2gether The Series” and “I Told[.]

Table of Contents

CHAPTER 1: INTRODUCTION 3

1.1 Rationale of the research 4

1.2 Problem statement 4

1.3 Objectives of Study 5

1.4 Research Questions 5

1.5 Significance of the study 5

1.6 Scope of the study 6

1.7 Definitions of terms 7

CHAPTER 2: LITERATURE REVIEW 9

2.1 Tourism Overview 9

a) Overview of Thailand’s tourism at the moment 9

b) The role of LGBTQ+ series in the development of the tourism industry 11

c) How does LGBTQ+ affect young Vietnamese tourist’s perception of their intention to travel to Thailand? 12

2.2 To analyse LGBTQ+ acceptance towards Vietnamese people intention to travel to Thailand 13

a) Information about LGBTQ+ series in Thailand in recent times 14

b) How do the LGBTQ+ series in Thailand develop? 15

c) Why can the LGBTQ+ series in Thailand develop like that? 15

2.3 To examine the level of satisfaction towards LGBTQ+ actors to increase Vietnamese people intention to travel to Thailand 15

2.4 To outline the impact of LGBTQ+ artist’s popularity on increasing the intention of Vietnamese people to travel to Thailand 17

a) Introducing information and outstanding statistics from the two series 17

b) How do the Thai LGBTQ+ series “2gether The Series” and “I Told Sunset About You” attract tourists to Thailand, especially young Vietnamese tourists? 19

2.4 Conceptual Framework 22

References 23

The topic: The influence of LGBTQ+ Thai series on perception and intention to travel to Thailand among young Vietnamese tourists A case study of Thai TV series “2gether The Series” and “I Told Sunset About You”.

CHAPTER 1: INTRODUCTION

At a global level, people have shown a preference for watching Thai series due toseveral reasons One of these reasons is the exceptional talent of the series’cast Thai seriesare renowned and influential for portraying stories about life, love, and tragedies According

to various reports, Thailand is considered a haven for same-sex couples in terms of tourism(Chuaikun & Wijitsopon, 2021) In 2017, Bangkok became the second most LGBTQ+friendly city in Asia Embracing diversity on a daily basis is essential to influence andresonate with people Beyond its famous attractions, cuisine, and cultural practices, Thailandhas also gained recognition as a prolific producer of boy’s love or LGBTQ+ Thai series Forexample, series like “Dew” (2019) and “The Last Heroes” (2019) have contributed todrawing crowds, and the country has undertaken various campaigns to attract internationaltourists

The COVID-19 pandemic has had a positive impact on the success of these series, aspeople had more time to watch them during lockdowns Additionally, social media hasemerged as a powerful platform for spreading and discovering popular LGBTQ+ series.Furthermore, it can be observed that after watching Thai TV series, Vietnamese viewers oftenchoose to visit Thailand to experience its food, culture, people, and picturesque locations Asignificant reason for this choice is the desire to see their favorite stars and renowned castmembers from these TV series Tourists often seek destinations where they can appreciate thebeauty of the surroundings and savor local cuisine, thereby relaxing their mood and mind.The BL or boy love genre of entertainment has achieved remarkable success across much ofAsia, and many LGBTQ+ Thai series have gained immense popularity For instance,

“2gether The Series” achieved widespread acclaim during the early months of the globalpandemic Similarly, “I Told Sunset About You” has also influenced numerous youngVietnamese individuals to consider visiting Thailand Thailand's commitment to maintainingthe beauty of its locations creates a sense of comfort for Vietnamese tourists, making it anappealing choice Additionally, the global younger generation is a dedicated fan base forseries available on international platforms, demonstrating a keen interest in such shows Theactors’ healthy lifestyles and appealing appearances contribute to their popularity (Galang,2022) Furthermore, the chemistry between the actors resonates with the audience, enhancing

their overall image and prompting viewers to support the series This strong connectionmotivates fans to travel to Thailand to visit filming locations of well-known scenes and toattend fan events featuring their favorite celebrities Thailand's numerous beaches and divingspots also contribute to its allure for tourists (Hair et al., 2019).

1.1 Rationale of the research

The Tourism Authority of Thailand (TAT) is focusing on Vietnam's second-tier townsand provinces to increase the number of first-time visitors to the country In the previousyear, approximately 9 million Vietnamese tourists ventured abroad out of a total population

of 97 million During this period, Thailand welcomed 1.07 million of these visitors,generating 33 billion baht in tourism revenue For instance, in the first eleven months of

2019, nearly 900,000 Vietnamese tourists journeyed to Thailand, contributing around 30billion Thai Baht to the local economy (VietnamPlus, 2019) Over the past years, perceptionsabout homosexuality have been evolving Nowadays, a growing number of people globallyare supporting LGBTQ+ rights, making it essential to portray these themes positively acrossvarious platforms Media content is changing to reflect these shifts, with issues such as same-sex weddings and LGBTQ+ relationships being depicted in programs LGBTQ+ series haveeffectively addressed and illustrated subjects like sexual exploration and prejudice againstLGBTQ+ individuals, resonating with audiences (Horton and Rydstrom, 2022) This researchtopic holds significance as it will explore the extent to which young Vietnamese people areinfluenced to travel to Thailand by Thai LGTBQ+ series such as “2gether The Series” and “ITold Sunset About You” Furthermore, it will analyze how these series can impact thedecisions of young Vietnamese visitors when considering a trip to Thailand

1.2 Problem statement

Famous artists wield substantial economic influence, primarily through their capacity toengage Vietnamese audiences by incorporating LGBTQ+ themes into their work Theconsumption of LGBTQ+ series holds significance beyond mere entertainment, serving as acrucial avenue for nurturing a positive societal perspective Yet, a significant challenge ariseswhen the tourism industry neglects LGBTQ+ representation, resulting in an unfortunate lack

of diversity Concurrently, miscommunication compounds these concerns within the tourismsector This study is designed to delve into the influence of celebrated artists prominentlyfeatured in Thai LGBTQ+ series, analyzing their impact on the appeal of Thailand as a traveldestination for Vietnamese individuals As a result, it becomes imperative for the tourismsector to actively promote LGBTQ+ series across social media platforms and diverse

channels, thereby enriching Thailand's allure as an enchanting locale (Lai, Wong, andHitchcock, 2022) The strategic integration of LGBTQ+ themes within tourism initiatives cansignificantly heighten public awareness Through this investigation, invaluable insights will

be gathered concerning the extent of acceptance of LGBTQ+ individuals among Vietnamesetourists visiting Thailand Moreover, this research will elucidate the profound influenceexerted by popular LGBTQ+ artists on the inclination of Vietnamese individuals to chooseThailand as their travel destination

1.5 Significance of the study

The present study holds significant importance as it aims to provide comprehensiveinsights and knowledge regarding the influence of renowned artists in Thai LGBTQ+ series

in attracting Vietnamese travelers to Thailand By delving into the role of Thai LGBTQ+series, this research will offer a deeper understanding of how these narratives resonate withyoung Vietnamese individuals, thereby motivating them to explore Thailand, as depictedthrough Thai TV series (Lizada, 2022) Furthermore, the study will uncover the specificimpact of Thai BL series on piquing the interest of Vietnamese tourists towards visitingThailand Employing the AIDA model, the study will facilitate an exploration of howVietnamese tourists perceive LGBTQ+ Thai series and subsequently make decisions to

embark on a journey to Thailand The insights derived from this model can be translated intopractical applications for the tourism industry For instance, it can aid tourism establishments

in Thailand to design targeted holiday packages tailored to those intrigued by Thai culture asportrayed in LGBTQ+ series The outcomes of this investigation will shed light on theintricate decision-making process that Vietnamese tourists undergo when considering a visit

to Thailand Various factors, including safety, social considerations, and other variables,contribute to shaping travel inclinations Consequently, the study will provide a foundationalunderstanding, enabling readers to gain clarity on how the success of LGBTQ+ series andartists has influenced the desire of Vietnamese individuals to explore Thailand In essence,this study’s findings will not only enrich scholarly discourse but also offer practical insightsfor the tourism industry to strategically capitalize on the popularity of LGBTQ+ series infostering increased interest among Vietnamese tourists towards experiencing Thailand

1.6 Scope of the study

This study centers around two core variables: LGBTQ+ Thai series and youngVietnamese tourists, carefully chosen to illuminate the dynamics at play To achieve this, theThai TV series “2gether The Series” and “I Told Sunset About You” will be employed ascomprehensive case studies The primary aim of this research is to offer an encompassingexploration of the selected topic It seeks to unravel the intricate interplay between Thailand’scelebrated LGBTQ+ artists and their capacity to enthrall young Vietnamese individuals.Recent years have witnessed a notable shift in preferences, particularly among the youngergeneration, who exhibit a growing inclination toward engaging with online charactersintricately woven into well-constructed narratives, accessible through the Internet (Worthen,2020) The episodic nature of these series, presented across multiple installments, contributes

to their heightened appeal by crafting an intriguing storyline Furthermore, these series havecatalyzed an increased level of anticipation on a global scale, affording individuals rapidaccess to both their cherished favorites and fresh content Significantly, these series assume apivotal role in shaping new cultural norms and preferences within the societal fabric(Tillmann, Norsworthy, and Schoen, 2022) The research endeavor will involve a total of 300young Vietnamese participants, and quantitative research will be conducted to deriveconclusive research outcomes The selection of "2gether The Series" and "I Told SunsetAbout You" as focal points is strategic, driven by their widespread popularity and evidentinfluence on individuals' perceptions and behaviors These series have been deliberatelychosen to offer insights into their compelling effects on the targeted audience

The scope of this study is thoughtfully delineated, centered around the intricateinterplay between LGBTQ+ Thai series and young Vietnamese tourists, with a specificemphasis on the influential Thai TV series "2gether The Series" and "I Told Sunset AboutYou." Through this focused exploration in Vietnam and the application of quantitativeresearch, this study seeks to unravel the intricate dynamics through which these seriescaptivatingly resonate with the youth.

1.7 Definitions of terms

LGBTQ+

It is defined as a group encompassing lesbians, gay individuals, bisexuals, transgenderindividuals, and queer individuals who are united by social movements and shared cultures.These groups are integral parts of various societal contexts, including gay villages, LGBTQ+rights organizations, religious groups, and LGBTQ+ student groups within universities Theterm serves as an abbreviation for lesbian, gay, bisexual, and transgender (Belmonte, 2020)

Vietnamese young people

Vietnamese young people comprise a group of individuals who fall under the age of 35 years

Consumer acceptance

It is referred to as the willingness and inclination of a consumer to adopt a specific product orservice that is new to the market or has been recently introduced and popularized (Driedigerand Bhatiasevi, 2019)

CHAPTER 2: LITERATURE REVIEW

In this study, the theory of tourism can be applied, specifically Enzensberger’s “ATheory of Tourism” Hans Magnus Enzensberger, a German novelist and publicist, wrote inhis essay titled “A Theory of Tourism” in 1958 that tourism is an attempt to realize the dreamthat Romanticism projected onto distant and faraway places Additionally, he

endeavoredendeavoured to approach the theory with a proper and proactive methodology.The second part of the 20th century, starting in the late 1950s, witnessed the emergence oftourism as a significant social and economic force It has been observed that early visitorsevolved over time to become modern travelerstravellers This association also aims to clarifywhat tourists must do in order to contribute to sustainable development Furthermore, itportrays a visitor as a true collaborator rather than merely a client In this sense, both thetourist’s reflective attitude and their relationship with the destination are established

2.1 Tourism Overview

a) Overview of Thailand’s tourism at the moment

The actions of information, such as travel companions, activities, journeys, placesvisited, dates, and many others, are taken into consideration and attended to by

travelerstravellers Both the economic and behavioral components of travel behavior areincluded Since the Covid-19 pandemic, there has been more leisure time, leading toincreased awareness among people Vietnam has experienced remarkable growth in recentyears and is acknowledged for its developing economy over the past couple of decades It isevident that the nation has undergone a fundamental economic transformation Additionally,the tourism industry has been impacted by a variety of factors, some of which haveimmediate effects (Reeves et al., 2023) Others also have long-term consequences; forinstance, when a location offers an optimum climate, travelers prefer it, leading to hightourism activity Conversely, unfavorable environmental changes such as strong winds, flashfloods, droughts, and extreme weather have a negative impact on tourism Moreover, when acountry’s economy is struggling and its citizens are facing severe unemployment, tourismtends to suffer

According to the World Data, Thailand received approximately 40 million visitors inthe year 2019, ranking fifth in the world Welcoming everyone with a smile, Thailand is oftenreferred to as the 'Land of Smiles.' Thai people are known for their warmth, politeness, andhigh level of respect for guests, providing top-notch hospitality that leaves visitors with a

wonderful experience In terms of tourist density, Thailand was ranked 62nd in the world,with 0.56 tourists per inhabitant In 2020, Thailand's tourism industry alone generatedapproximately 15.36 billion US dollars in income (Tourism in Thailand) This accounts fornearly 52% of Southeast Asia’s total international tourism receipts and contributes 3% to theregion’s GDP

Figure 1:Development of the tourism sector in Thailand from 1995 to 2019

At the moment, Thailand’s tourism is renowned for its captivating chaotic charm thatattracts travelers from all over the world With its stunning tropical environment, ancienttemples, amazing food scene, and thrilling nightlife, Thailand offers a unique allure Inrelation to Vietnamese tourists, Thailand is preferred largely due to its food offerings.Thailand’s streets are lined with outdoor stalls selling affordable and delicious food Visitorshave the opportunity to explore various local markets to learn about the culture and samplemouth-watering dishes on offer

Top 10 countries and territories to travel to Thailand from January 1 to April 30, 2023

b) The role of LGBTQ+ series in the development of the tourism industry

Historically, the media has portrayed lesbian, gay, bisexual, transgender, andLGBTQ+ individuals in a negative manner Such portrayals have contributed to theperpetuation of prejudice and hatred towards the LGBTQ+ community as a whole Inresponse, LGBTQ+ communities are taking a more active role in developing their ownculture, with the primary goal of attaining favorable media coverage Enhancing support andacceptance for LGBTQ+ communities, as well as normalizing LGBTQ+ populations, have allbenefited from increased exposure and positive portrayals in the media Given the evolvinglandscape of social media since its inception, it now significantly influences travel decisions.Social media has been recognized as a key factor influencing travelers’ choices Furthermore,travelers often seek information online before embarking on their trips Over the past years,there has been increased acceptance of LGBTQ+ individuals at a global level ManyLGBTQ+ individuals fear discrimination from their families and society, which complicatestheir journey to acceptance

Over the past years, the LGBTQ+ community has made significant strides in securingtheir basic rights As civilizations have developed, cultures have shifted towards greateracceptance of LGBTQ+ individuals In the past, being part of the LGBTQ+ communitymeant overcoming shame, stigma, and discrimination Fortunately, progress is being made.Society as a whole has become more accepting of LGBTQ+ people and the challenges theyface The evolving world reflects an increased understanding of the feelings and emotions ofthe LGBTQ+ community (Vongvisitsin and Wong, 2021) This progress has also beensupported by various series, contributing to the overall impact on tourism The industry isfacilitating the ability of LGBTQ+ individuals to travel openly and frequently, free fromembarrassment or fear This transformation is crucial and timely

Furthermore, it is evident that attitudes towards homosexuality have undergonesignificant changes Today's young people actively seek out portrayals of LGBTQ+individuals in the television shows and films they watch, as a way of expressing their globalsupport for LGBTQ+ rights These shows also shed light on the challenges and difficultiesfaced by gay individuals The broadcasts and their cast members expertly address a widerange of topics, including sexual exploration, coming out to parents, and prejudice againstLGBTQ+ people, among others These narratives are skillfully portrayed by the characters,enabling viewers to identify with and understand their experiences As a result, these shows

have had a profound impact on reshaping society's perception of homosexuality Many youngpeople now stand in support of LGBTQ+ rights and actively seek authentic queerrepresentation Vietnamese youth are also contributing constructively to the movement,supporting same-sex unions and LGBTQ+ rights The broadcast of LGBTQ+ series hasplayed a pivotal role in driving the growth of the tourism industry.

c) How does LGBTQ+ affect young Vietnamese tourist’s perception of their intention to travel to Thailand?

The LGBTQ+ series immediately achieved great success and had a significant globalimpact This rapid success can be attributed to the attention it garnered on social media.Notably, it ignited a social media frenzy on platforms like Facebook and Twitter, consistentlytrending each week and dominating newsfeeds and timelines Millions of viewers have beenobserved tuning in on YouTube after each episode airs (Notaro, 2019) The series, based onJitti Rain’s best-selling novel of the same name, centers around Tine, a first-year law studenteager to make friends and experience college life However, he encounters challenges whenpursued by a persistent gay admirer Moreover, during lockdown, viewers from around theworld turned to “2gether The Series”, making it one of the most popular LGBTQ+ series inThailand Prior to the debut of “Love Sick” in 2014, it was uncommon for Thai series tobroadcast homoerotic love stories

An audience member remarked that after watching the LGBTQ+ series, they hadgained a deeper understanding of Thai culture Thousands of people currently follow TAT’sThai LGBTQ+ series Twitter account TAT also organized a trial tourism package for fanswho wished to visit locations featured in popular Thai LGBTQ+ series, and the availableseats were quickly filled The significant potential of LGBTQ+ series tourism in Thailand isevidenced by the fact that travelers from across Asia are redirecting their interest towardThailand due to the success of these series This highlights how television programming isinfluencing viewers’ travel preferences The allure of cultural entertainment can attract globaltravelers, similar to the impact of the K-pop industry on increasing interest in Korean cultureand vacationing there (Ojeda-Leitner and Lewis, 2021)

Several players in the entertainment industry are currently investing in romantic showsfeaturing two male protagonists Thailand is exporting popular boy’s love stories to theregion, partly influenced by the growth of K-pop and K-dramas in these romantic genres(Taylor, Haider-Markel, and Rogers, 2019) The popularity of LGBTQ+ Thai televisionseries has prompted the nation’s tourism industry to pursue expansion This is evident in the

government's efforts to promote tourism through LGBTQ+ series The Tourism Authority ofThailand (TAT) distributed leaflets about Thai LGBTQ+ series during the “Mini ThaiFestival” held in Osaka, Japan

2.2 To analyse LGBTQ+ acceptance towards Vietnamese people intention to travel toThailand

The LGBTQ+ series market in Thailand is expanding and has the potential to becomethe nation's new top export in the realm of entertainment (Kachen and et.al., 2022) This iswhy people fix their eyes on the screen and watch the most recent episode of “2gether TheSeries”, which rose to prominence as Thailand’s most-watched LGBTQ+ drama with a rating

of 7.7 out of 10 It is clear that tourism flourishes when a country's economy is robust, and itspeople have sufficient funds for leisure activities Thailand’s travel destinations wield asignificant impact on the industry as a whole In places of substantial historical or culturalsignificance, tourists would undoubtedly derive enjoyment from witnessing landmarks,castles, forts, old buildings, sculptures, caverns, antique paintings, utensils, clothing,weapons, decorations, and other related heritage Following the Covid-19 pandemic, whengovernment controls were lifted, and businesses resumed operations as usual, including travellaws and regulations, there was a revival of activity Additionally, all visitors can now freelyexplore and immerse themselves in various untamed natural areas, including limestonemountains, rice farms, and white sandy beaches Travelers can also cherish the fantasticexperiences they’ve had On the other hand, concerning the series, the viewers’ journey wasfilled with ups and downs, resulting in conflicting feelings among “2gether The Series”viewers The series’s plot is enjoyable, and due to its tremendous global appeal, the series hasmade an impact on the LGBTQ+ genre in Asia With its engaging plot, the series has alsogarnered significant interest on social media Furthermore, the screenplay, acting, and everyline of the plot make it evident that love knows no boundaries In the series “I Told SunsetAbout You”, most of the scenes are metaphorically rich, including the use of red hibiscusflowers, which are recognized for symbolizing fleeting beauty Additionally, in a specificscene, a flower symbolically conveyed the intense emotions experienced by the mainprotagonists when they openly confessed their true affections for one another Profoundexchanges like “Even separated by time, my heart still looks for you” are also prevalent Theaforementioned television program presents a potentially effective means to influence thetravel plans of young Vietnamese tourists to Thailand Given that the series significantlybolstered the number of visitors, it holds the potential to enhance the influx of tourists.Furthermore, the consumption of such series and media rapidly amplifies support for tourism

These series are reshaping the ways people approach travel and romance, dominating themarket as most countries have embraced them with great enthusiasm Due to the success ofthe series, the actors have gained global fame and have the potential to impact various otherfactors as well

Table 1:Illustrating the timeline of LGBTQ+ series launch in Thailand

a) Information about LGBTQ+ series in Thailand in recent times

Thailand’s history of homosexuality and transgender behavior has given rise to acomplex and paradoxical situation (Thoreson, 2020) This complexity is largely a result ofThailand's endorsement of diverse gender expressions Recently, LGBTQ+ serial love fictionhas gained popularity and acceptance, portraying LGBTQ+ and love as intertwined elementswithin two parallel universes These narratives focus on same-sex relationships and highlightthe diversity within the LGBTQ+ series genre Unlike the challenges faced by earliergenerations, young same-sex couples today experience fewer obstacles due to societalprogress Looking ahead, fans can anticipate the release of new series in the coming years(Laurindo and Martins, 2021)