UNDERSTANDING TRAVEL CONSTRAINTS: EVIDENCE FROM TIKTOKERS

Abstract

This study investigates the underlying reasons why Chinese tourists hesitate to revisit or choose Thailand as a travel destination, employing the Leisure Constraints Theory as the conceptual framework. Data were collected from TikTok videos and user-generated content, reflecting authentic voices of Thai tourism stakeholdrs regarding their concerns and experiences. The findings reveal that intrapersonal constraints are influenced by the sluggish Chinese economy, reduced purchasing power, and changing travel preferences toward independent travel. Interpersonal constraints emerge from dissatisfaction with service quality, experiences of unfair practices such as scams, and the rapid dissemination of negative narratives via social media platforms. Structural constraints are associated with safety concerns, political instability, rising travel costs, and competing tourism policies promoted by the Chinese government. This study highlights the complexity of multi-level barriers that hinder Thailand’s competitiveness in attracting Chinese tourists. The results provide practical insights for policymakers and tourism stakeholders in Thailand to redesign strategies that enhance safety perceptions, service quality, and destination value, ultimately overcoming the leisure constraints perceived by Chinese travelers.