The Process of Information Exposure and Demand for Atteding Activities Related to Thai Cultural Universals of the CLMV

Abstract

This article examined the process of information exposure and demand for attending activities related to the concept of Thai cultural universals, within Murdock’s framework (1945) of CLMV countries, which are Cambodia, Lao, Myanmar and Vietnam. The findings can be used in creating better recognition of Thai cultural tourism. The data were collected from 330 Cambodians, 395 Laotians, 385 Myanmarese, and 310 Vietnamese. The study found that most Cambodians and Vietnamese have general knowledge about tourist destinations in their countries and in Thailand via the Internet. Laotians mostly obtain information about the destinations from television. Myanmarese acquire knowledge primarily via personal media, while newspaper and radio are the least useful sources. Among those who had experience traveling in Thailand, Cambodians and Myanmarese obtain information through personal media, while Laotians search from television and most Vietnamese rely on the Internet. Thai cultural universals which are recognized most are Thai food, decoration and dance, respectively. The Thai cultural universals that have little awareness are Thai plants and Thai traditional therapies.