Haiying Fu

Social media is an essential tool and channel for tourism industry research. It has created significant value for tourism consumption, management, and trends. However, rare scientific achievements uncover sustainable tourism on Twitter, a famous social media worldwide. Therefore, this study aims to conceptualize sustainable tourism from the social media perspective. Based on 2,201 tweets, the study uses Nvivo12.0 to encode content thematically to explore the connotations and concepts of sustainable tourism. The study identified three crucial dimensions: tourism for sustainable development, sustainable tourism management, and sustainable tourism types. Tourism for sustainable development aims to promote the positive effects of sustainable practices in the tourism industry on various areas of life, economy, society, and environment. Moreover, its content serves for the better development in the future. Sustainable tourism management focuses on industries, leaders, experts, programs, and sectors. In addition, the study categorized sustainable tourism by entity, purpose, destination, and mode to determine the type of sustainable tourism. The paper helps to inspire stakeholders in the tourism industry to understand and pay attention to the content in the post-Covid-19 era and also provides recommendations for the tourism market, the tourism sector, and tourism consumers.

Chinese tourists contribute significantly to the development of the tourism industry in Thailand. However, only some studies have systematically discussed the role of demographic factors in developing Thai international tourism. The study aims to research the behavior of Chinese citizens traveling to Thailand in the post-Covid-19 era based on combining the behavioral dynamics, the push-pull theories and demographics. 432 Chinese travelers who have visited Thailand participated in the survey. The scale included four parts: international tourism development in Thailand (A1-A8); pushers (B1-B9); pullers (C1-C8); demographic variables: gender, age, occupation, income, education level, marital status, and location. The study used exploratory factor analysis, confirmatory factor analysis, correlation, and variance analyses with SPSS 26.0. Therefore, exploratory factor analysis identified for this study three factors: F1 (5 items), F2 (3 items), and F3 (4 items). The correlation between F1 and F2 is 0.8, between F1 and F2 is 0.87, between F2 and F3 is 0.79. The findings of the analysis of demographic variables indicate that: gender does not affect tourists’ perceptions and changes; age has a significant impact on the three constructs; monthly income should be considered in the development of inbound tourism strategies; undergraduate and postgraduate visitors showed higher scores for research constructs; there is no need to consider the marital status of tourists. The study suggests that the Thai tourism department pay attention to the push and pull factors that motivate Chinese citizens to choose Thailand to expand international tourism.

Acknowledgment
The authors would like to acknowledge supervisors, family members, and colleagues for their support and guidance.

Social media provide a variety of possibilities for tourist destination selection and bring new opportunities and challenges to the development of Thailand’s tourism industry. This study aims to examine Thailand’s tourism development through the lens of social media users via content analysis and find ways to improve Thailand’s tourism marketing strategies within social media. A dataset consisting of 10,008 tweets was utilized. Grounded theory is conducted to finish the open coding, axis coding, and selective coding process within NVivo 12.0, resulting in nine dimensions: the development of cities, elephant tourism development, Thailand perspective, the development of the tourism industry, tourism story, the development of tourist, tourism for Asian development, travel development perspective and cannabis. Subsequently, word frequency, sentiment, and cluster analyses were performed on those topics. The findings highlighted the critical elements of Thailand’s tourism development in social media, including cities, tourists, industries, stories, animals, and cannabis. In addition, the study identified popular tourist attractions and destinations within Thailand’s tourism development, as well as the positive impact of tourism on the economy, market, and urban development. Concurrently, Twitter users expressed concerns regarding sex tourism, cannabis, medical tourism, ecology, agriculture, and unrest in Thailand.