Research News

Walailak University researcher unveils earthquake impact via Chinese social media monitoring – tourism market shrinks by over 30%, urging swift confidence restoration ahead of Songkran.



April 1, 2025 – Associate Professor Dr. Siwarit Pongsakornrungsilp, Vice President and Acting Head of the Digital Marketing Program at Walailak University, has unveiled crucial insights into the impact of the recent earthquake, based on the application of social listening tools. This study, conducted in collaboration with the Association of Thai Travel Agents (ATTA), aims to forecast the future of Thailand’s tourism market. The initiative is part of the development of a crisis management strategy for the tourism sector, supported by funding from the Program Management Unit for Competitiveness (PMUC).

As part of his research, a Social Media Monitoring system was employed to track and analyze discussions among Chinese social media users—Thailand’s key tourist demographic—on platforms such as Xiaohongshu, Douyin, WeChat, and other leading Chinese networks. The analysis focused on public perception, concerns, and behavioral responses of Chinese tourists regarding travel to Thailand.

“Our findings indicate that the incident has impacted Thailand due to miscommunication, with many references to a ‘Thailand earthquake.’ In reality, the earthquake occurred in Myanmar, while Thailand experienced indirect effects. This misunderstanding has led to uncertainty and safety concerns among Chinese tourists. According to data from the Association of Thai Travel Agents (ATTA), its member businesses have reported a decline of approximately 30% in Chinese tourist arrivals, with daily entries dropping to around 6,000. Moreover, this situation is also affecting future tourism-related investments, highlighting the need for strategic contingency planning,” Dr. Siwarit explained.

Dr. Siwarit further noted that while opinions on the situation are both positive and negative, the overall behavior of Chinese tourists suggests a willingness to travel—provided they have sufficient confidence in their safety. Currently, there is an increasing demand for certifications verifying the structural safety of high-rise hotels and accommodations. Additionally, it has been observed that certain reports affecting Thailand, particularly those related to the State Audit Office of the Kingdom of Thailand building, have been swiftly removed from online platforms.

“With the Songkran festival approaching—a peak travel season—we anticipate a surge in tourist arrivals. However, if confidence is not restored promptly, booking rates could be significantly impacted,” Dr. Siwarit warned.



He also recommended that the Thai government urgently implement measures to address the issue, particularly by enhancing crisis communication strategies and presenting operational plans during the crisis, as well as management plans for the post-crisis period. Media outlets should be encouraged to report the incident accurately as a ‘Myanmar Earthquake’ rather than a ‘Thailand Earthquake,’ as the earthquake originated in Myanmar but had indirect effects on Thailand. Reports of building collapse reflect localized impacts. Additionally, the government should consider collaborating with Chinese Key Opinion Leaders (KOLs) to disseminate positive factual information about Thailand.