Reasons and Factors Influencing Cinema Attendance: A Comparative Study of Chinese and Thai Moviegoers
Keywords:
Cinema Going Behavior, 4P Marketing, Audience PreferenceAbstract
In the era of digital media, cinema remains a unique cultural and social venue despite the convenience of streaming platforms. This study investigates the factors influencing cinema-going behavior in Hangzhou, China, and Bangkok, Thailand, with a focus on price, location, facilities, service quality, film genres, and scheduling. Drawing on the 4P marketing framework, a mixed-method approach was adopted. Questionnaires were distributed to 200 respondents, equally divided between the two cities, and supported by secondary literature. The findings reveal both shared patterns and culturally specific differences in cinema-going behavior. Audiences in both cities value seat comfort, cinema facilities, and film variety, yet cultural dimensions shape preferences differently: Hangzhou audiences emphasize religion and language, while Bangkok audiences highlight cuisine and local identity. Gender and age also play distinct roles in cinema-going frequency. Post-pandemic evidence indicates a clear recovery in audience satisfaction, reaffirming cinema’s resilience as a shared social and cultural space. This research contributes to comparative media consumption studies by highlighting cross-cultural variations and provides practical recommendations for cinema operators.
Keywords: Cinema Going Behavior; 4P Marketing; Audience Preference
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