Using Digital Media for Cultural Communication Through Thai Tourists in Tourism in The Kingdom of Cambodia

Abstract

The aim of this research is twofold: 1) to investigate the extent of digital media exposure among Thai tourists to information about Cambodia's tourism, and 2) to examine how Thai tourists use this information to adapt and communicate across cultures while traveling in Cambodia. The sample group for this study comprised 400 Thai tourists who had traveled to Cambodia. Data was collected using a questionnaire, and statistical analyses included percentage calculations, means, standard deviations, T-tests, one-way analyses of variance, and correlation coefficient analyses. They were exposed to information about Cambodia's tourism through various digital media channels, including Facebook, Line, Instagram, tourism websites, and blogs. Furthermore, the study revealed that Thai tourists used Facebook as the primary platform to obtain information about Cambodia's tourism. Through Facebook, tourists gained knowledge about Cambodian culture, including national cuisine and cultural traditions. Overall, Thai tourists demonstrated a high level of compliance with Cambodian cultural practices when visiting different places in Cambodia.