Social and Behavioral Sciences Commons^™

The Key Factors Of Thai Traditional Cultural Festivals That Attract International Tourists : The Case Of Songkran Festival, Jieyi Chen

Chulalongkorn University Theses and Dissertations (Chula ETD)

AbstractThis study focuses on traditional cultural festivals in Thailand, particularly Songkran, to examine the key factors that attract international tourists and analyze the uniqueness and appeal of Thai culture. Findings indicate that authenticity, participatory experiences, festive atmosphere, and symbolic rituals are essential elements that attract tourists. However, challenges such as the risk of over-commercialization, uneven international promotion, and issues of cultural preservation remain. By adopting literature analysis and case study methods, this research investigates these key factors and the potential for future development, including the international influence of Thai traditional festivals and their contributions to local tourism development and the …

Perceptions And Localization Of The Chinese New Year : A Case Study Of Celebrations In Bangkok, Liqian Peng

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study investigates how Chinese residents in Bangkok perceive the preservation and localization of Chinese New Year (CNY) celebrations, focusing on how traditional heritage and adaptive practices coexist in a multicultural environment. A total of 226 valid questionnaires were analyzed from participants who celebrated the 2025 CNY in Bangkok. Results across five perception dimensions—traditional practice, cultural pride, community status, localization acceptance, and cultural identity—show that respondents generally hold moderately positive attitudes toward both traditional and localized elements of the festival. Participants express strong attachment to rituals such as family reunions, ancestral offerings, and lion or dragon dances, underscoring the continued …

How To Transform The Concertgoers To The City Explorers:The Case Study Of Jincheng Rock Music Festival, Ruiling Liu

Chulalongkorn University Theses and Dissertations (Chula ETD)

Music festivals are recognized as key drivers of local tourism and cultural engagement. They offer immersive cultural experiences and stimulate local economies, but attendees often focus mainly on the event itself. This study examines how to convert festival audiences into “city explorers” at the Jincheng Rock Music Festival, addressing attendee perceptions and post-event tourism. We collected public comments from Douyin and Xiaohongshu (leading Chinese social media platforms) and applied text-mining techniques (sentiment analysis and topic modeling) to analyze thousands of comments. After cleaning the data, we extracted key topics (transportation, lodging, local attractions) and quantified sentiment polarity to identify audience …

Unlocking Hanoi's Lgbtiq+ Tourism Potential : A Supply-Side And Stakeholder Analysis, Thu Ha Phan

Chulalongkorn University Theses and Dissertations (Chula ETD)

The niche LGBTIQ tourism is a high-spending segment in the global tourism market, opening new opportunities for welcoming destinations that possess existing LGBTIQ-related resources, such as Hanoi. However, LGBTIQ tourism in Hanoi is still underrecognized, understudied, and seriously lacks a tool for potential assessment. This research aims to assess Hanoi’s potential for LGBTIQ tourism development, utilizing three main pillars: Resource Availability, Demand Alignment, and Stakeholder Potential. The objective is to gain a comprehensive understanding of the strengths and weaknesses of this tourism landscape and provide recommendations for systematic development. Through interviewing seven key supply-side stakeholders in the field, this research …

From Going Viral To Creating Sustainable Value : Short Videos And Place-Making In Food Tourism, Tiantian Ni

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study investigates the mechanisms underlying the rapid rise and sustained cultural influence of the “Zibo barbecue” phenomenon, which became a nationwide tourism sensation in China during the spring of 2023. Drawing on 100 highly engaged Douyin short videos and 421 user comments collected through keyword-based sampling, the research combines high-frequency word analysis, sentiment analysis, and semantic network analysis using ROST CM6 to identify visitor motivations and narrative structures. The findings show that tourists were initially attracted by sensory satisfaction, affordability, and the lively street-based dining atmosphere. Semantic network results reveal a two-layer city image system: an experiential-food layer centered …

Emotional Translation Mechanisms Of Cultural Brands In The Digital Era : The Ft Rose Case Study, Xia Gao

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study explores the emotional disconnect between cultural heritage brands and Gen Z users in the digital environment, seeking to create online emotional connection without compromising the abundant cultural legacy. Focusing on the FT Rose brand, firmly established in Qiang culture and unique rose advantages, it utilizes digital ethnography, interviews, and grounded theory. The Emotional-Digital Misalignment (EDM) model pinpoints four primary disconnects: aesthetic, emotional tone, narrative, and platform grammar. The study hereby recommends the E-STP model for Gen Z users’ emotional segmentation with a package of strategies, the ESR model for emotional social responsibility, and the ESM model for emotional …

The Management Of Cultural Brand : A Case Study Of The "Chinese Bridge" Chinese Proficiency Competition For College Students In Thailand, Xiaoxuan Ding

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study explores the awareness of the “Chinese Bridge” Chinese Proficiency Competition for College Students in Thailand among Thai college students studying Chinese and examines the motivational and influential factors that affect their willingness to participate. A mixed research method was used. Primary data was collected using a structured questionnaire, interviews and onsite observations, supplemented by secondary data from research papers and online sources. In total, 170 valid questionnaires and 10 interviews were analyzed. The 7W communication theory and the Elaboration Likelihood Model (ELM) served as the theoretical framework, while SPSS was employed for quantitative data analysis. The findings reveal …

A Comparative Study On The Development Of "Meditation Tourism"; Putuo Mountain In Zhejiang, China & Suthep In Chiang Mai, Thailand, Xingyu Liu

Chulalongkorn University Theses and Dissertations (Chula ETD)

AbstractThis study uses Mount Putuo in Zhejiang, China, and Mount Doi Suthep in Chiang Mai, Thailand, as case studies to compare and analyze the development models, cultural connotations, and tourist experiences of "meditation tourism" in the two countries. The research aims to explore the resource composition, development path, and the tension between commercialization and sacredness faced by meditation tourism within the context of Buddhist culture.The study finds significant differences between meditation tourism in China and Thailand: Mount Putuo adopts a "government-led, standardized management" model, while Mount Doi Suthep follows a "community self-governance, natural development" path. Regarding commercialization, tourist acceptance does …

Managing Independence : Diy Practices, Authenticity, And Cultural Sustainability In Bangkok’S Indie Music Scene, Xinyi Wang

Chulalongkorn University Theses and Dissertations (Chula ETD)

Based on the changing context of “DIY”, the study further explores the perspectives of independent artists and independent labels in Bangkok, with the aim of mapping the current value chain and business model of Bangkok’s indie music scene. The study is qualitative research. Semi-structured interviews are selected as the primary data collection method, and the secondary data collection is retrieved from academic journals and on-site observations. The key informants are 3 musicians from indie music scene of Bangkok, and 2 managerial staff from indie music organizations of Bangkok. Findings show that DIY is now treated more as one of the …

From Chinese Danmei To Thai Y-Series : A Case Study Of The Sino-Thai Co-Produced Y-Series My Stand-In, Xinyi Su

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examines the Sino-Thai co-produced series My Stand-In as a case of cultural translation and dissemination of Chinese Danmei (Boys’ Love) fiction through transnational screen adaptation. It analyzes narrative transformation, localization, and cultural reproduction across three levels: text, industry, and audience. Reviewing the development of Chinese Danmei from 2006 to 2025, the study shows that My Stand-In exemplifies a collaborative production model in which Chinese platforms provide financing and distribution while Thai teams lead production. The series retains the original storyline while adapting visual and cultural elements to the Thai context. At the communication level, the series’ circulation is …

Cultural Brand Identity And Tourism Attractiveness : The Case Of The Bai People's "Rao-San-Ling" Festival In Dali, Xiyao Liu

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study uses the Rao-san-ling Festival of the Bai people in Dali as a case to examine how festival tourism contributes to the transmission of Bai intangible cultural heritage (ICH) and the creation of sustainable economic value. A qualitative research approach is employed, drawing on literature review, archival materials, and semi-structured interviews with 11 inheritors, organizers, community members, and tourists in the festival area for data collection and coding analysis. The findings reveal that the Rao-san-ling Festival features a complete ritual structure and prominent cultural elements—such as Dabenqu and the Bawangbian dance—which form significant cultural symbols of the event. Active …

Opportunities And Challenges Of Thailand's Durian Exports To The Chinese Market, Yafang Tang

Chulalongkorn University Theses and Dissertations (Chula ETD)

Thailand remains the world's leading durian exporter, with China emerging as its most dynamic and influential import market. This thesis explores the competitiveness of Thai durian exports to China amid intensifying regional rivalry. Its objectives are threefold: (1) to evaluate Thailand's internal strengths and weaknesses; (2) to identify opportunities and threats in the Chinese market; and (3) to benchmark Thailand against Vietnam and Malaysia to formulate strategic recommendations. The study employs a mixed approach, combining SWOT analysis with Porter's Diamond Model and using secondary data, policy documents, and industry reports. Findings reveal that Thailand's competitive advantage lies in large-scale production, …

Immersive Theatre And Cultural-Tourism Integration In China : A Case Study Of “Only Henan”, Yao Li

Chulalongkorn University Theses and Dissertations (Chula ETD)

This paper examines the developmental context, stage characteristics, and shortcomings of “Only Henan: The Dramatic Fantasy City”, immersive theater in China through literature review, case analysis, and online text analysis. Research findings indicate that Only Henan achieves strong audience immersion and cultural dissemination through its narrative construction, spatial design, and operational model. However, it still faces issues such as insufficient textual depth, spatial homogenization, and a lack of industry standards. The study concludes that the sustainable development of China's immersive theater requires striking a balance between cultural expression, audience interaction, and industrial standardization to achieve dual enhancement of artistic and …

Museums In The Digital Age : Social Media At The Bangkok National Museum, Yueling Lan

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examines the social media communication strategies of the Bangkok National Museum (BNM) and evaluates their effectiveness in engaging Chinese audiences within a “producer–consumer” framework. Employing a mixed-methods design, the research integrates a questionnaire survey of 200 Chinese respondents with a semi-structured interview with the Museum Director. Quantitative results show that audiences hold highly positive cognitive and emotional evaluations of BNM’s Facebook and Instagram content, particularly its educational and cultural value; however, behavioral intentions, including interaction, recommendation, and cultural product purchase, remain comparatively low. Regression analysis further indicates that emotional resonance and brand perception, rather than knowledge acquisition alone, …

The Integration Of Intangible Cultural Heritage And Cultural Tourism : A Case Study Of Traditional Thai Massage, Yuhan He

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examines how intangible cultural heritage (ICH) integrates into cultural tourism through the case of traditional Thai massage. Employing qualitative methods in using interviews and field observations, it delves into Chinese tourists' motivations, perceptions, and authenticity evaluations. Findings reveal tourists are driven by multiple factors—psychological escape, physical recovery, health consciousness—while strongly attracted by UNESCO heritage status and ritualized spaces. Results indicate tourists often transition from seeking relaxation to experiencing cultural immersion and embodied learning, highlighting Thai massage's dual function as both a health practice and cultural expression. Despite prioritizing authenticity, participants accept moderate modern adaptations. Concerns over commercialization and …

Storytelling In Traditional Ips And Consumer Engagement : A Case Study Of Blackmyth:Wukong, Yuqing Liu

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study investigates how storytelling elements within a traditional cultural intellectual property (IP) drive consumer engagement in the global context. Using Black Myth: Wukong—a modern adaptation of Journey to the West—as the central case, the research examines how plot, character, and verisimilitude influence the cognitive, emotional, and behavioral dimensions of player engagement.A hybrid thematic analysis of 431 comments from Bilibili and YouTube reveals that narrative components activate engagement through distinct mechanisms: plot induces a cognitive–affective–behavioral loop, characters trigger emotional–behavioral transformation, and verisimilitude creates a cognition–behavior bridge. Crucially, cultural background moderates these processes. Chinese players engage through cultural proximity, collective memory, …

Healing Communities With Police Divestment: Seeking Abolition Through Transformative Reform And Community-Government Collaboration, Jessica E. Gillson

Undergraduate Honors Theses

Concerns about the efficacy and sustainability of the U.S. carceral system have persisted throughout the country’s history, recently fueling renewed activism and bipartisan calls for reform. However, proposed solutions remain divisive. This thesis first defines the current status of our prison systems, then explores collaborative alternatives to incarceration and policing that support communities and break cycles of incarceration.

Focusing on partnerships among local governments, community organizations, justice-involved individuals, and law enforcement, this study examines holistic approaches to crime prevention, reentry, and reintegration. Using an interdisciplinary framework incorporating restorative justice, community resilience, and systems theory, it investigates how community-based strategies can …

Foucauldian Discourses At The Intersection Of Climate-Induced Migration And Cultural Heritage, Samantha L. Stuhlmiller

Undergraduate Honors Theses

The worsening climate crisis has created and exacerbated issues of migration, cultural heritage and power relations issues. States and communities worldwide face large-scale challenges that must be addressed to protect individuals and ensure the longevity of nations and their cultures. This thesis utilizes Foucauldian theories of power through a critical discourse analysis of relevant documents in international law, state policy, and research to assess how discourses impact the design and implementation of policies and practices that are intended to mitigate and solve these issues in Kiribati, Tuvalu, and for the Rohingya. When there are discrepancies between discourses created and reinforced …

Exploring Lgbtq+ Competency In Healthcare, Jordan Whiteman

Honors College Theses

Marginalized groups such as the LGBTQ+ community are known to face healthcare disparities that negatively affect their process of navigating healthcare systems. This project explores the perceived lack of representation and understanding of the LGBTQ+ community within healthcare settings, exposing the deficits in knowledge for unique challenges and inequalities these patients may face. By viewing the literature, a myriad of complications faced by LGBTQ+ people in clinical settings can be identified. They possess a generalized feeling of mistrust towards the healthcare system. Healthcare staff overall describe low confidence with caring for this demographic. Heteronormativity’s presence in the field of healthcare …

Exploring The Effects Of Resource Salience On Perceptions Of Social Support And Belongingness In Undergraduate Students, Arya C. Johnson, Karen Z. Naufel

Honors College Theses

In recent years, mental health has been a rising concern among college students (Worsley et al., 2022). One method to mitigate stress and raise levels of mental health is social support, which is support derived from relationships or the environment (Zee & Bolger, 2019). Social support presents in different forms, such as visible social support, or support directly given to and acknowledged by the recipient, and invisible social support, or support indirectly given to and unacknowledged by the recipient. Another method to mitigate stress is belongingness, which is the feeling that one is an intrinsic part of their environment (Hagerty …

Archives Collection: Toxic Love, Tara Sim

TMC Library Newsletter (2015-)

Archivists and Special Collections Librarians, Tara Sims and Kelsey Koym, at the Texas Medical Center Library (McGovern Historical Center), have recently embarked on an investigation to identify, test, and quarantine some of its most intriguing—and potentially hazardous—items: beautiful, vibrant Victorian-era books bound in materials possibly dyed with heavy metals, such as arsenic, lead, and mercury.

Post Opera, Suzy Lykins

Theses and Dissertations

Post Opera is a spell and work of embodied research which explores medicalization, desire, labor, and belief. Through methods of performance, sound, text and installation, I facilitate encounters of trans-femininity, spiritual power and connectivity. An opening wound, a set of psychic scalpels, sutures and bandages prepare this text for your consumption, take care to digest her well.

Contents, Discovery Editors

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

No abstract provided.

Discovery: The Student Journal Of Dale Bumpers College Of Agricultural, Food And Life Sciences - Volume 26 2025, Several Authors

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

No abstract provided.

Letter From The Dean, Jeff Edwards

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

No abstract provided.

I Am Not A Dictator; I Am A Defender: The Rhetoric Of Coup D’État In Francophone Africa, Isaac Asare Kwakye

Theses and Dissertations

This study examines the rhetorical strategies used by coup leaders in Francophone Africa to authorize their actions and garner public support. Focusing on recent military takeovers in Mali, Burkina Faso, and Niger since 2020, I investigate how coup leaders construct narratives of legitimacy within the context of contemporary geopolitical dynamics. I utilize Critical Discourse Analysis (CDA) to analyze speeches by three key coup leaders: Colonel Assimi Goïta, Captain Ibrahim Traoré, and General Abdourahamane Tchiani. My analysis reveals four interconnected rhetorical frameworks: framing interventions as emergency measures, cultivating savior personas, weaponizing anti-colonial grievances, and deploying anti-corruption narratives. A comparative analysis of …

Game Or No Game: Navigating Office Politics And Female Leaders Success Through The ‘Labyrinth’ Metaphor Lens, Clementina Edema

Theses and Dissertations

The examination of women and leadership has always focused on power dynamics, biases, and identity inside organizations, particularly with the challenges women encounter in the workplace. This study presents the concept of office politics as it pertains to women’s career advancement and its impact on female leaders in the workplace. The objective of the study is to examine how women in organizations navigate office politics, dealing with it as a barrier to career progression. The labyrinth metaphor proposed by Eagly and Carli (2007) served as the conceptual framework to illustrate the challenges women encounter in organizations while pursuing leadership roles. …

Nuclear Weapons And In-Group Moral Reasoning: The Case Of Orthodox Christianity, Christopher Ferrero

Intelligence and Security Studies

Are nuclear weapons moral? The contemporary ban movement asserts that they are not, and a common view prevails that even if possession for deterrence can be accepted, there is a taboo against the use of nuclear weapons. However, the literature of the last quarter century shows that in-group political identification supports the possession and even the first use of nuclear weapons. Meanwhile, the literature on how organized religious groups perceive nuclear ethics is underdeveloped. The Russian Orthodox Church argues that Russia’s nuclear arsenal is divine and legitimate. It posits a religiopolitical civilization as the in-group for whom nuclear armament is …

The Relationship Between The Facets Of Extraversion And Exercise Habits, Mckenna Prouty, Izzy Melendez, Garrett Handelman, Will Feinberg

SPARK Symposium Presentations

The majority of adults in the US do not meet recommended levels of physical activity (Wilson & Dishman 2014). Research suggests that there could be a link between these low levels of physical activity and poorer mental health. (Davis, et al 2021). Previous research has suggested that personality traits like extraversion, neuroticism, and (as defined by the Big Five Personality Traits) can have a moderating effect on the relationship of physical activity enjoyment and habit. The current study seeks to observe the relationship between the extraversion personality trait and exercise habits. Participants consisted of Belmont University students enrolled in Scientific …

Evaluating Employee Turnover And Fundraising Metrics In Youth Sports Programming, Kennedy Wise, Russell Schwartz, Brant Simmons, Ty Wellemeyer, Janaya Summers, Robbie Matz

SPARK Symposium Presentations

This study examines key aspects of nonprofit success at First Tee, a youth development organization that teaches life skills through golf. First Tee operates five branches in Tennessee—Chattanooga, Nashville, Tri-Cities, Knoxville, and Memphis—each with varying efficiencies and costs. While previous research highlights the program’s positive impact on youth development, little is known about how employee satisfaction and fundraising strategies affect its long-term sustainability. Using a mixed-methods, concurrent design, this study incorporates semi-structured interviews with Regional Directors and key employees, alongside job satisfaction survey data from staff. These methods assessed operational effectiveness, job satisfaction, and fundraising strategies to identify opportunities for …