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Media Exposure to Thai Cultural Universals in Myanmar

Journal: Athens Journal of Tourism (Vol.4, No. 2)

Publication Date:

Authors : ;

Page : 147-164

Keywords : communication; media; tourism culture; Thai cultural universal; Myanmar;

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Cultural universals can be used to communicate in order to create awareness about tourism. This study applies to the conceptual framework of George Murdock (1945), which is a group of cultural universals that appears in every society. The previous study had found nine Thai cultures that were cultural universals. It meant that nine Thai cultural universals inevitably appear in all nations as well. Creating a Thai cultural universal with international recognition would be easier especially for those familiar with Asian culture, including Myanmar. One of the findings of the survey is that the majority of Myanmar citizens travel to other countries at least once or twice annually with family or friends. Nature was found to be one of the main attractions. It was also revealed that the people of Myanmar sought other interest areas by approaching other people who had already been to the places. While the majority had never visited Thailand, they had gained knowledge about the country through personal media. They also expressed that if they had the opportunity to visit neighboring countries they would opt for Thailand. Thai food emerged as the Thai cultural universal that could boost Myanmar tourism. Amongst other Thai cultural universal activities, most of them said they wanted to attend short courses in university or school followed by study or training for a career. The outcome indicates that personal media may be the main way of promoting Thai tourism in Myanmar. The content should focus on Thai food and short courses in school or university or career training.

Last modified: 2017-05-31 21:04:44