China–Thailand Mutual Visa Exemption as a Driver of Inbound Tourism: A Multi-segment Socioeconomic Analysis
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Abstract
This study examines the structural and experiential barriers that Chinese tourists faced prior to the implementation of the China–Thailand Mutual Visa Exemption policy in March 2024. Employing a mixed-methods research design, the study integrates quantitative data from 830 structured survey responses with qualitative insights from 15 in-depth interviews across five purpose-based tourist subgroups: general tourists, students, business travelers, job seekers, and retirees. The central research question investigates the types and extent of obstacles that impeded Chinese tourists from choosing Thailand as a travel destination before the visa policy was enacted. Results identify four dominant categories of pre-policy challenges: (1) visa processing complexity, including document burdens and unclear categories; (2) language and cultural barriers, which created anxiety and confusion during border entry and local interaction; (3) policy inconsistency and procedural unpredictability, particularly during the COVID-19 era; and (4) trust erosion due to the increasing visibility of grey capital activities in tourism, real estate, and education sectors. These issues were especially pronounced among independent travelers, older tourists, and first-time visitors. The study applies Push–Pull Theory as its main analytical framework, supported by Plog’s psychographic segmentation, Bourdieu’s concept of cultural capital, and Doxey’s Irridex model. Findings confirm that administrative rigidity, service fragmentation, and symbolic discomfort discouraged travel even before formal restrictions were lifted. The implications highlight the importance of pre-emptive infrastructure reform, cultural mediation mechanisms, and segmented service systems to ensure policy effectiveness beyond its symbolic enactment. This research provides empirical and theoretical contributions to the study of mobility governance, tourism psychology, and cross-border visitor management.
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