Abstract
This study explores the Chinese media narrative of Thailand as a tourist destination after Thailand legalised cannabis use for medicinal purposes, using framing and social identity theories. A content analysis was performed by three coders on 128 posts obtained between 2019 and 2022 from four media houses on the Chinese social media platform Weibo: Taiguo.com, Taihuabbs, Vision Thai, and The Sing Sian Media. The first three are Chinese media houses, and the fourth is a Chinese-language newspaper in Bangkok. The results revealed that the Chinese media's framing of the legalisation of cannabis use in Thailand was mainly neutral. In contrast, Chinese netizens' comments showed a negative perception of Thailand as a travel destination after the legalisation of cannabis use. In addition, the study identified the different themes and aspects of narrating, news sources, and media types used to present the information. The implications of these findings highlight the need for the Thai government to develop effective policies and communication strategies to address negative perceptions and promote Thailand as a safe and attractive destination for tourists. The study also suggests the importance of considering cultural and social factors when crafting communication strategies, particularly for sensitive topics such as cannabis use.