The Chinese media narrative of Thailand as a tourist destination after the legalisation of cannabis

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.