Abstract

This study explores the crucial role of Thai university students proficient in Chinese in revitalizing cross-border e-commerce for Chinese tourists within Thailand’s recovering hospitality sector. By leveraging their language proficiency and cultural insight, these students enhance platform usability, foster cultural sensitivity, and drive business innovation—offering unique solutions for post-COVID economic recovery. Through qualitative interviews, the research highlights how these students act as cultural intermediaries, bridging gaps between Thai service providers and Chinese tourists. Students reported contributing to improved platform features, such as better communication channels for seamless transactions, and the implementation of culturally tailored marketing strategies. However, they also identified challenges, including navigating cultural nuances, overcoming technological barriers, and the need for stronger institutional support. The study offers practical recommendations within the Belt and Road Initiative (BRI) framework, including fostering Thai-Chinese student collaborations in digital platform design, developing user-friendly payment systems tailored to Chinese preferences, and integrating cultural sensitivity training for stakeholders involved in cross-border trade. The findings underscore the transformative impact of student involvement in enhancing Thailand’s e-commerce and tourism ecosystems. By aligning educational, technological, and policy strategies, Thailand can accelerate its hospitality sector’s recovery while promoting sustainable, inclusive growth in the broader regional context of the BRI.