本研究旨在探討泰國演唱會觀眾赴海外觀看國際演唱會之動機、決策過程與粉絲體驗，研究地點涵蓋日本、韓國、新加坡與香港等地。研究採用質性研究方法，透過對15位參與者進行深度訪談，深入了解情感緊迫感、購票便利性以及目的地品牌形象如何影響其參與演唱會之旅遊決策。
研究結果顯示，錯失恐懼症（FOMO）為主要驅動因素，使粉絲傾向選擇參加那些被視為稀有或獨特的演唱會，特別是在藝人即將休止活動，或當演出內容為泰國當地無法獲得之情況下。部分參與者亦表示，為了確保取得門票，即使獨自前往也在所不惜，顯示親臨現場觀看演出所帶來之情感價值。此外，同儕網絡亦扮演關鍵角色，提供情感支持與後勤協助。目的地的品牌形象亦是影響決策的重要外部因素。
綜合研究結果，若能深入理解情感緊迫感、粉絲驅動的行銷策略與目的地吸引力之間的互動關係，主辦單位與旅遊行銷人員可設計出更符合粉絲需求之客製化體驗，提升活動的感知價值，進而將演唱會定位為具有文化沉浸感之必參活動。

This study investigates the motivations, decision-making processes, and fan experiences of Thai concert-goers who travel abroad for international concerts, with examples on destinations such as Japan, South Korea, Singapore, and Hong Kong. The research employs a qualitative approach, conducting in-depth interviews with 15 participants to explore how emotional urgency, ticket access, and destination branding influence concert travel decisions.
The findings reveal that the Fear of Missing Out (FOMO) emerges as a dominant motivator, compelling fans to prioritize attending concerts perceived as rare or exclusive, especially when artists are rumored to be nearing hiatus or when concerts feature unique content unavailable in domestic shows. Participants also expressed a willingness to travel alone if it meant securing a ticket, underscoring the emotional value attached to being present at a live performance. However, peer networks also played a critical role, functioning as logistical support systems and emotional motivators. Destination branding emerged as a significant external attribute.
The study concludes that by understanding the interplay between emotional urgency, fan-driven marketing strategies, and destination appeal, concert organizers and tourism marketers can develop targeted fan-centric experiences that enhance the perceived value of concerts, positioning them as culturally immersive, must-attend events.