The purpose of this study was to explore tourists’ satisfaction level toward cultural tourism
products of Thailand. This study compared the satisfaction level between domestic tourists and
international tourists towards Chiang Mai Walking Street activities, in regards to the
management of activities, the cultural tourism products promotion, and the preferred Lanna
cultural tourism products. The results indicated that international tourists have a higher level of
satisfaction than national tourists in almost all areas, especially cultural products. Data analysis
and implications are discussed and recommendations are provided.