The main questions of this study is “What is the interesting knowledge in online social media review?” and “How to extract this interesting knowledges?”. If we have the knowledge extracted from the tourists, 1) we will know the tourist characteristic in term of travelling 2) we can apply them for business competition 3) we can estimate the travelling trend for Phuket tourism in the future. This study will extract rules from online social media review by using association rules technique.