The purpose of this research in this chapter is to provide overall review is to enhance understanding the concept of Factors Influencing tourist's Decision Making towards Traveling to Luang Prabang.
First, the chapter will provide definitions of tourism as well as explain the meaning of cultural tourism. Second, the chapter provide definitions of cultural and heritage tourism, including factors associated with increased tourism demand, travel purpose or pull factors influencing a destination. Third, the chapter will discuss the marketing mix in addition to explain tourists' characteristics. Finally, the chapter identified tourists' characteristic, factors influencing tourists' and tourist destinations and relationship between these factors and the decision to traveling to Luang Prabang.