Chiang Mai is well-known as one of major provinces of Thailand as an aesthetic local
culture destination. Chiang Mai is one of the first 4 cities which have international tourists of
39% of all international tourists in Thailand (Kaosa-ard et al., 2007). Whenever Chiang Mai
is presented, the beautiful nature, which is surrounded by mountains and forests, is always
highlighted. Impressive characteristics in the friendliness of local Chiang Mai residents also
fascinate both Thai and international tourists who travel to Chiang Mai. Thus, a study of
cultural tourism in Chiang Mai is of utmost important for planning tourism development in
Chiang Mai, because the image of Chiang Mai in the tourist sight is as a cultural destination.