Thailand embraces a rich diversity of cultures and traditions. With its proud history, tropical climate and renowned hospitality, Thailand offers great potential for the development of tourism (Tourism Authority of Thailand, 2008a). Henkel et al. (2006) provide an extensive discussion of the various studies that have been conducted to determine the perceptions of international visitors about the image of Thailand. The results found that Thai residents and international visitors confirmed that cultural sightseeing, friendly people and food were significantly important when thinking of Thailand as a tourist destination, while international visitors felt that nightlife and entertainment were significantly more important than that of Thai residents.