why does Luang Prabang with numerous attractions particularly the cultural heritage site but attract the tourists less than major province in Lao. And what is the main factors influencing tourists decision making to traveling to Luang Prabang. Hence, the purpose of the study is focus on study demographics and marketing factors (price, place, product and production) the influence the tourists decision to traveling to the ancient town at Luang Prabang that is world heritage site