Perceptions of Thailand as a tourism destination and its culture have been studied previously. A et al. (2008) compared the perceptions of Thai residents and international tourists and revealed that Thai residents valued cultural sightseeing G.e., temples, museums, markets, crafts, and festivals) much more higher than international tourists did. Kaosa-ard 2007) revealed that the majority of Thai respondents were proud to promote Thai culture and identity to international tourists