Thailand is the top tourism destination for many western countries such as England, Germany, France,
and Russia. Accounting to the Ministry of Tourism and Sports of Thailand (2011), the overall tourists from
the European Union to Thailand is as much as 25.6 percent of the total international tourists visited in the
year 2010. However, the American tourist segment accounts for only 3.5 percent of market share [3]. The
revenue received from America tourists should be more than it is at the present time. Therefore, there are
some questions that need to be asked. As a tourism researcher, the author intends to find these important
answers from these research questions.