Measuring the Satisfaction of Domestic and International Tourists toward Lanna Cultural Tourism Products: A Study of Progress in Chiang Mai Walking Street Activities

Abstract

The purpose of this study was to explore tourists’ satisfaction level toward cultural tourism products of Thailand. This study compared the satisfaction level between domestic tourists and international tourists towards Chiang Mai Walking Street activities, in regards to the management of activities, the cultural tourism products promotion, and the preferred Lanna cultural tourism products. The results indicated that international tourists have a higher level of satisfaction than national tourists in almost all areas, especially cultural products. Data analysis and implications are discussed and recommendations are provided.