2014 Volume 70 Issue 5 Pages I_323-I_333
The purpose of this study is to identify the tourists' behavior and evaluation characteristics in Ayutthaya, Thailand. A questionnaire survey was conducted on 409 tourists. The content of the questionnaire was two-folded: (1) to identify the behavior and evaluation characteristics of tourists in Ayutthaya, (2) to analyze tourism attractiveness of Ayutthaya. The factor of differences in tourists' behavior and evaluation was found to be determined by their place of residence. Furthermore, through the CS portfolio analysis, the structure of the evaluation difference by place of residence was clarified. In conclusion, for advancing tourism development it is necessary to promote Ayutthaya with the consideration to the target segmentation.