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A tourism supply chain is defined as a chain of organizations whose supply tourism
products or services involve various different participants both in public and private sectors. (Song, 2012)
Understanding the demand of tourists is a competitive advantage so that information can be
used in the tourism supply chain to improve performance and tourists’ experience. One of the most
interesting tourism sectors is “cultural tourism”. Cultural Tourism is a tourism using culture and tradition
of each country as a product to differentiate from other types of tourism which adds value to tourist
destinations. Moreover, cultural tourism is expected to grow at 10 to 15 % per year (Endersson, 1999).
The main purpose of this study is to identify foreign tourists’ demand towards cultural tourism
in Bangkok, to explore factors which have affected tourists’ decision making, and to extract the
correlation between demographics, foreign tourists’ behavior and influential factors. The findings
suggest that market strategies, including product and service development, should be differentiated based
on tourists’ demand.
KEYWORDS: Tourism Supply Chain, Cultural Tourism, Foreign Tourists’ Demand, Bangkok
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