@article{ทรัพย์สงวนบุญ_2014, title={FOREIGN TOURISTS’ DEMAND ON THAI CULTURAL TOURISM SUPPLY CHAIN}, volume={9}, url={https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/24844}, abstractNote={<p>Abstract<br />A tourism supply chain is defined as a chain of organizations whose supply tourism<br />products or services involve various different participants both in public and private sectors. (Song, 2012)<br />Understanding the demand of tourists is a competitive advantage so that information can be<br />used in the tourism supply chain to improve performance and tourists’ experience. One of the most<br />interesting tourism sectors is “cultural tourism”. Cultural Tourism is a tourism using culture and tradition<br />of each country as a product to differentiate from other types of tourism which adds value to tourist<br />destinations. Moreover, cultural tourism is expected to grow at 10 to 15 % per year (Endersson, 1999).<br />The main purpose of this study is to identify foreign tourists’ demand towards cultural tourism<br />in Bangkok, to explore factors which have affected tourists’ decision making, and to extract the<br />correlation between demographics, foreign tourists’ behavior and influential factors. The findings<br />suggest that market strategies, including product and service development, should be differentiated based<br />on tourists’ demand.</p><p><br />KEYWORDS: Tourism Supply Chain, Cultural Tourism, Foreign Tourists’ Demand, Bangkok</p>}, number={2}, journal={Journal of Thai Hospitality and Tourism}, author={ทรัพย์สงวนบุญ อาจารย์วัชรพจน์}, year={2014}, month={Dec.}, pages={74–85} }