Abstract

The objectives for this research were to study the behavior and the needs of domestic and international visitors in a cultural heritage site in Thailand; and to study activities and routes that could lead to the creation of sustainable cultural heritage programs in Thailand. A mixed-methods research technique was used in this investigation using data obtained from documents, surveys, observations, interviews, and small group discussions with representatives from all sectors involved in heritage-site marketing. This article compares the background of current visitors to cultural heritage destinations, explores their level of satisfaction with the experience, and makes suggestions for new routes that can help develop heritage cities as sustainable alternatives to more mainstream attractions.