Thailand itself has strong potential to become the leading culinary tourism destination. Due to inadequate promotion, good management and marketing strategy by both the public and government sectors, culinary tourism in Thailand is not well known as a major tourist destination. The proliferation of Thai gastronomy promotion through any kind of tools could be a crucial key to attracting Thai food culture into the hearts of culinary tourists. Furthermore, understanding the behaviors and motivational factors of culinary tourists helps Thailand create real culinary experiences for culinary tourists. Furthermore, comparing Thailand to other culinary tourism destinations as competitors is Thailand's further step to realize its strength and weakness for development. Introduction Thai cuisine as the national cuisine of Thailand has a long history of food culture. It is heavily influenced by other neighboring countries, such as stir-fry from China, curry from India, while maintaining a distinct taste, whatever the origin of the recipe with the differentiation of distinctive cooking styles in four regions of the country. The balance of the five basic senses of taste namely; spicy, sweet, salty, sour, and bitter would be chosen as two or more flavors to mix in a dish (Harrison & Monroe, 2003). Cummimgs (2000) states that “Thai cuisine has become so popular globally that in a survey of travel agencies in over 25 countries, it was ranked fourth after France, Italy and Hong Kong in the perceived excellence of cuisine and these days most major cities have at least one Thai restaurant” (p.8). However, Thailand also has fabulous physical characteristics of food culture, traditions and tourist locations, for example... center of paper... marketing power of Thai cuisine. Retrieved April 13, 2010, from http://www.boi.go.th/thai/how/press_releases_detail.asp?id=3402The Hong Kong Tourism Board. (2010). QTS sign. Retrieved April 15, 2010, from http://www.discoveryhongkong.com/eng/dining/tips.html.The International Culinary Tourism Association. (2010). About culinary tourism. Retrieved February 24, 2010, from http://www.culinarytourism.org/?page=historyChef Martin Yan's official website. (2010). Television programs. Retrieved April 15, 2010, from http://www.yancancook.com/tvshows.htmThe Singapore Tourism Board. (2010). Food Festival. Retrieved April 15, 2010, from http://www.singaporefoodfestival.comTravel Agent Magazine. (2009, September 28). Culinary tourism. pp. 4-5.Wolf, E. (2002). Culinary tourism: a tasty economical proposal. Retrieved April 14, 2010, from http://www.culinarytourism.org