Thailand itself has a strong potential to become the leading culinary tourism destination. Due to the lack of promotion, good management and marketing strategy from the public and government sectors, culinary tourism in Thailand is not well known as a leading tourist destination. The proliferation of Thai food promotion through all types of tools could be a crucial key to attracting Thai culinary culture into the hearts of culinary tourists. Additionally, understanding the behaviors and motivators of culinary tourists helps Thailand create real culinary experiences for culinary tourists. Moreover, comparing Thailand with other culinary tourism destinations as competitors is another step for Thailand to realize its strength and weakness in development.IntroductionThai cuisine, as the national cuisine of the Thailand has a long history of culinary culture. It is strongly influenced by other neighboring countries such as stir-fries from China, curries from India for example while maintaining a distinctive 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 taste senses, namely: spicy, sweet, salty, sour and bitter would be chosen as two or more flavors to blend in one dish (Harrison and Monroe, 2003). Cummimgs (2000) states that "Thai cuisine has become so popular globally that in a survey of travel agencies in more than 25 countries it ranked fourth after France, Italy and Hong Kong for the perceived excellence of the cuisine and today most major cities have at least one Thai restaurant” (p.8). However, even Thailand has fabulous physical features in terms of food culture, traditions and tourist sites for example... middle of paper ...... the marketing power of Thai cuisine. Retrieved April 13, 2010 from http://www.boi.go.th/thai/how/press_releases_detail.asp?id=3402 Hong Kong Tourism Board. (2010). QTS sign. Retrieved April 15, 2010 from http://www.discoveryhongkong.com/eng/dining/tips.html.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). TV shows. Retrieved April 15, 2010 from http://www.yancancook.com/tvshows.htmThe Singapore Tourism Board. (2010). Gastronomy 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 economic proposition. Retrieved April 14, 2010 from http://www.culinarytourism.org