Research & Article

The potential attributes of tourism destination have been attracting tourists from around the world to visit that place especially the cultural world heritage tourism site. There are also key factors for considering and developing to improve tourism destination. The main objectives of this study consist of studied the potential of the Historic City of Ayutthaya, where is cultural world heritage tourism site in Thailand and studied the potential attributes of the Historic City of Ayutthaya on the suggestion to the others. The survey data was collected from 412 respondents who were foreign tourists and stayed in Ayutthaya at least a night. The results analyzed using descriptive statistic indicated that the most potential attributes were the value of destination and the uniqueness, the differences of demographic characteristics of respondents led to different opinions on the potential attributes, and different behavioristic tourists led to different aspects on potential attributes. In addition, the ordinary least squares regression indicated that the uniqueness and Aesthetics tended to associate positively with the suggestion to the other for visiting The Historic City of Ayutthaya. The implication of this study was used to be the knowledge base for stakeholders in determining and planning development issues on the potential of the Historic City of Ayutthaya.