The objective of this research were to study and compare the factors influencing decision to visit Luang Prabang (LPB). The samples were 400 Thai tourists who travelled to LPB and a questionnaire was used as a survey tool. Data were analyzed statistically using mean, standard deviation, t-test and One-way ANOVA (F-test). Then the differences were analyzed in pairs by using Least Significant Difference (LSD). The results were as follow:
1) The sample were female aged 30-39 years old. The highest education level was Bachelor Degree working as employees in private enterprises and their monthly income was 15,001-20,000 Baht. It was found out to be their first time of visit to LPB by consulting with tour agency and travelled by company bus as their main vehicle for the trip. They planned to spend more than 3 days on this trip with their family. 2) Decision influencing factors of sample group Thai tourists visiting LPB showed high level in all factors except products, human resources, tourist attractions, and tour package were found to be the highest level of factors. 3) Comparing the factors influencing Thai tourists decision by genders, ages, careers, education level and monthly income were found were found to significantly different at 0.5 level.
