The purpose of this study was to investigate the relationship among demographic characteristic, cultural values, and travel motivations in regards to understanding the context of tourists motivation and how cultural values impact the travel motivation. The study was limited to the tourists who came to the attractive city of Chiang Mai during the research time period. The results indicated that demographic characteristic is a source of cultural values and cultural values impact the travel

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... ions of the tourists. Also, no significant relationship was found between demographic characteristic and travel motivations. Data analysis and implications are discussed and recommendations are provided.