Chinese (Taoist) temples and shrines in Phuket, Thailand have a long and unique history. Although Phuket remains primarily a sun, sea and sand destination, Phuket's specific cultural tourist attractions such as Chinese temples and shrines lay dormant. Meanwhile, only Phuket's religious Vegetarian Festival is promoted for tourist's consumption. This study explores the image of Chinese temples and shrines in Phuket as cultural tourist attractions based on the perspectives of international

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... . The research employed a qualitative approach using open-ended questions, projective questions and projective drawing techniques to capture the image of Chinese temples and shrines in Phuket from 153 international tourists visiting Chinese temples and shrines around Phuket. The data was then analysed using content analysis. The results were triangulated to increase the reliability and validity. The overall results revealed the image of Chinese temples and shrines in Phuket as having statues, figures and gods, while being religious, traditional, fascinating, attractive, mysterious, peaceful and unique. The projective drawings identified the unique features of the Chinese temples and shrines as the altar, calligraphy, columns, the ding, pot or cauldron, objects of divination, the donation safe or box, the firecracker room, lanterns, nature, outside walls, placards, plates and signs, the roof and statues, figures and gods. In addition, Asian and European tourists were found to have different perceptions towards Chinese temples. Asian tourists related to more religious and traditional imagery than European tourists, who experienced greater feelings of peace and fascination. In conclusion, Chinese temples and shrines in Phuket are seen as being unique cultural and heritage attractions. However, the feasibility and profitability needs to be further assessed before the future development of Chinese temples and shrines in Phuket. The managerial implications of this study are also discussed.