One’s perception toward each tourist destination can be varies. Some cities, their unrealistic or rumor of reputation might be recognized by tourists whose create perception based on their own experiences toward certain activities, but not based on what it really be in that tourist destination. When these perceived images were spreading out, it might be changed from particular tourists destination.

Pattaya City, a never close city, has been representing its reputation on both negative and positive aspects through international tourists and media sources. Many tourists recognized Pattaya as a city where provides sea, sand, sun and sex, including extreme nightlife and prostitutes found on the beach which eventually leads to unpleasant repeated criminal activities. Although the government authorities of this city has been trying their best to reorganize the city and re-promoting this city to be globally recognized as a new Pattaya, still the perception of tourists arrival in this city has not yet clarified in a clear opinion. This study will explore the true image of this city, and also to explore the perception of tourists after they have visited this city.

The purpose of this thesis is to identify the perception after visit Pattaya, and also to study the destination image of Pattaya by international tourists’ with different socio-demographic backgrounds. The thesis was conducted in Pattaya city, Chonburi, Thailand. The images of Pattaya city perceived by international tourists and were evaluated through quantitative research with sample target population of 400 international tourists by random sampling method and distributed in various tourism relates institutions such as main destination of Pattaya city (Walking Street, Jomtien beach etc.). Descriptive statistics were used to find the mean and standard deviation to identify the importance of factors and level of agreement of Perception T-Test and one-way ANOVA.

The result of this study will be an exploration of how international tourists perceive Pattaya after their visit, and also to explore the true destination image of Pattaya.

Keywords: International tourist, Perception, Pattaya city