Does culture matter? Thai perception of international tourist misbehaviors and its consequence

International tourist misbehaviors not only damage tourism sustainability, but are believed to have implications for national image and international relations. This study investigated Thai views of international tourist misbehaviors via a mixed method design. It found that residents attribute international tourist misbehaviors to host–guest cultural differences, and that the misbehaviors do not significantly affect their support for international tourism. Contextualized interpretation of such findings indicates the important role of Thai culture in shaping residents' perspectives on international tourists and tourism. The study suggests a need for a cultural approach to understanding residents' perceptions of tourism in countries such as Thailand.