To explore the destination images of Thailand as a tourist destination from the point of view of Swedish Generation X tourists in Västerås by examining their satisfaction/dissatisfaction and behavioral intentions after traveling to Thailand. To test the theoretical DI formation and interrelationships of those components. A qualitative research approach with in-depth interviews to collect empirical date derived from respondents’ first-hand experiences. Destination Image Theory was used as a background and Content Analysis Approach was used to analyze data.  Thailand was perceived positive and negative by Swedish generation X tourists in Västerås. They were satisfied with their stay at Thailand. After traveling to Thailand, most of them would like to revisit Thailand, but few of them want to travel to new destination. All of them are willing to tell friends or relatives about their experiences in Thailand.

The primary purpose of this study was to examine how much different types of media affect a tourist’s decision when choosing a destination to travel. Further, this study attempted to investigate the impact of the different types of media on a tourist’s behavioral intentions. A primary field survey was designed for this study to collect data and multivariate analysis of variance (MANOVA) was performed to analyze the data and test the hypotheses. As a result, the most influential media form for choosing a destination to travel was social media, while brochure ranked the last. Subsequently, demographic factors showed noticeable propensities for the different types of media. Lastly, media types had a significant impact on three behavioral intentions for traveling as well. Study findings are expected to provide valuable information to better utilize the media as a marketing tool for the tourism industry.