Exploratory Factor Analysis of Thai Tourists’ Belief of Sufficiency Culture The objective of this research was to develop various indicators using Exploratory Factor Analysis (EFA) technique in quantifying the belief of the sufficiency culture of three generations of Thai tourists. The research questionnaire was developed by 28 technicians from six sciences, 13 universities, one business and three freelance technicians using the Delphi technique. A multistage and simple random sampling was administered to 1,422 subjects surveying three generations from four regions and eight provinces in Thailand. There are six important components 1. Common morality (factor loading .971) 2. Public consciousness (.971) 3. Pride (.963) 4. Sense of life (.962) 5. Freedom (.962) 6. Balanced and simple (.928). The uniqueness, psychographic market segmentation and the king’s philosophy is the principles of our cultural belief that can solve individual differences in consumers’ behavior, especially across three generations of tourists. Exploring Thai tourists’ sufficiency cultural belief based on the sufficiency economic philosophy suggests the following theoretically valuable implications for the marketer who deals with Thai tourists’ behaviors; marketers should focus on the six components of the sufficiency culture belief which is considered the most important factor in tourists’ behavior in order to have understanding of Thai tourists. Moderating Effects of Information Search and Evaluation before Purchasing with Self- Sufficiency Culture of Three Generational Tourists The objective of this research is to develop various indicators using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structure Equation Modeling (SEM) technique from varying age moderating effects of Information Search and Alternative Evaluation before Purchasing with belief of the Self- sufficiency culture analyzing three generations of Thai tourists. This mixed method research was developed by 28 technicians from six sciences, 13 universities, one business and three freelance technicians using the Delphi technique. A multistage and simple random sampling was administered to 1,422 subjects surveying three generations from four regions and eight provinces in Thailand. There are six important components The second data collecting was administered to 1,521 subjects surveying three generations from four regions and eight provinces in Thailand by probability sampling. Moderating three generations effect path SEM by LISREL program. The unique, psychographic เพชรรัตน์ วิริยะสืบพงศ์ สนับสนุนโดยสำนักงำนกองทุนสนับสนุนกำรวิจัย 13 market segmentation and the king’s philosophy is the principles of our cultural belief that can solve individual differences in consumers’ decision making process, especially across three generations of tourists’ information search and evaluation alternatives. This study suggests the following valuable theoretically implications for the marketer who deals with Thai tourists’ behaviors and decision making process; marketers should focus on the six components of the sufficiency culture belief which is considered the most important factor in tourists’ behavior in order to have understanding of Thai tourists. Confirmatory factor analysis showed that all of the elements had significantly affected the self-sufficient cultural beliefs at the .01 level. The first three weight factors in order are Pride (y = 0.88), Common Morality ( y = 0.86), and Public Consciousness ( y =. 0.85). The analysis of linear structural equation model aimed to respond six research hypotheses. The findings were the self-sufficient cultural beliefs factors in Freedom ( = 0.15) and Pride ( = 0.26) had significantly direct affected the search information while the alternative assessment was direct influenced from the Information Search ( = 0.53) and the self-sufficiency cultural beliefs factors in Common Morality ( = 0.18) and was direct influenced ( = 0.27) and indirect influenced ( = 0.14) from Pride element with statistical significance. In summary, the self-sufficiency cultural beliefs had a positive influenced to the Information Search such as Freedom and Pride, in addition, the self-sufficiency cultural beliefs also had a positive influenced to the alternative assessment i.e. Common Morality and Pride. The Information Search had a positive influenced to the alternative assessment before making a purchase significantly. The findings of path analysis of tourists divided to three ages were the factor influenced the self-sufficiency cultural beliefs did vary in each ages. Moreover, the findings were the self-sufficiency cultural beliefs comprised of six elements i.e. 1) Balanced and Simple 2) Common Morality 3) Public Consciousness 4) Sense of Life 5) Freedom and 6) Pride influenced the Information Search and the Evaluate of Alternative before making a purchase of sufficient tour did vary in each ages; Teenager age, the findings were the self-sufficient cultural beliefs factor in Common Morality ( = 0.41) and Public Consciousness ( = 0.36) had direct influenced the Information Search significantly. While the Evaluate of Alternative was direct influenced from the