This study was to find out whether the different groups of tour operators have different attitudes towards the marketing promotion (advertising media, public relations, sales promotion, people media) that TAT was offering in Taiwan. The specific objectives of the study were to: 1) determine the characteristics of Taiwanese tour operators

2) study the effectiveness of Thai tourism marketing promotion to the travel trade

3) investigate the relationship between the characteristics and attitudes of Taiwanese tour operators on the marketing promotion of TAT. Data were collected from twenty-nine Taiwanese tour operators, accounting for 85% of all of the thirty-four tour companies promoting Thai tourism. The respondents rated television as the most effective advertising medium followed by the Internet, then newspapers and magazines. Arranging excursions for familiarization with the traveling routes was the most effective public relations activity, followed by promoting the certification of "Quality Tour Programs" and updating the Internet information. The holding of exhibitions was rated as the mosteffective sales promotion campaign of TAT. In terms of people media, giving consultation services and travel information were rated the most effective personal services. The study found that Taiwanese tour operators' gender, age, workingexperience and degree of willingness to cooperate with TAT had not influencedtheir attitude towards the marketing promotion of TAT. However, the educationlevel had an influence on their attitudes towards effective people media at a0.05 level of significance. Also the years of cooperating with TAT had arelationship with sales promotion at a 0.05 level of significance. TAT should utilize the most effective promotion activities as mentioned.It would expand more distribution channels for promoting quality tours, andmotivate more tour companies to participate in TAT's campaign. Thailand tourismneeds to seek better enforcement to solve the poor quality of Thai tour guides,and re-positioning the Thai tour packages as recommendations.