The objectives of this study are: 1) To study the information seeking process, the satisfaction gained from the information seeking, and the touristic behaviors of both Thai and foreigner tourists in Chiang Mai 2) To study the correlation between the information seeking process and the satisfaction gained from the information seeking against the touristic behavior in Chiang Mai 3) To study the variables’ efficiency in forecasting the touristic behaviors of both Thai and foreign tourists in Chiang Mai. The population consisted of Thai and foreign tourists who travel to Chiang Mai. The researcher selected the sample through the non-probability sampling technique by distributing the questionnaire among 400 subjects who travel to various tourist attractions in Chiang Mai. The research tool is the 83-items questionnaire created by the researcher, and the information obtained will be statistically processed and analyzed via SPSS program. The statistics involved including 1) Descriptive analysis 2) Inferential statistics analysis and 3) Multiple regression analysis.                   

                  The study shows that: 1) Thai and foreign tourists sought information and gained satisfaction from new media more than traditional media. When it comes to touristic behavior, Thai and foreign tourists perceived the behaviors based on tourist attractions as the most important. 2) Information seeking process correlates to the touristic behavior based on tourism purposes on a significance level of 0.001, and satisfaction gained from the information seeking process correlates to touristic behavior based on tourism purposes in Chiang Mai on a statistically significant level of 0.01. 3) Overall satisfaction of the news received can describe Thai and foreign tourists who travel in Chiang Mai with leisure purposes on a statistically significant level of 0.001, while information sought from traditional media and overall satisfaction obtained can both describe the educational purpose of traveling on a statistically significant level of 0.001, and overall satisfaction gained from the news received can describe the touristic behavior based on how frequent the Thai and foreign tourists travel to Chiang Mai annually on a statistically significant level of 0.05.