This study aimed to investigate domestic and international tourists visiting Bangkok, their demands, expectation and perception in food and restaurants services. Questionnaire and face to face technique were used to collect data from tourists who agreed to answer the questions. Content analysis and SERVQUAL were applied to organize the data and structure a marketing strategy for full services restaurants in Bangkok. It was found that both domestic and international tourists preferred having Thai cuisine than other cuisines and preferred having their meal in stand-alone restaurant than in hotel restaurant during their stay in Bangkok. On one hand, domestic tourists have more knowledge in Thai cuisine so their perception in food and restaurants services in Bangkok did not reach their expectation. On the other, international tourists felt that their perception in food and restaurants services in Bangkok exceeded their expectation.
Keywords: Marketing strategy, Service quality, SERVQUAL, Thai cuisine.