This study aims to analyze the factors of tourists’ motivation, expectations, and satisfaction by establishing a theoretical model to quantify their joint impact on the tourists’ loyalty. Collecting data from 400 participants of Chinese tourists who visited ‘Ayutthaya Province’ of Thailand, this research by employing both Structural Equation Modelling (SEM) and descriptive Analysis, finds that the elements of tourists’ expectations (e.g., accessibility, historic buildings) and motivation (e.g., to visit historical place/culture, religious places, ...