This article aims to: 1) study theoretical concepts relating to legal measures for punishment and control of tourism businesses and tour guides, as well as related research findings; 2) examine factual and legal problems concerning legal measures for punishment and control of tourism businesses and tour guides in the Kingdom of Thailand; 3) analyze and compare legal measures for punishment and control of tourism businesses and tour guides in foreign countries with those in Thailand; and 4) propose appropriate legal measures for punishment and control of tourism businesses and tour guides in Thailand based on comparative foreign practices. This study employed a qualitative research approach, utilizing theories of punishment, legal texts, academic literature, focus group discussions, and in-depth interviews with the following groups: 1) government officials, 2) tourism business operators, 3) tour guides, 4) legal scholars and lawyers, and 5) affected members of the public. The findings revealed that 1. The concepts of punishment include retribution, deterrence, and rehabilitation. 1. A comparison of legal measures in the United Kingdom, Australia, Singapore, Vietnam, and Thailand showed that the major problems include operating a tourism business without authorization, failure to provide licensed tour guides to accompany tourists, acting as a tour guide without authorization, and altering tour programs from what was originally advertised. 3. The study demonstrates that Thailand’s legal framework prioritizes punitive measures over protective and developmental strategies. In contrast, foreign legal systems integrate consumer protection, fair trade practices, and service quality standards to ensure balanced legal enforcement.  4. The study suggests that cooperation between relevant state agencies and strict law enforcement is essential. Thailand’s legal measures currently place less emphasis on consumer protection compared to foreign countries, which prioritize consumer protection and regulation before punishment. If Thailand enhances consumer protection through stricter enforcement and clearer contractual tour terms, the tourism industry would be better promoted through protection rather than punishment