The general objective of this study iss to identify and measure the relative magnitude of effect of the key economic factors affecting Thai rice producer planting decisions using an econometric model of the area planted to rice in Thailand. The results suggest that area planted to rice in Thailand is more responsive to changes in area planted in previous years, the amount of rainfall, and the availability of agricultural labor than to changes in paddy rice prices. An important implication of the study is that policies to reduce rural labor shortages could do more to enhance the production of rice in Thailand than annual adjustments in the level of the guaranteed price of rice received by producers.