• Bhorntiwa WIJITGOMEN Faculty of Management Sciences, Kasetsart University Sriracha Campus, Thailand
  • Sinittra SUKSAWAT Faculty of Business Administration, Rajamangala University of Technology Thanyaburi, Thailand
  • Sirirak BOONPROMRAKSA Faculty of Management Sciences, Rajabhat Rajanagarindra University, Thailand




Tour Bus, Transportation for Tourism, Service Quality, Logistics


Chartered buses or tour buses have become a prevalent mode of transportation for tourists in Thailand, owing to the inadequate, inconvenient, and time-consuming public transport infrastructure. Given the intensifying competition, it is imperative for tour bus operators to provide high-quality services. This study aimed to identify the management problems faced by tour bus entrepreneurs and examine service quality from the perspective of users. To achieve this, both quantitative and qualitative methods were employed, with a sample group comprising 100 bus company representatives, including owners, executives, and employees, as well as 400 bus users, comprising tour guides and tourists selected via purposive sampling. Data was collected through interviews and questionnaires. The findings indicated that the main management problems faced by bus companies were caused by internal factors, including planning and staffing, while existing regulations also affected bus operations. Moreover, customers were least satisfied with the quality of service in terms of empathy. Statistical analysis revealed significant differences between overall service quality expectations and perceptions at the 0.01 level. Furthermore, significant differences were found in terms of assurance, tangibles, reliability, and responsiveness at the 0.01 level. These results provide bus entrepreneurs with guidelines to develop their management and services.


Anwar, K. (2017). Analyzing the Conceptual Model of Service Quality and Its Relationship with Guests’ Satisfaction: A Study of Hotels in ERBIL. Indonesian Accounting and Management Research, 25(2), 1-16.

Bajada, T., & Titheridge, H. (2017). The attitudes of tourists towards a bus service: implications for policy from a Maltese case study. Transportation Research Procedia, 25, 4110-4129.

Barabino, B., Deiana, E., & Tilocca, P. (2012). Measuring service quality in urban bus transport: a modified SERVQUAL approach. International Journal of Quality and Service Sciences, 4(3), 238-252.

Belwal, R., & Amireh, M. (2018). Service quality and attitudinal loyalty: Consumers’ perception of two major telecommunication companies in Oman. Arab Economic and Business Journal, 13(2), 197-208.

Cheunkamon, E., Jomnonkwao, S., & Ratanavaraha, V. (2022). Impacts of Tourist Loyalty on Service Providers: Examining the Role of the Service Quality of Tourism Supply Chains, Tourism Logistics, Commitment, Satisfaction, and Trust. Journal of Quality Assurance in Hospitality & Tourism, 23(6), 1397-1429.

Chutiphongdech, T. (2021). Industry Analysis by PESTEL-AHP A Case Study of Thailand Public Airports. NIDA Case Research Journal, 13(2), 76-100.

Daskalakis, N., & Stathopoulos, A. (2008). Users’ Perceptive Evaluation of Bus Arrival Time Deviations in Stochastic Networks. Journal of Public Transportation, 11(4), 25-38.

Department of Land Transport. (2014). Annual Report. Bangkok: Department of Land Transport.

Earl, G., & Too, L. (2010). Public transport service quality and sustainable development: a community stakeholder perspective. Sustainable Development, 18(1), 51-61.

Fauzi, N., Hashim, N., Zhe, C., & Zan, U. (2020). An evaluation of service quality towards tourist on hop-on hop-off tour bus service in Kuala Lumpur. A paper presented at the International Symposium of Strait of Melaka 2020, UiTM Cawangan Melaka, Kampus Bandaraya Melaka, Malaysia.

Franceschini, F., & Rafele, C. (2000). Quality evaluation in logistic services. International Journal of Agile Management Systems, 2(1), 49-54.

Gulc, A. (2017). Models and Methods of Measuring the Quality of Logistic Service. Procedia Engineering, 182, 255-264.

Jomnonkwao, S., Siridhara, S., & Ratanavaraha, V. (2015). Awareness status of sightseeing bus entrepreneurs: A case study in rural areas of Thailand. Lowland Technology International, 17(1), 47-52.

Jongrungrotsakul, W., Chanprasit, C., & Kaewthummanukul, T. (2018). Work-Related Health Problems of Taxi Drivers in Chiang Mai Province. Nursing Journal, 45(3), 122-135.

Juran, J., & Gryna, F. (1970). Quality Planning and Analysis: From Product Development Through Usage. New York: McGraw-Hill.

Khurshid, R., Naeem, H., Ejaz, S., Mukhtar, F., & Batool, T. (2012). Service Quality and Customer Satisfaction in Public Transport Sector of Pakistan: An Empirical Study. International Journal of Economics and Management Sciences, 1(9), 24-30.

Koontz, H., & Weihrich, H. (2015). Essentials of Management: An International, Innovation, and Leadership Perspective. 10th ed. Uttar Pradesh: McGraw-Hill India.

Lozovaya, O., Martynushkin, A., Polyakov, M., Krasnikov, A., Strokova, E., & Menshova, E. (2023). Optimization of management functions and business processes at road transport enterprises. E3S Web of Conferences, 371, 04012.

Mentzer, J., Flint, D., & Hult, T. (2001). Logistics Service Quality as a Segment-Customized Process. Journal of Marketing, 65(4), 82-104.

Mentzer, J., Flint, D., & Kent, J. (1999). Developing a logistics service quality scale. Journal of Business Logistics, 20(1), 9-32.

Mentzer, J., Gomes, R., & Krapfel, R. (1989). Physical distribution service: A fundamental marketing concept?. Journal of the Academy of Marketing Science, 17, 53-62.

Mhlanga, O. (2019). Impacts of the macro environment on airline performances in southern Africa: Management perspectives. Tourism and Hospitality Research, 19(4), 439-451.

Ministry of Tourism and Sports. (2018). Tourist Expenditure in 2018. Bangkok: Ministry of Tourism and Sports.

Ojo, T., Suleman, D., Nutsogbodo, R., & Mireku, D. (2014). Service quality and customer satisfaction of public transport on Cape Coast Accra Route, Ghana. Journal of Developing Countries, 4(18), 142-149.

Page, S. (2009). Transport and Tourism: Global Perspectives. 3rd ed. New Jersey: Prentice Hall.

Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

Ratanavaraha, V., & Jomnonkwao, S. (2014). Model of users׳ expectations of drivers of sightseeing buses: confirmatory factor analysis. Transport Policy, 36, 253-262.

Rodrigue, J. (2020). The Geography of Transport Systems. 5th ed. London: Routledge.

SCB Economic Intelligence Center. (2016). Accelerating Thai Bus Engines-Drifting for New Business Opportunities in Service Sectors. Bangkok: SCB Economic Intelligence Center.

Shah, F., Syed, Z., Imam, A., & Raza, A. (2020). The impact of airline service quality on passengers’ behavioral intentions using passenger satisfaction as a mediator. Journal of Air Transport Management, 85, 101815.

Shaw, A. (1915). Some Problems in Market Distribution. Massachusetts: Harvard University Press.

Sousa, G., & Castañeda-Ayarza, J. (2022). PESTEL analysis and the macro-environmental factors that influence the development of the electric and hybrid vehicles industry in Brazil. Case Studies on Transport Policy, 10(1), 686-699.

Sriboonlue, U. (2022). The Effects of Cultural Dimensions on Service Quality, Customer Engagement, Customer Satisfaction and Customer Loyalty in Multi-National Airline Sectors. Asian Administration and Management Review, 5(2), 12-23.

Statista. (2023). Total value of the tourism's contribution to the Gross Domestic Product in Thailand from 2017 to 2021. Retrieved from www.statista.com/statistics/1143427/thailand-value-of-tourism-gdp/.

Trakarnvachirahut, P., Sirisoponsilp, S., & Pavakanun, U. (2014). Analysis of Factors Influencing the Shortage of Truck Drivers at the Industry-Level and Firm - Level. WMS Journal of Management, 3(2), 11-30.

United Nations. (2010). Tourism Satellite Account: Recommended Methodological Framework 2008. Luxembourg: United Nations Publication.

Waeoraweewong, K., & Vor-sittha, P. (2018). Economic Contribution of Transportation on Tourism Industry in Thailand. Development Economic Review, 12(2), 58-79.

Yamane, T. (1967). Statistics: An Introductory Analysis. 2nd ed. New York: Harper & Row.

Yao, Z., & Ding, X. (2011). Measuring Passenger’s Perceptions of Taxi Service Quality with Weighted SERVPERF: A Case of Hangzhou, China. Applied Mechanics and Materials, 97-98(2011), 1181-1184.




How to Cite

WIJITGOMEN, B., SUKSAWAT, S., & BOONPROMRAKSA, S. (2024). EXPLORING THE EXCELLENCE: UNRAVELING THE SERVICE QUALITY OF TOUR BUS OPERATORS IN THAILAND. Asian Administration and Management Review, 7(1), 120–132. https://doi.org/10.14456/aamr.2024.12