A Strategic Training Framework for Enhancing Hotel Service Quality to Attract Chinese Tourists: A Qualitative Study
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Abstract
Tourism is one of the main drivers of the Thai economy, with Chinese tourists being an important market for the hotel industry. However, changing tourist behaviors and increasing competition from neighboring countries require Thai hotels to adapt to better meet this market's demands. This qualitative development research aims to develop a training program as a strategic approach to attract Chinese tourists through hands-on training programs. Data was collected through in-depth interviews with 17 participants, including Chinese tourists and hotel staff who directly interact with customers. The collected data was qualitatively analyzed, and a structured training program was designed and validated using the connoisseurship approach. The results of the study indicate that an effective training program should consist of six key modules: (1) Excellent Service, (2) Chinese Language Training for Communication, (3) Outstanding Hospitality Skills, (4) Turning Problems into Positive Impressions, (5) Technologically Enhanced Service, and (6) Sales Strategies for Chinese Tourists. This training program can be implemented to improve service quality in line with Chinese tourists' expectations, which will ultimately increase customer satisfaction and strengthen the competitiveness of Thai hotels in the tourism industry.
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