Service Quality Development of Hotels in Roi Et Province for Supporting Tourists

Abstract

The objective of this research was to study the service quality of hotels in Roi-Et province, to study behaviors of special interest tourists, to compare the perception on service quality of hotels in Roi-Et province, and to study the relationship between perception and expectation of special interest tourists and the service quality of hotels in Roi-Et province. The samples were 400 special interest tourists who were travelling to Roi-Et and staying at hotel in Roi-Et province. The research material was a questionnaire by using data analysis of percentage, mean, standard deviation, t-test, one-way ANOVA, and Pearson Correlation Analysis.

The study results found that 1) Most tourists are female, aged 25-34, with Thai nationality, married, income less than 10,000 baht, occupation of students and university students, Bachelor's degree, self-rewarding journey, popularly booked through travel agents, travel companion with friend, used rental car during a trip, accommodation cost per a night of 1,001-2,000 Baht, travel duration from October to December, accommodation information channel via online and the type of hotel to stay with 2 star hotel. 2) The service quality in Roi-Et province, according to the perception of tourists in overall was at a very high level. The first service quality was Tangibility. The further service quality was Responsiveness, Assurance, Reliability, and Empathy, respectively. 3) The expected service quality of hotels in Roi-Et province in overall was at the highest level. The first expected service quality was Tangibility. The further expected service quality was Reliability, Responsiveness, Assurance and Empathy, respectively. 4) The special interest tourists with different personal factors would not have different in service quality perception of hotels in Roi-Et province. However, the special interest tourists with different gender, different nationality, different marital status, and different education level would have expectation on service quality of hotels in Roi-Et province differently at statistically significant difference of .05 level. Additionally, the perception on service quality of hotels in Roi-Et province had relation in the same direction with the expectation of special interest tourists on service quality of hotels in Roi-Et province.