Guidelines for Enhancing Service Quality and Corporate Image Influencing the Revisit Intention of Thai Tourists at Hotels in Mueang Songkhla District, Songkhla Province
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Abstract
The COVID-19 pandemic has caused significant changes in the hotel industry in Mueang Songkhla District, leading to a slow recovery in occupancy rates, tourism revenue and Thai tourists’ confidence. Enhancing service quality and organizational images can create a competitive advantage, enabling hotels to recover, grow stronger and sustain their business. This article aims to explore the development of service quality and organizational image to increase the revisit intention of Thai tourists staying in hotels in Mueang Songkhla District in Songkhla Province. The study employs a qualitative research method by developing a semi-structured interview, which serve as the primary data collection tool. The primary data were obtained from 28 key informants, including hotel staff from the hotel management, front office, housekeeping and food & beverage departments. The research primarily adopts purposive sampling to select participants and integrates secondary data collection from diverse sources, including online databases, academic articles, textbooks, related research and relevant documents. The collected data were analyzed systematically using thematic analysis to identify patterns, themes and key insights.
The findings reveal several significant results. In terms of service quality development, key strategies include enhancing service excellence standards, comprehensive staff skills development, integrating modern technology and improving specialized service competencies. Regarding organizational image development, essential factors involve creating a unique local identity, implementing effective brand communication and designing memorable guest experiences. These elements collectively contribute to strengthening customer satisfaction, increasing trust, fostering long-term relationships and ultimately boosting tourists’ intention to revisit hotels in Mueang Songkhla District.
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References
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