Guidelines to Increase Accommodation Service Capacity for Tourism of Nakhonratchasima Province แนวทางการเพิ่มศักยภาพการบริการด้านที่พักเพื่อการท่องเที่ยวของจังหวัดนครราชสีมา
Main Article Content
Abstract
The research aims to 1) study tourist expectation in regard to accommodation services in Nakhon Ratchasima Province 2) study tourist perception towards tourism accommodation services in Nakhon Ratchasima Province 3) study tourist satisfaction in regard to accommodation services in Nakhon Ratchasima Province and 4) provide recommendations to increase service capacity in accommodations in Nakhon Ratchasima Province.
The researcher employed both qualitative and quantitative research methods in this study with details as follow. For quantitative research, the researcher used questionnaire as the data collecting tool focusing on expectations and perceptions of 384 Thai tourists. The researcher used Descriptive Statistic Analysis analyzing Frequency, Percentage, Mean, and Standard Deviation. Additionally, the researcher also employed Paired Sample T-test and F-test to test the hypothesis.
For Qualitative Research, the researcher employed Structured In-depth Interviews to develop guidelines to increase service capacity in accommodation in Nakhon Ratchasima Province. The interviews were conducted with hotel managers and relevant department heads who are currently working in 3-4 stars hotels in the Province to explore their opinions and recommendations, as well as conduct content analysis.
The study shows that Thai tourists have the highest expectation, as well as highest perception, in customer service confidence in accommodation in Nakhon Ratchasima Province. When calculating different service values in the five aspects of service quality, it was found that Thai tourists have lower expectations towards service accommodations, when compared with other aspects of their perceptions. That said, it shows that Thai tourists have high satisfaction level towards accommodation services in Nakhon Ratchasima Province.
Thus, guidelines to increase service capacity in accommodation in Nakhon Ratchasima Province are as follow: 1) with respect to accountability or trustworthiness, for tourists benefits, there should be legal measures to control accommodations that cannot correctly comply with the agreements or terms and conditions of advertisements or promotions; 2) with respect to responding to the demands, establishments should always inform and provide explanations to tourists if there is any change happens after the agreement with the tourist. Plus, the service procedure should be convenient, fast, and simple; 3) with respect to confidence, establishments should encourage honesty, well-mannered, gentle, and friendly services; 4) with respect to sympathy, establishments should encourage their employees to treat customers equally; and 5) with respect to tangibility, establishments should always keep their businesses clean and attractive and advertise their businesses frequently.
Article Details
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
กระทรวงการท่องเที่ยวและกีฬา. (2551). แผนยุทธศาสตร์และกลยุทธ์พัฒนาการท่องเที่ยวกรมการท่องเที่ยวพ.ศ.2555– 2559. กรุงเทพฯ : กรมการท่องเที่ยว.
กุณฑลี เวชสาร. (2553). การวิจัยการตลาด. กรุงเทพฯ : โรงพิมพ์แห่งจุฬาลงกรณ์มหาวิทยาลัย.
ฉัตรชัยคงสุข. (2535). ความพึงพอใจของผู้รับบริการของแผนกคลังพัสดุฝ่ายภัตตาคารและโภชนาการภายใน ประเทศบริษัทการบินไทยจำกัด (มหาชน). สารนิพนธ์ปริญญามหาบัณฑิต.มหาวิทยาลัยธรรมศาสตร์.
ฉัฐชสรณ์กาญจนศิลานนท์. (2555). คุณภาพบริการ: ความจำเป็นของการพัฒนาคุณภาพบุคคลากรในธุรกิจโรงแรม. บทความวิชาการ: มหาวิทยาลัยศรีปทุม.
ยุพาวรรณวรรณวาณิชย์. (2548). การตลาดบริการ. กรุงเทพฯ : สํานักพิมพ์มหาวิทยาลัยเกษตรศาสตร์.
สำนักงานพัฒนาเศรษฐกิจและสังคมแห่งชาติ, (2558). แผนพัฒนาเศรษฐกิจและสังคมแห่งชาติ ฉบับที่ 11 พ.ศ. 2555-2559 .สืบค้นเมื่อวัน 3เมษายน2559จากhttps://www.nesdb.go.th/main.php?filename=index
สำนักงานสถิติแห่งชาติ. (2557). แผนพัฒนาสถิติจังหวัดนครราชสีมา. สืบค้นเมื่อวัน 3 เมษายน 2559 จาก https://osthailand.nic.go.th/masterplan_area/userfiles/files/
Farley, M. J.. (1989). Assessing Communication in Organization. JOHN, 19, 12.
Gronroos, C.. (1990). Service Management and Marketing: Managing the Moments of Truth Service Competition. Lexington, MA: Lexington Books.
Hokey Min, Hyesung Min, Kyooyup Chung. (2002). Dynamic Penchmarking of Hotel Service Quality. Journal of Services Marketing, 16(4), 302 – 321.
Kotler, P.. (1997). Marketing Management. Upper Saddle River., NJ: Prentice Hall.
Maslow, Abraham H. (1954). Motivation and Personality. 1stEd. New York: Harper and Row Publisher Inc.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and Reassessment of The SERVQUAL Scale. Journal of Retailing, 67(4), 420-50.
Parasuraman, A. (1998). The Roles of Price, Performance, and Expectations in Determining Satisfaction in Service Exchanges. Journal of Marketing, 62(4), 46-61.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of marketing, 49(Fall), 41-50.
RaykaPresbury, Anneke Fitzgerald และRoss Chapman. (2005). Impediments to Improvements in Service Quality in Luxury Hotels. Journal of Services Marketing, 15(4), 357 – 373.