Guidelines to Increase Accommodation Service Capacity for Tourism of Nakhonratchasima Province แนวทางการเพิ่มศักยภาพการบริการด้านที่พักเพื่อการท่องเที่ยวของจังหวัดนครราชสีมา
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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.
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