Elements of Special Empathy for Service Staff in Thailand Boutique Hotels
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Published:
Jun 7, 2018
Keywords:
Special Empathy Thailand Boutique Hotel
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Abstract
This research aims to the elements of special empathy in boutique hotel staffs. The study is a qualitative research which is multi-phase by using grounded theory in order to create theory summary from documentary research and in-depth interview. The sample of the study was from 14 Thai boutique hotel supervisors and 3 participants who concerned with the best Thai boutique hotel contest project with non-participant observation in each establishment. The result of the study found that the empathy of service staffs consists of First, cognitive skill which all service staffs need to learn customer behavior for analyzing their needs correctly. Second, affective skill, service staffs have to adjust their mood or feeling as same as condition with customers and choose correctly communicative approaches. The elements of special empathy in service staffs consist of 9 elements; 1) need Knowledge that is about the duty of themselves in their departments and knowledge related with hotel. 2) decision making, this is from using experience to perform their own duties considering with the number of customer in each group. 3) memory, this relate with customer information from any sources in hotels. 4) attitude which is positive thinking about organization, friends, colleague, as well as clients. 5) recognition, this means recognition the opinion from conversation between clients and opinion enquiry with service.
6) interaction, this is done by communicating in giving service or giving information instead.
7) equality, it is about how to allocate the facilities for clients equally. 8) commendation, do not touch the body and belongings of the clients before permission. 9) happiness, this is done by using resources inside and outside the hotel for making activities form.
Article Details
How to Cite
Rachanon Taweephol ร. ท., Thirawat Chantuk ธ. จ., & ศิริวงศ์ พ. (2018). Elements of Special Empathy for Service Staff in Thailand Boutique Hotels. Dusit Thani College Journal, 12(Special), 1–18. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/129063
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Academic Article
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References
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Chaiphuthanan, P. & Esichaikul, R. (2011) Key success factors for small boutique hotels in Bangkok. Modern Management Journal. 9(2): 78 - 89.
Davis, M, H,. (1983). The effects of dispositional empathy on emotional reactions and hrlping: A multidimensional approach. Journal of personality. 51: 167-184.
Dennett, D. (1987). The intentional stance. Cambridge. MA: MTT Press.
Devi, D. & Herry, H. (2014). Valuating consumer’s perceived value of urban boutique hotel uniqueness towards willingness to purchase intention case study: Artotel Jakarta. Journal of Business and Management. 3(4): 447 - 455.
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Emal, K, Y. (2014). A Review on Dimensions of Service Quality Models. Journal of Marketing Management. 2(2): 79 - 93.
Gnoth, J., & Wang, N., (2015). Authentic knowledge and empathy in tourism. Annals of Tourism Research. 50: 159 - 172.
Goleman, D. (2007). Emotional intelligence: Why it can matter more than IQ. New York, NY: Random House.
Hailin, Q., Lisa, H., Holly, H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management. 32(2011): 465 - 476.
Hazel, T. (2016). Empathy and tourism: Limits and possibilities. Annals of tourism research. 57(C): 31 - 43.
Helena, N,R. (2014). Affective Tourism Destination Image: The Case Study of Portoroz. Tourism and Hospitality Industry 2014, CONGRESS PROCEEDINGS Trends in Tourism and Hospitality Industry on 8th -9th May 2014.
Hoffman, M.L. (1984). Interaction of affect and cognition in empathy IN C.E. Izard, J. Kagan & R.B. Zojonc (Eds.), Emotions, Cognitions and behavior. Cambridge: Cambridge University Press.
Hyounae M, Yumi L, and Vincent P. (2014). Factors Affecting Customer Satisfaction in Responses to Negative Online Hotel Reviews: The Impact of Empathy, Paraphrasing and Speed. Cornell Hospitality Quarterly. 56(2): 223 - 231.
Ioannidou, F., Konstantikaki, V., (2008). Empathy and emotional intelligence: what is it really about?. International Journal of Caring Sciences.1(3):118 - 123.
Ivana, B., Andjelija I., Uglješa S., Igor S., & Milan B., (2011). Research of Expected and Perceived Service Quality in Hotel Management. Journal of Tourism. 11(2011): 5 - 13.
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Lara, O. (2014). Branding Boutique Hotels, Management and employee perspective.
Thesis submitted, Kent State University College and Graduate School of Education.
Leslie, A. M. (1987). Pretense and representation: The origins of “theory of mind”. Psychological Review. 94: 412 - 426.
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Patricia, B., Stephan L., Emilie P., Maryse G., Cecile M., Emilie G,. and Celeste C. (2015). Relationship between empathy and well being among emergency nurse. Journal of Emergency Nurse. 41(4): 323 - 238.
Pinkoon, D. (2014). Creative Marketing. Bangkok: Raster Book.
Podhisita, C. (2013). The Art and Science of qualitative research 6th edition. Bangkok:
Amarin Printing Company.
Rogers., CR. (1951). Client-Centered Therapy. Its Current Practice, Implications and Theory. Mifflin, Hiughtion: MI.
Simon, B., Sally, W. (2004). The Empathy Quotient: An Investigation of Adults, with Asperger Syndrome or High Functioning Autism, and Normal Sex Differences. Journal of Autism and Development Disorders. 34(2): 163-175.
Sharareh, K., Anahita, M., & Erdogan, E., (2014). Why Tourists are Attracted to Boutique Hotels: Case of Penang Island, Malaysia. Journal of Hospitality & Tourism: 12(1): 26-41.
Stotland, E. (1969). The psychology of hope. San Francisco: CA: Jossey-Bass.
Stotland, E., Sherman, S. E., & Shaver, K. G. (1971). Empathy and birth order: Some experimental explorations. Oxford, England: U. Nebraska Press.
Taweephol, R. (2015). The Effects of Stress and Stress Management Methods of Employees of Operational Level at The St. Regis Bangkok Hotel. SSRU Journal of Management Science. Vol.2 Iss.1: 30-42.
Taweephol, R. & Chantuk, T. (2017). Target Marketing Strategy of Accommodation Business Group in Thailand Boutique Hotel Awards. ASEAN 50 Plus: Uniqueness in Diversity on 18th August 2017, at Thai Airways Int'l PCL.
TAT Intelligence Center. (2016). Travel Compass Issues: January - June 2016. Bangkok:
TAT Intelligence Center
Tao, W. (2013). A case study of customer motivation in boutique hotels in Xiamen, China using push-pull theory. Master of Sciences. Hospitality Management. Iowa State University.
Thanusing, C. and Madhyamapurush, W. (2012). Trend for Boutique Hotel Management:
A Case Study of the Hotel Rarinjinda Wellness Spa Resort, Chiang Mai Province. According to reports, Phayao Research Conferences No. 1 research (Sustainable Tourism Group). 12th -13th January 2012: University of Phayao.
Thomas T. Macmillan. (1971). The Delphi Technique. Paper Presented at annual meetings of the California junior colleges Associations Committee on Research and Development. Monterey: California.
Wellman, H. (1990). Children’s theories of mind. Bradford: MIT Press.
Wheeler, D.F. (2006). Understanding the Value of Boutique Hotel. Unpublished Master’s thesis, University of Colorado at Boulder, CO.
Xavier, F., Lluis G., & Steve, J., (2016). A social Cognitive Theory of sustainability empathy. Annals of Tourist Research. 58 (2016): 65-80.
Aydin, K., Barhar, C., & Alper, B., (2013). The analysis of the relationship of among perceived electronic service quality and total satisfaction in banking sector. International of human sciences. 10(2): 304 - 325.
Baron,C.S. (1995). Mindblindess: An essay on autism and theory of mind. Boston: MIT Press.
Batson, C. D., & Shaw, L. L. (1991). Evidence for altruism: Toward a pluralism of prosocial motives. Psychological Inquiry. 2, 107 - 122.
Buaraphan, K. (2011). The qualitative researches are not difficult 2nd edition. Nakhonpathom: Institute for Innovative Learning, Mahidol University.
Chaiphuthanan, P. & Esichaikul, R. (2011) Key success factors for small boutique hotels in Bangkok. Modern Management Journal. 9(2): 78 - 89.
Davis, M, H,. (1983). The effects of dispositional empathy on emotional reactions and hrlping: A multidimensional approach. Journal of personality. 51: 167-184.
Dennett, D. (1987). The intentional stance. Cambridge. MA: MTT Press.
Devi, D. & Herry, H. (2014). Valuating consumer’s perceived value of urban boutique hotel uniqueness towards willingness to purchase intention case study: Artotel Jakarta. Journal of Business and Management. 3(4): 447 - 455.
Eisenberg, N., & Strayer, j., (1987). Critical issues in the study of empathy. In Empathy and its development. Cambridge: Cambridge University Press.
Emal, K, Y. (2014). A Review on Dimensions of Service Quality Models. Journal of Marketing Management. 2(2): 79 - 93.
Gnoth, J., & Wang, N., (2015). Authentic knowledge and empathy in tourism. Annals of Tourism Research. 50: 159 - 172.
Goleman, D. (2007). Emotional intelligence: Why it can matter more than IQ. New York, NY: Random House.
Hailin, Q., Lisa, H., Holly, H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management. 32(2011): 465 - 476.
Hazel, T. (2016). Empathy and tourism: Limits and possibilities. Annals of tourism research. 57(C): 31 - 43.
Helena, N,R. (2014). Affective Tourism Destination Image: The Case Study of Portoroz. Tourism and Hospitality Industry 2014, CONGRESS PROCEEDINGS Trends in Tourism and Hospitality Industry on 8th -9th May 2014.
Hoffman, M.L. (1984). Interaction of affect and cognition in empathy IN C.E. Izard, J. Kagan & R.B. Zojonc (Eds.), Emotions, Cognitions and behavior. Cambridge: Cambridge University Press.
Hyounae M, Yumi L, and Vincent P. (2014). Factors Affecting Customer Satisfaction in Responses to Negative Online Hotel Reviews: The Impact of Empathy, Paraphrasing and Speed. Cornell Hospitality Quarterly. 56(2): 223 - 231.
Ioannidou, F., Konstantikaki, V., (2008). Empathy and emotional intelligence: what is it really about?. International Journal of Caring Sciences.1(3):118 - 123.
Ivana, B., Andjelija I., Uglješa S., Igor S., & Milan B., (2011). Research of Expected and Perceived Service Quality in Hotel Management. Journal of Tourism. 11(2011): 5 - 13.
Kristina, P. (2015). Behind the walls of the Boutique Hotel Concept in Spain. Tourism study program. Aalborg University.
Lara, O. (2014). Branding Boutique Hotels, Management and employee perspective.
Thesis submitted, Kent State University College and Graduate School of Education.
Leslie, A. M. (1987). Pretense and representation: The origins of “theory of mind”. Psychological Review. 94: 412 - 426.
Marketer. (2017). The 8 Trends for drive to Tourism Business. (Online). Available: https://marketeer.co.th/archives/133305. Retrieved: 28th October 2017.
Mohamad, H. & Abdul, R. (2011). The Effect of Psychological Contract and Affective Commitment on Turnover Intentions of Hotel Managers. International Journal of Business and Social Science. 2(23): 76 - 88.
National Statistical Office & Tourism Authority of Thailand. The Survey of Thai’s Behaviors in 2017 (Cycle 2016). Bangkok: Text and Generations Publishing
Patricia, B., Stephan L., Emilie P., Maryse G., Cecile M., Emilie G,. and Celeste C. (2015). Relationship between empathy and well being among emergency nurse. Journal of Emergency Nurse. 41(4): 323 - 238.
Pinkoon, D. (2014). Creative Marketing. Bangkok: Raster Book.
Podhisita, C. (2013). The Art and Science of qualitative research 6th edition. Bangkok:
Amarin Printing Company.
Rogers., CR. (1951). Client-Centered Therapy. Its Current Practice, Implications and Theory. Mifflin, Hiughtion: MI.
Simon, B., Sally, W. (2004). The Empathy Quotient: An Investigation of Adults, with Asperger Syndrome or High Functioning Autism, and Normal Sex Differences. Journal of Autism and Development Disorders. 34(2): 163-175.
Sharareh, K., Anahita, M., & Erdogan, E., (2014). Why Tourists are Attracted to Boutique Hotels: Case of Penang Island, Malaysia. Journal of Hospitality & Tourism: 12(1): 26-41.
Stotland, E. (1969). The psychology of hope. San Francisco: CA: Jossey-Bass.
Stotland, E., Sherman, S. E., & Shaver, K. G. (1971). Empathy and birth order: Some experimental explorations. Oxford, England: U. Nebraska Press.
Taweephol, R. (2015). The Effects of Stress and Stress Management Methods of Employees of Operational Level at The St. Regis Bangkok Hotel. SSRU Journal of Management Science. Vol.2 Iss.1: 30-42.
Taweephol, R. & Chantuk, T. (2017). Target Marketing Strategy of Accommodation Business Group in Thailand Boutique Hotel Awards. ASEAN 50 Plus: Uniqueness in Diversity on 18th August 2017, at Thai Airways Int'l PCL.
TAT Intelligence Center. (2016). Travel Compass Issues: January - June 2016. Bangkok:
TAT Intelligence Center
Tao, W. (2013). A case study of customer motivation in boutique hotels in Xiamen, China using push-pull theory. Master of Sciences. Hospitality Management. Iowa State University.
Thanusing, C. and Madhyamapurush, W. (2012). Trend for Boutique Hotel Management:
A Case Study of the Hotel Rarinjinda Wellness Spa Resort, Chiang Mai Province. According to reports, Phayao Research Conferences No. 1 research (Sustainable Tourism Group). 12th -13th January 2012: University of Phayao.
Thomas T. Macmillan. (1971). The Delphi Technique. Paper Presented at annual meetings of the California junior colleges Associations Committee on Research and Development. Monterey: California.
Wellman, H. (1990). Children’s theories of mind. Bradford: MIT Press.
Wheeler, D.F. (2006). Understanding the Value of Boutique Hotel. Unpublished Master’s thesis, University of Colorado at Boulder, CO.
Xavier, F., Lluis G., & Steve, J., (2016). A social Cognitive Theory of sustainability empathy. Annals of Tourist Research. 58 (2016): 65-80.