Main Article Content

Pornnapa Thanapotivirat
Wachiravit Homboonyong
Aucharaporn Amornsittinon
Rattanawadee Patcharapuwadol
Nissara Hamloha


The purpose of this study were 1) to study guest satisfaction in hotel service; 2) to study service marketing factors affecting hotel services after easing of covid-19 protocol; 3) to develop quality of service in hotel. Sampling was 400 Thai tourists who travel during the post-COVID-19 within 5 area based which is tourist destination including Chiangmai, Phuket, Krabi, Chonburi and Prachubkirikhan. The data was statistically analyzed using percentage, mean, and standard deviation, the statistical hypothesis testing was t-test, one way analysis of variance and Pearson product moment correlation coefficient.

     The result found that personal factors did not affect service quality after easing of covid-19 protocol. On the other hand, service marketing affected service quality and statistic significant at 0.01

Article Details

How to Cite
Thanapotivirat, P. ., Homboonyong, W. . ., Amornsittinon, A. ., Patcharapuwadol, R. ., & Hamloha, N. . . (2021). SERVICE QUALITY AND MARKETING FACTORS AFFECTING AFTER EASING OF COVID-19 PROTOCOL. Dusit Thani College Journal, 15(2), 68–79. Retrieved from
Research Article


Arida Jinda. (2552). Service marketing factors affecting the satisfaction level of Thai tourists Towards a 4-star hotel in the Pattaya municipality. Independent Study, MBA, Bangkok University.
Bello Yekinni Ojo and Majebi Enesi C. (2018). Lodging Quality Index Approach: Exploring the Relationship Between Service Quality and Customer Satisfaction in Hotel Industry. Journal of Tourism and Heritage Studies, 7(1), 58–78.
Busaba Auaroon. (2020). Expectations of Chinese Tourists on Quality of 3-Star Hotels in Bangkok. Southeast Bangkok Journal, 6(1), 26–36.
Chatuchasorn Kanchanasilanon. (2016). Creating Customer Value and Satisfaction in Hotel Business. Veridian E-Journal, 9(2), 154–168.
Gridchapash Wiwaiwuthphinyo (2019). Tourist Satisfaction for Staying in Accommodations
around The Bangkok Railway Station. Sarasatr Academic Journal, 3, 299–311.
Ministry of Tourism and Spot. (2019). Tourism receipts from international tourist arrivals. Retrieved form
Parasuraman, A., Zeithaml, V.A., & Berry, L. (1988). Communication and control processes in the delivery of service quality. Journal of marketing, 52(2), 35–48.
Phanitsupha Thamamamamamrong (2020). Service marketing. Bangkok: P.A. Living.
Poompat Thongkam and Chawalee Na Thalang (2561) Tourist Behavior and Satisfaction of Using Boutique Hotels Service in Bangkok Metropolitan. Rajapark Journal, 12(26), 146–154.
Prachachat. (2020). TAT accelerates the game! revive the tourism industry after COVID. Retrieved from
Pramet Anumpanee. (2559). Satisfaction of Service Consumers of 5 Star Hotel at Centara Grand and Bangkok Convention Centre at Central World. The Journal of Development Administration Research, 6(1), 50–61.
Siamrat. (2020). Tourism in the second half of 2020. Retrieve from