Preview

Mr. Kunit Sawangaromaya

Good Essays
Open Document
Open Document
286 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Mr. Kunit Sawangaromaya
ABSTRACT

Thailand’s hotel industry is key driver for the nation’s economic system. In 2011, Tourism Authority of Thailand (TAT) reported that there are a total of 14.46 million international tourists travelling to Thailand, increased about 4.65% from last year. The assessment of customer satisfaction in the industry is at ultimate importance for the hotel operators as well as for the nation. Yet, there is an inadequacy of research study examined perception of tourists and their satisfaction toward hotel service in Thailand. The current study attempted to fulfill this gap by investigating the perception of tourists and their level of satisfaction on components of SERVQUAL model and marketing mix (7Ps) with regard to Thailand’s hotel industry.

The study used quantitative research method. Questionnaire survey was the tool used to collect primary data from 400 guests of hotels in CBD zone in Bangkok. The study found impressive results for the Thai hotel sector. Overall, international tourists are satisfied with all components of SERVQUAL and 7Ps. They are satisfied with price of services, hotel’sproduct (reputation and facilities), place/area of hotel (convenience of transportation) and process of hotel operation. Tourists also agreed that hotel staff provides services with care and smile as well as give accurate information. Hotel staff also has required skills to perform five-star services. The results of the study then implied a very good sign for the growth of Thailand’s hotel industry, making the industry valued for further investment.

However, there are other factors (beyond marketing factors) that future research should be considered in order to enhance credibility of the result. Also, future research may conduct the same study in other areas in order to understand broader view associated with tourist

You May Also Find These Documents Helpful

  • Best Essays

    Proposal

    • 3044 Words
    • 13 Pages

    Pizam, A. and Ellis, T. 1999, “Customer Satisfaction and Its Measurement in Hospitality Enterprises” International Journal of Contemporary Hospitality Management, no. 11/7, pp. 326-339…

    • 3044 Words
    • 13 Pages
    Best Essays
  • Good Essays

    Greek Goddess Athena

    • 444 Words
    • 2 Pages

    The Greek virgin goddess Athena, later called Minerva by the Romans, was the goddess of wisdom, war, strategy, crafts, and cities. Athena was an important member of the Olympic Pantheon. She was born fully armed from the forehead of Zeus, the chief god. Athena was Zeus's favorite child. He entrusted her with the Aegis, his breastplate, and with his thunderbolt. Athena's role as a goddess varied. She was a major warrior and took on many fierce battles. She was noted for her wisdom, which explained her close association with the owl, an ancient symbol of wisdom and reason. Athena longed for peace and wisdom rather than war.…

    • 444 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Room Division

    • 3323 Words
    • 14 Pages

    Although the tourist and commercial hotels are leading to be a booming industry, it is not easy to maintain the occupancy rate and service standard due to the significant competition from other hotels and the high mobility rate. This report is made for follow main purposes:…

    • 3323 Words
    • 14 Pages
    Powerful Essays
  • Better Essays

    Kandampully J. 1989. Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management 12 (6): 346 – 351.…

    • 8251 Words
    • 34 Pages
    Better Essays
  • Powerful Essays

    Communication problems often become apparent due to their consequences. If a department suffers from high staff turnover, this often can be a sign of poor communication between and supervisor and the team. If the team doesn’t understand what is expected from them, received unclear instructions or is not sure about the overall strategy and why they are asked to do what they do – all issues down to poor communication – they often feel dissatisfied and this can result in employees leaving the business after a relatively short period of time.…

    • 4385 Words
    • 18 Pages
    Powerful Essays
  • Powerful Essays

    7 David S

    • 3221 Words
    • 11 Pages

    This article is going to discuss the strengths and weaknesses of the Hotel Industry on a global basis…

    • 3221 Words
    • 11 Pages
    Powerful Essays
  • Good Essays

    Modern hotels provide refined services to their guests. The customers or guests are always right. This principle necessitated application of management principles in the hotel industry and the hotel professionals realized theinstrumentality of marketing principles in managing the hotel industry.The concept of total quality management is found getting an important place in the marketing management of hotels. The emerging positive trend in thetourism industry indicates that hotel industry is like a reservoir from where theforeign exchange flows. This naturally draws our attention on HOTELMANAGEMENT. Like other industries, the hotel industry also needs to exploreavenues for innovation, so that a fair blending of core and peripheral services ismade possible. It is not to be forgotten that the leading hotel companies of theworld have been intensifying research to enrich their peripheral services with themotto of adding additional attractions to their service mix. It is against this background that we find the service mix more flexible in nature.…

    • 1417 Words
    • 6 Pages
    Good Essays
  • Good Essays

    Hospitality industry is growing at its highest speed and is becoming more and more competitive. As it is becoming more spirited, various problems are emerging as well. Serena Hotel is a famous hoteling Chain, having 36 luxury resorts, lodges and hotels, operating in Asian & African countries.Recently it has been noted that there is a plunge in the level of customer satisfaction at the Quetta Serena Hotel. The aim of this research is to evaluate if the Quetta Serena hotel is aware of the importance of its front line employees in service delivery and what is being done to resolve the existing issue. It will also figure out the various factors that can affect a hotel performance. The researcher also investigates if service delivery…

    • 886 Words
    • 4 Pages
    Good Essays
  • Good Essays

    An Overview b) The Location of the Project 2- Objectives of the Project 3- SWOT Analysis 4- The International Operator Section Two: Market & Marketing Study 1- Overview of the Hospitality Market in Makkah a) Categories and Distribution of Hotels b) Monthly Tourism Activity C) Tourism According to Geographical Area 2- Five-Star Hotels in the Kingdom a) Distribution of the Five-stars hotels in the Kingdom b) Average price of accommodation in five-star hotels c) Five-Star Hotels Occupancy Rate d) Hospitality Services at Five-Star Hotels 3- An Overview of Hospitality Market in Eastern Province a)…

    • 9653 Words
    • 39 Pages
    Good Essays
  • Satisfactory Essays

    The importance of this study is to gain knowledge on customer satisfaction and the problems resulting in lack of customer satisfaction in the hotel industry. According to Alex Hisaka (2011), the importance of customer satisfaction can have an impact on your business and if you don’t start paying attention you’ll lose an opportunity to make a customer happy. Customer satisfaction with hotel properties has been identified as one of the factors leading to the success of a tourist destination (Shih, 1986; Yau and Chan, 1990; Stevens, 1992; Mok et al., 1995). Research into customer satisfaction in the service industry has increased dramatically in recent years (Peterson and Wilson, 1992). Customer satisfaction has long been an area of interest in academic research. Hunt (1975) considers satisfaction an evaluation on which the customer have experienced with the services is at least as…

    • 890 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Taj Hotel and Resorts

    • 1502 Words
    • 6 Pages

    The project is based upon analyzing modes of entry for a leading hotel service provider The Indian Hotels Company Limited into developed nation i.e. Singapore and an developing nation i.e. Indonesia. The city chosen inside Thailand is Bali. Every hotel has to consider the type of clientele it will be serving to, in this project we have chosen leisure clientele for city of Bali and leisure as well as business clientele for city of London.…

    • 1502 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Hotel Industry in Malaysia

    • 1646 Words
    • 7 Pages

    Demand for hotels and resorts in Malaysia are basicly from tourists including domestic and international. Tourism industry play a key role in the pace of hotel development in Malaysia. Malaysia's hotel market maintained a reasonable performance with steady improvements in the tourism industry. Tourism industry in Malaysia continued to perform well on the back of an increasing number of promotional activities and Malaysia’s growing reputation as a dynamic and competitive shopping hub and host for global sporting events (such as Le Tour de Langkawi, F1 Grand Prix, PGA and LPGA Tours, ATP World Tour, EPL pre-season tours) and business/conference events. Malaysia will remain well positioned to retain its ranking among the global top 10 tourist arrivals and top 15 tourist receipts.…

    • 1646 Words
    • 7 Pages
    Powerful Essays
  • Satisfactory Essays

    Hotel industry in Malaysia has contributed tremendously to the development in the Malaysia tourism industry. As a result of the continuing tourism development, the hotel industry in Malaysia is also continuingly developed to cater for more foreign…

    • 371 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Hospitality Industry relates many sources with customer interactions and relationships. In the oligopoly market, numerous businesses have had entered, failed and exit the competition. In this assignment, literature regarding customer service in hospitality will be reviewed to analyze the relationship with customers. Further, it describes how customer perceptions play a great impact on businesses, which then lead to customer satisfaction and to certain extent, customer loyalty. Moreover, we shall review the relationship between product quality and service performance as tools to build customer relationships.…

    • 388 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    thesis

    • 13778 Words
    • 56 Pages

    Wang Yonggui, et al. “An integrated framework for customer value and customerrelationship-management performance: a customer-based perspective from…

    • 13778 Words
    • 56 Pages
    Powerful Essays