SERVICE QUALITY IMPROVEMENT FOR SENIOR TOURISTS AT HOTELS AND RESORTS IN THE PERCEPTION OF SERVICE PROVIDERS: NAKHON RATCHASIMA, THAILAND

  • Thanasit Suksutdhi Suan Sunandha Rajabhat University, Bangkok

Abstract

This research aims to investigate the perceptions of service quality improvement among the senior tourists staying in hotels and resorts of the Nakhon Ratchasima province. This qualitative research uses Parasuraman, Zeithaml and Berry’s (1990) service quality model as a theoretical conceptual framework. The in-depth interview method was applied to collect data from five hotel and resort providers in Nakhon Ratchasima province of Thailand. Findings of the content analysis show that hotel and resort managers place great importance on all five dimensions of service quality: 1) Tangible assets, 2) Reliability, 3) Responsiveness, 4) Assurance, and 5) Empathy. Importantly, managers value front-line employees and safety because these are the key factors in attracting senior tourists to hotels and resorts. The findings of this study can be used as guidelines in further improvement of service quality which will benefit the hotel and resort operators as well as government agencies responsible for tourism and hospitality service development.

Author Biography

Thanasit Suksutdhi, Suan Sunandha Rajabhat University, Bangkok

Master of Arts in Cultural Management (International Program), Chulalongkorn University, Bangkok, Thailand.

Bachelor of Arts in Tourism Industry, Nakhon Ratchasima Rajabhat Institute, Thailand.

Lecturer in Hotel Management (Restaurant Business Major), International College, Suan Sunandha Rajabhat University, Thailand.

Research interests: restaurant management, marketing in hospitality and restaurant business.

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Published
2020-11-30
How to Cite
Suksutdhi, T. (2020). SERVICE QUALITY IMPROVEMENT FOR SENIOR TOURISTS AT HOTELS AND RESORTS IN THE PERCEPTION OF SERVICE PROVIDERS: NAKHON RATCHASIMA, THAILAND. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (6(25), 56-61. https://doi.org/10.35678/2539-5645.6(25).2020.56-61