TOURIST SERVICE QUALITY AT HOTEL IN CHONBURI PROVINCE

Abstract

Tourism is an important business that drives the country's economy. Hoteliers, therefore, strive to create the uniqueness of their accommodation in line with the needs and interests of the traveler. This research aims to (1) study the tourism behavior of tourists, (2) study the quality of tourist service of hotels in Chonburi Province, (3) study the relationship between personal factors of tourists and tourism behavior, and (4) Comparison of tourist service quality of hotels in Chonburi province classified by tourism behavior.

The researcher used questionnaires as a tool to collect data from 385 tourists and hotel stays in Chonburi Province, statistics used in the research were frequency, percentage, mean, standard deviation, c², t-test, and F-test.

The results show that (1) most tourists travel for leisure, have an average travel expense of not more than 2,000 baht per day, themselves are influential travel decision-makers, travel privately, have The duration of each trip is 1-2 days, and learn about travel through the Internet, (2) Hotels in Chonburi province have overall quality of service at a high level, when considering each aspect it was found that the quality of service was at a high level in all aspects as follows: empathy, concreteness, trustworthiness, trustworthiness, and needs response respectively, (3) Gender and age were not related to all aspects of tourism behavior, while occupation was associated with tourism behavior in terms of travel objectives, persons influencing travel decision-making, and tourism characteristics, but had no relationship with tourism behavior. Average daily travel expenditure, length of travel each day, perception channels were not correlated, as well as education level was related to travel behavior in average daily travel expenditure. , duration of travel each day, and awareness channels, but education level was not related to tourism objectives, people who influenced travel decision-making, and travel characteristics, and (4) Tourists with travel objectives, daily travel expenditures, persons influencing travel decision-making, travel characteristics, duration of travel each day, and different perception channels. Their opinions on the quality of service provided by hotels in Chonburi were generally no different.