THE DEVELOPMENT OF TOURISM BUSINESS MODELS FOR ELDERLY FOREIGN TOURISTS TO ENHANCE SERVICE EXCELLENCE IN THAILAND'S TOURISM INDUSTRY

Abstract

This research objective is to, 1) Studying the importance of the development of tourism business models for elderly foreign tourists to enhance service excellence in Thailand's tourism industry, and 2) Examining the differences in the development of tourism business models for elderly foreign tourists to enhance service excellence in Thailand's tourism industry. The population for this research includes hotels, tours, restaurants and other service-related businesses in Thailand. The sample size is 500 samples, using probability sampling with the lottery method. This research is quantitative; the data collection tool utilized is a questionnaire. General data analysis will involve the use of frequency distribution and percentage. Meanwhile, analyzing the importance level will use mean and standard deviation. The difference test classified by business size, will be analyzed using the t-test with a statistical significance level of 0.05. The results of the data analysis for the four components, namely, service quality, health tourism, technology management, and communication, reveal that communication holds the highest level of significance. The comparison results show that when classified by business size, the overall importance level of the components differs, with small and medium businesses giving more importance to the development of tourism business models for elderly foreign tourists to enhance service excellence in Thailand's tourism industry than large businesses. The results of the comparison of differences classified by business size revealed that small and medium businesses prioritized each aspect over large businesses, with statistical significance at the 0.05 level.