A Study of Tourist Service Business Operations Affecting Tourist Satisfaction through Chinese Tourist Service Providers in Chiang Mai Province
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Abstract
The purpose of this research was to study service quality components of travel service providers affecting travel satisfaction of Chinese tourists in Chiang Mai. And to develop a guideline for improving service quality for operating a tourist service business in order to create tourist satisfaction of Chinese tourists in the Chiang Mai area. The population and sample were 400 Chinese tourists who traveled within Chiang Mai during the past month. Tools used in research with a questionnaire tool. Statistics used in the research were distribution, frequency, percentage, mean and standard deviation, testing, research hypothesis. Pearson's correlation coefficient and multiple regression analysis were used. The results showed that most of them were male, aged between 25 – 49 years old, had education below a bachelor’s degree, were self-employed and had an average monthly income of 20,001 – 40,000 baht. The overview of the service quality of travel service providers has a relatively high overall importance. The most important issues are: “Providing service that meets the needs”, followed by “Comprehensive service”, “Creating a good service atmosphere”, “Providing support and solving problems” and “Facilitating service” respectively. Overall, the satisfaction of Chinese tourists in Chiang Mai is quite high. The most satisfactory issues were: "returning again" respectively. Service quality variables On-demand services had the greatest influence on travel satisfaction of Chinese tourists in Chiang Mai in terms of repeat visits and word of mouth.
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