The international guests’ satisfaction about Service Quality of Guesthouse in Sukhothai

Yıl 2018, Cilt: 4 Sayı: 2, 57 - 69, 01.07.2018

Phisunt Tinakhat Varintorn Viriyachaikul Yukiko Vorasingha

https://doi.org/10.24288/jttr.412342

Cited By: 2

Öz

The purpose of this study is to study
international the guests’ satisfaction about service quality of guesthouses in
Sukhothai. The researcher used quantitative method for this study with sample
size 400 people. A quantitative methodology used questionnaires with
international guests who staying in the guesthouse in Sukhothai. The data was
analyzed as descriptive statistic to mean,
frequency, percentage and standard deviations. The questionnaires were
distributed by purposive and convenience sampling techniques and only 388
questionnaires were usable for this study. The questionnaire is divided into 3
parts: 1) respondent’s demographic information 2) tourist’s behavior
information 3) SERVQUAL dimensions.  The
respondent’s demographic information and tourist’s behavior information are
analyzed by using descriptive statistic finding frequency and percentage.
SERVQUAL dimensions are analyzed by the mean and standard deviation (S.D.)

 

The result indicated that the service
quality of guesthouse in Sukhothai is keeping on the tangibles (x̄=
3.92) includes employees are well dressed and appear neat, physical
environment of the guesthouse is clean and the quality of guesthouse equipment
at most, followed by assurance, responsiveness, reliability and empathy. This
study will help to develop the service management of guesthouse to be higher
quality. 

Anahtar Kelimeler

Service Quality, Guesthouse, Satisfaction

Kaynakça

• Allard, C. R., & Van Riel, J. J. S. (2004). Online Travel Service Quality: the Role of Pre-Transaction Services. Total Quality Management & Business Excellence, 15(5), 475-493.Al Muala, A. M. (2011). Antecedents of Actual Visit Behavior amongst International Tourists in Jordan: Structural Equation Modeling (SEM) Approach. American Academic & Scholarly Research Journal, 1(1), 35-42.Amonhaemanon, D., & Amornhaymanon, L. Mainland Chinese Tourist Behavior and Motivations: Evidence from Two Destinations in Southern Thailand. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785-804. Bansal, H., & Eiselt, H. (2004). Exploratory research of tourist motivations and planning. Tourism Management, 25(3), 387-396. Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: interrelationship. Tourism Management, 22(6), 607-617.Blešić, I., Čerović, S., & Dragićević, V. (2011). Improving the service quality as a socially responsible activity of hotel companies. Amfiteatru Economic, 13(29), 273-286. Boone, L.E., and Kurtz, D.L., (1998), Contemporary marketing wired, Dryden Press. Castro, C. B., Armario, E. M., & Ruiz, D. M. (2007). The influence of market heterogeneity on the relationship between a destination’s image and tourists’ future behaviour. Tourism Management, 28, 175-187. Chen, C. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Policy and Practice, 42(4), 709-717. Clemes, M. D., Gan, C., & Ren, M. (2010). Synthesizing the effects of service quality, value, and customer satisfaction on behavioral intentions in the motel industry: An empirical analysis. Journal of Hospitality & Tourism Research, 1096348010382239. Coan, T., Fadeyev, V., Maravin, Y., Narsky, I., Stroynowski, R., Ye, J., . . . Boulahouache, C. (2000). Study of exclusive radiative B meson decays. Physical Review Letters, 84(23), 5283. Cohen, E. (1979). Rethinking the sociology of tourism. Annals of tourism research, 6(1), 18- 35. Cook, R.A., Yale, L.J., and Marqua, J.J., (1999), Tourism-The Business of Travel, 3rd edition, Upper Saddle River, New Jersey: Prentice-Hall Inc. Duffy, L. N. (2009). The University of North Carolina at Greensboro Study Abroad Students' Preparation for and Participation in Sustainable Tourism Practices Unpublished Master Thesis, The University of North Carolina at Greensboro.Fornell, Claes. 1992. "A National Customer Satisfaction Barometer: The Swedish Experience." Journal of Marketing 56 (January): 6-21. Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of marketing science review, 2000, 1. Grapentine, L., Anderson, J., Boyd, D., Burton, G. A., DeBarros, C., Johnson, G., . . . Pascoe, T. (2002). A decision making framework for sediment assessment developed for the Great Lakes. Human and Ecological Risk Assessment, 8(7), 1641-1655. Halstead Diane, David Hartman, and Sandra L. Schmidt. 1994. "Multisource Effects on the Satisfaction Formation Process." Journal of the Academy of Marketing Science 22 (Spring): 114-129. Han, H., & Back, K.-J. (2008). Relationships among image congruence, consumption emotions, and customer loyalty in the lodging industry. Journal of Hospitality & Tourism Research, 32(4), 467-490. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customers repurchase intention: a general structural equation model. European Journal of Marketing, 37, 1762-1800.Hong, S., Lee, S. W., Lee, S., & Jang, H. (2009). SELECTING REVISITED DESTINATIONS. Annals of Tourism Research, 36(2), 268-294.Howard, John A. and J.N. Sheth. 1969. The Theory of Buyer Behavior. New York: John Wiley and Sons. Hunt, H. Keith. (1977). "CS/D--Overview and Future Research Direction." in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction. H. Keith Hunt, ed. Cambridge, MA: Marketing Science Institute. Jago, L. K. (1997). Special events and tourism behaviour: a conceptualisation and an empirical analysis from a values perspective (Doctoral dissertation, Victoria University). Kararach, G., & Otieno, R. O. (2016). Economic Management in a Hyperinflationary Environment: The Political Economy of Zimbabwe, 1980-2008: Oxford University Press. Lashley, C., & Burgess, C. (2007). Do hotel managers have sufficient financial skills to help them manage their areas? International Journal of Contemporary Hospitality Management, 19(3), 188-200. Lin, W. B. (2008). Construction of on-line consumer behavior models: a comparative study of industries in Taiwan. International Journal of Commerce and Management, 18(2), 123-149.Mattila, A. S., & O'Neill, J. W. (2003). Relationships between hotel room pricing, occupancy, and guest satisfaction: A longitudinal case of a midscale hotel in the United States. Journal of Hospitality & Tourism Research, 27(3), 328-341. McKernan, K. J., Peckham, H. E., Costa, G. L., McLaughlin, S. F., Fu, Y., Tsung, E. F., . . . Lee, C. C. (2009). Sequence and structural variation in a human genome uncovered by short-read, massively parallel ligation sequencing using two-base encoding. Genome research, 19(9), 1527-1541. Mitchell, R., Hall, C. M., & Hall, C. (2003). Consuming tourists: food tourism consumer behaviour. Food tourism around the world: Development, management and markets, 60-80. Muresan, I. C., Arion, F. H., & Harun, R. (2013). Study regarding rural guesthouse and tourists’ satisfaction. Bulletin of University of Agricultural Sciences and Veterinary Medicine Cluj-Napoca. Horticulture, 70(2), 362-367. Oliver, Richard L. 1981. "Measurement and Evaluation of Satisfaction Process in Retail Setting." Journal of Retailing 57 (Fall): 25- 48. Oliver, Richard L. 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York: The McGraw-Hill Companies, Inc. O’Neill, J. W. (2003). Anna S. Mattila John W. O’Neill. Journal of Hospitality & Tourism Research, 27(3), 328-341. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual. Journal of retailing, 64(1), 12-40. Peleggi, M. (1996). National heritage and global tourism in Thailand. Annals of tourism research, 23(2), 432-448. Phirasant, J., Sirasoonthorn, P., Viriya, D., Chanthawarang, W., & Sattha, N. (2014). The development of cultural tourism in the communities around Sukhothai Historical Park, Sukhothai province. International Journal of Humanities and Social Science, 4(10 (1)), 245-250.Popichit, N., Anuwichanont, J., & Chuanchom, J. (2013). A Survey of Destination Potential, Tourism Activities and Future Travelling Intention towards Tourism along the Rivers in Phra Nakhon Si Ayutthaya Province. International Journal of Business and Social Science, 4(7). Popova, M. (2008). Factors that contribute to customer satisfaction in guesthouses in Gauteng Province. Qwaider, W. Q. M. (2005). Develop a marketing strategy to promote domestic tourism in Jordan. Unpublished PHD Dissertation, Amman Arab University for Graduate Studies.Radder, L., & Wang, Y. (2006). Dimensions of guest house service: Managers' perceptions and business travellers' expectations. International Journal of Contemporary Hospitality Management, 18(7), 554-562. Rao, P. S., & Sahu, P. C. (2013). Impact of service quality on customer satisfaction in hotel industry. IOSR Journal of Humanities and Social Science, 18(5), 39-44. Reimer, A. & Kuehn, R. 2005. The impact of servicescape on quality perception. European Journal of Marketing, 39 (7/8): 785-808.Ryu, K., Hanb, H., & .T.H., K. (2007). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.Sánchez, R. M. V., Maldonado, E. R., Velázquez, J. G., & Santiago, A. A. M. (2015). Permanency of the Tourism MSME's in Puerto Rico: A Balance between Traditional and Modern Elements. Journal of Management and Sustainability, 5(3), 40. Schmidt, R.A. & Sapsford, R. 1995. Issues of gender and service scape: Marketing UK public houses to women. International Journal of Retail & Distribution Management, 23(3): 34-40Schneider, B. & White, S.S. 2004. Service quality: Research perspectives. London: Sage.Shahin, A. (2006). SERVQUAL and model of service quality gaps: A framework for determining and prioritizing critical factors in delivering quality services (pp. 117- 131): Andhra Pradesh: ICFAI University Press. Sharpley, R., & Telfer, D. J. (2014). Tourism and development: concepts and issues (Vol. 63): Channel View Publications.Steinbauer, A., & Werthner, H. (2005). Consumer Behaviour in e-Tourism. Information and Communication Technologies in Tourism, 66-75.Swarbrooke, J. (1999). Sustainable tourism management: Cabi.Tarí, J. J., Claver-Cortés, E., Pereira-Moliner, J., & Molina-Azorín, J. F. (2010). Levels of quality and environmental management in the hotel industry: Their joint influence on firm performance. International Journal of Hospitality Management, 29(3), 500-510.Tsang, N. & Qu, H. 2000. Service quality in China’s hotel industry: A perspective from tourists and hotel managers. International Journal of Contemporary Hospitality Management,1Tse, David K. and Peter C. Wilton. 1988. "Models of Consumer Satisfaction: An Extension," Journal of Marketing Research, 25 (May): 204-212. Um, S., Chon, K., & Ro, Y. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4), 1141–1158.Valle, P., Silva, J. A., Mendes, J., & Guerreiro, M. (2006). Tourist Satisfaction and Destination Loyalty intention: A Structural and Categorical Analysis. Int. Journal of Business Science and Applied Managementt, 1(1), 223-237. Wakefield, K.L. & Blodgett, J.G. 1996. The effect of the servicescape on customers’ behavioral intentions in leisure service settings. Journal of Services Marketing, 10 (6): 45-61.Westbrook, Robert A. and Michael D. Reilly. 1983. "Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction." Advances in Consumer Research 10. Eds. Richard P. Bagozzi and Alice M. Tybout. Ann Arbor, MI: Association for Consumer Research, 256-261. Wilkins, H., Merrilees, B., & Herington, C. (2007). Towards an understanding of total service quality in hotels. International Journal of Hospitality Management, 26(4), 840-853. Williams, A. M., & Hall, C. M. (2002). Tourism, migration, circulation and mobility Tourism and migration (pp. 1-52): Springer.Yamane, T. (1967). Elementary sampling theory.Yi, Youjae. 1990. "A Critical Review of Consumer Satisfaction." in Review of Marketing. Ed. Valarie A. Zeithaml. Chicago: American Marketing Association, 68-123. Zhang, J. (2008). Understanding Host Community Attitudes towards Tourism and Resident- Tourist Interaction: A Socio-Behavioural Study of Melbourne’s Urban-Rural Fringe. Unpublished PhD. Thesis, School of Management Business Portfolio RMIT University Melbourne, Victoria, Australia