Homestay Service Development Guidelines to accommodate tourists for Phra Nakhon Si Ayutthaya Province

Abstract

The study of Homestay service Development Guidelines to accommodate tourists for Phra Nakhon Si Ayutthaya Province aims to study a service model service mode evaluate the service and propose guidelines for developing the homestay service to accommodate tourists visiting Phra Nakhon Si Ayutthaya Province. For quantitative study, this research applies purposive sampling to derive a sample group of 400 tourists who access homestays in Phra Nakhon Si Ayutthaya Province, and uses a service assessment form as a research instrument. For qualitative study, an in-depth interview with entrepreneurs and those involved with homestay is applied by using a semi-structure interview form.

Regarding to assessment after lodging at a homestay, most of the respondents are female (73.25 percent), age between 25-34 years old (49.75 percent), are single (50.00 percent), hold a bachelor’s degree (65.75 percent), are a company employee (71.50 percent) and have an income between 20,001-25,000 Baht (57.50 percent). In terms of dimensions of service quality tangibility is rated at a high level (=3.80), reliability is rated at a high level (=3.69), responsiveness is rated at a high level (=3.58), assurance is rated at a high level (=3.71), and empathy is rated at a high level (=3.54). Homestay development guidelines should focus on foreign language skill improvement, readiness to welcome tourists, planning for year-round activities, service knowledge, making tourists understand community tourism, and service development in regard to management and administration, accommodation, food, safety, friendliness, tour, nature and environment, cultures, products, public relations, etc.