The Successful in Business Operation for Rajabhat in Rattanakosin Group Hotel Mode
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Abstract
This mixed-method research aimed to: 1) study the levels and develop a model of influencing factors affecting the success of operation of the hotel businesses in the Rajabhat group in the Rattanakosin area; and 2) develop a guideline leading to the success of operation of these hotel businesses. Quantitative data were collected via the use of a rating-scale questionnaire with 420 hotel guests. The data were then analyzed with descriptive statistics and a structural equation model. As for the qualitative data, they were collected with 15 hotel executives. The data were analyzed with content analysis. The research findings showed that: 1) service potential, impression building, appropriateness of a place, service process, room price, identity, and success of the hotel businesses were all rated at a high level; 2) a structural equation model of influencing factors affecting the success of operation of the hotel businesses in the Rajabhat group in the Rattanakosin area conformed to the empirical data (c2= 272.38 df= 164 p-value = .000 , c2 / df = 1.66, RMSEA = .040, RMR = .036, SRMR = .042, CFI = .99, GFI = .94, AGFI = .92, CN = 317.36). Specifically, it was found that factors affecting the success consisted of service potential, impression building, appropriateness of a place, service process, room price, and identity. All of these factors together could predict the success by 68 percent; 3) the guideline for the success of the operation of these hotel businesses was that the hotel operation should follow the SRH Model which was developed by the researcher. This model emphasizes internal potentials of the hotel, guests’ feeling, and outstanding identity of the hotel.
Article Details
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
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