The Successful in Business Operation for Rajabhat in Rattanakosin Group Hotel Mode

Main Article Content

Tawatchai Suphuan
Thanasuwit Thahiranrak
Bundit Pungnirund

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

Section
Research Articles

References

Abdul, R & Nor, H..(2018). Malasian Accommodation Provider’ Understanding of
Halal Hospitality. A thesis submitted in partial fulfillment of the requirements
for the Degree of Doctoral of Philosophy in Marketing in the University of Canterbury.

Abu, K. M. H., Ahmad, R., & Zainol, N. A. (2017). Differences in hotel attributes:
Islamic hotel and Sharia compliant hotel in Malaysia. Journal of Global
Business and Social Entrepreneurship (GBSE). 1(2): 157-169.

Allen, L. (2017). Hotels finally acknowledge Airbnb threat. Commercial News.
Retrieved February 24, 2016, from : https://www.realcommercial.com

Assaf, A. G., Josiassen, A., Cvelbar, L. K., & Woo, L. (2015). The effects of customer
voice on hotel performance. International Journal of Hospitality Management
44, 77-83. three star hotels in Dubai. International Journal of Advanced Engineering,
Management and Science. 2(2): 21–24.

Bojan, K., Ernad, K & Tanja, S.(2015). Business process management in hotel industry
: A proposed framework for operating process original scientific article doi.10.5937

Brendan, R. (2017) "Hotel chains: survival strategies for a dynamic future.
Journal of Tourism Futures. 3 (1) : 56-65.

Camilleri, M.A. (2018). The Marketing Environment of Tourist Destinations.
In Camilleri, M.A. (Ed.) The Branding of Tourist Destinations:
Theoretical and Empirical Insights. Bingley, UK: Emerald Publishing Limited.

Chen, R. (2015). From sustainability to customer loyalty:
A case of full-service hotels’ guests. Journal of Retailing and Consumer Services. 22: 261-265.

Deegan, G. (2015) ‘Marker hotel records €2.6m earnings in first full year’, Independent: Business Irish, 14 May.

Dzhandzhugazova, E.A., Zaitseva, N.A., Larionova, A.A., Pervunin, S.N. (2015).
The Russian hotel market: Condition and development under the crisis. Mediterranean
Journal of Social Sciences. 3. 289-296.

Darini, M & Khozaei, F. (2016). The study of factors affecting customer’s satisfaction
with the three star hotels in Dubai. International Journal of Advanced Engineering,
Management and Science (IJAEMS).2(2): 2454-1311

Elbanna, S., Eid, R., & Kamel, H. (2015). Measuring hotel performance using the
balanced scorecard: A theoretical construct development and its empirical validation.
International Journal of Hospitality Management. 51: 105-114.

Enz, C.A., Canina, L. & Van der Rest, J.P.I. (2016). Hotel strategic pricing in Europe:
a 10- year exploration of competition. International Journal of Revenue Management, 9(2-3): 92-107.

Essays, UK. (November 2018). The Tourism Sector In Promoting Mauritius Tourism Essay.
Retrieved February 24, 2016, from https://www.ukessays.com/essays/tourism/the-tourism-sector
-in-promoting-mauritius-tourism-essay.php?vref=1

Gesage, M. B., Kuira, J., & Mbaeh, E. K. (2015). A balanced scorecard approach to measuring performance
of five star hotels in Nairobi, Kenya. African Journal of Touris, Hospitality and Leisure Studies. 1 (1): 1-28.

Guttentag, D.A. (2017). Assessing Airbnb as a disruptive innovation relative to hotels:
Substitution and comparative performance expectations. International Journal of Hospitality Management. 64:1-10.

Gyuracz-Nemeth, P. (2015) ‘The role of process standardization and customization in hotel Management. Pannon Management Review. 4(1): 79-109.

Harahap , A. R & Dede, R. F..(2017).The Influence of Service Quality on Customer Satisfaction and Loyalty
of Muamalat Bank Branches Tanjung Balai. Journal of Business and Management Sciences. 5(3): 72-76

Huang, Z. J., & Cai, L. A. (2015). Modeling consumer-based brand equity for multinational
hotel brands–when hosts become customers. Tourism Management, 46, 431-443

Jumawan, J. (2018). The Effect of Service Quality on Loyalty using Satisfaction as an
Intervening Variable (Study on Entrepreneurs in Bekasi Bonded Zone). International
Journal of Advanced Engineering, Management and Science (IJAEMS). 4 (5): 2454-1311

Khan, I., Garg, R. J., & Rahman, Z. (2015). Customer service experience in hotel operations
: an empirical analysis. Procedia-Social and Behavioral Sciences. 189: 266-274.

Kim, W. G., Lim, H., & Brymer, R. A. (2015). The effectiveness of managing social
media on hotel performance. International Journal of Hospitality Management. 44: 165–171.

Larsen, S.S. and Hodari, D. (2016). The Nordic hotel industry: A changing landscape.
Hotel News Now. Retrieved February 24, 2016, from: http://www.hotelnewsnow.com/

Litvin, S. W., & Dowling, K. M. (2016). Trip Advisor and hotel consumer brand loyalty. Current Issues in Tourism, 1-5.

Popp, B., & Woratschek, H. (2017). Consumer-brand identification revisited: an integrative framework
of brand identification, customer satisfaction, and price image and their role for brand loyalty
and word of mouth. Journal of Brand Management. 1-21.

Rather, R. A., Hollebeek, L. D., & Islam, J. U. (2019). Tourism-based customer engagement: the construct,
antecedents, and consequences. The Service Industries Journal. Retrieved February 24, 2016, from https://www.tandfonline.com

World Luxury Index. (2016). The world luxury index™ hotels The most sought-after
luxury hotels. Retrieved February 24, 2016 form
http://www.digital-luxury.com/reports/World_Luxury_Index_Hotels_by_ Digital_ Luxury_Group.pdf