GUIDELINES FOR IMPROVE THE SERVICE QUALITY OF HOTELS IN MUANG DISTRICT, TAK PROVINCE

Abstract

This study aimed to this study aimed to 1) study the general conditions of hotel service in Muang District, Tak Province, 2) Study the service quality of hotels in Muang District, Tak Province. 3) Propose a guideline for the development of hotel service quality in Muang District, Tak Province. This research is a combination of research, qualitative research by interviews and small group meetings the sample group was hotel business operators of 15 people and quantitative research by using questionnaires to collect data the sample group of 400 people the data were statistically analyzed the statistics used are distribution of frequency, percentage, mean, standard deviation.

            The results of the study found that 1) hotel service conditions in Muang District, Tak Province, there were 219 hotels registered with the province and many unregistered accommodations, mostly small hotels. No food service 2) Hotel service quality assessment in the muang district, it was found that most of the representatives were female, 41-50 years old, married, earned a bachelor’s degree, and occupation employer of a private company has income of more than 30,000 baht and is domiciled in Bangkok. Overall, the overall level was at a high level. 3) The guidelines for the development of service quality of hotels in the muang district were found that 1) Tangibility of the service hotels should have a variety of communication channels, and all room equipment should be kept clean. 2) Reliability The hotel should be a member of the Thai Hotel Business Association. To build trust for guests. 3) Responsiveness hotel staff should observe guest behavior in order to provide services equally. 4) Assurance the hotel staff should have the knowledge of the language in order to be able to communicate with foreign guests. 5) Empathy The hotel staff should observe different guest behavior in order to provide a suitable service for everyone.