The Perception of Service Quality, Service Marketing Mix, and Appearance Mix of International Tourists: A Case of Five-Star Hotels, Pattaya Chonburi
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Abstract
The research studied the causal relationships between the perceptions of service quality, service marketing mix, and the appearance mix of international tourists staying at five-star hotels in Pattaya Chonburi. Quantitative research was implemented using a sample of 405 international tourists who experienced five-star hotel service.
The major findings were as follows. 1) The perception of service quality in five-star hotels was at a low level (3.38). 2) The perception of service marketing mix in five-star hotels was at a low level (3.43). 3) Age, marital status, and average monthly income were significantly related to the perception of appearance mix in five-star hotels in Pattaya Chonburi. 4) The perception of service quality was significantly related to the perception of appearance mix in the decision to select five-star hotels at a moderate level (r = .735). 5) The perception of service marketing mix was significantly related to the perception of appearance mix in the decision to select five-star hotels at a moderate level (r = .763).
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