Developing the Service Quality of the Accommodation Raft Business in the Sai Yok, Kanchanaburi Province

Abstract

This research aimed to: (1) assess the level of service expectation among customers of raft accommodation businesses in Sai Yok District, Kanchanaburi Province; (2) evaluate the level of customer satisfaction with the services provided by raft accommodation businesses in Sai Yok District, Kanchanaburi Province; and (3) explore strategies for improving service quality in raft accommodation businesses in Sai Yok District, Kanchanaburi Province. The study utilized a questionnaire as the primary research instrument, administered to 400 Thai tourists who had used raft accommodation services in the district. Descriptive statistical methods, including frequency, percentage, mean, and standard deviation, were employed for data analysis. Additionally, in-depth interviews were conducted with raft accommodation operators in Sai Yok District, and the qualitative data were analyzed using content analysis to interpret and draw conclusions.

The study found that the majority of tourists staying at raft accommodations in Sai Yok District are male, aged between 20 and 30 years, employed as laborers or private-sector employees, with an average monthly income of 15,001–30,000 baht, and most are single. The findings indicate that Thai tourists have the highest expectations for service quality in the following order: assurance, responsiveness, reliability, tangibles, and, lastly, empathy. Furthermore, the level of satisfaction with service quality among Thai tourists was found to be highest in four dimensions: empathy ranked first, followed by reliability, assurance, and responsiveness, respectively. The final dimension, which tourists rated as highly satisfactory, was tangibles—elements that are visually observable and physically perceivable. These tangible aspects are the result of deliberate service preparation, such as providing accommodations, offering engaging activities, and delivering comprehensive service information regarding raft accommodations in Sai Yok District.

To enhance tourist satisfaction, the study suggests several strategies: improving the overall environment and scenery; developing facilities or designing new service structures; and enhancing responsiveness by providing prompt services without requiring tourists to wait for long periods. This improvement requires a systematic service plan to ensure efficiency and timeliness. Implementing these measures could significantly stimulate higher levels of satisfaction among tourists utilizing raft accommodations.