The perception of service quality, service marketing mix, and appearance mix of international tourists : a case of five star hotels, Pattaya Chonburi

การรับรู้คุณภาพบริการ ส่วนประสมทางการตลาด และส่วนประสมรูปลักษณ์การบริการ ของนักท่องเที่ยวต่างชาติ กรณีโรงแรม 5 ดาว พัทยา ชลบุรี

Name: Airada Dangprasirt

LCSH: Burapha University -- International Tourism Management

Classification :.DDC: 658

LCSH: Customer services

LCSH: Hotels -- Marketing

Abstract: The purpose of this research is to study causal the perceptions of service quality, service marketing mix, and appearance mix of international tourists: A case of five star hotels, Pattaya Chonburi. The research is quantitative research. The main objectives of this investigation are 1.) To compare the perception appearance mix of international tourists to select service in five star hotels, Pattaya Chonburi by Demographics 2.) To investigate the perception of service quality factor related to the perception of appearance mix of international tourists to select service in five star hotels, Pattaya Chonburi. 3.) To investigate the perception of service marketing mix factor related to the perception of appearance mix of international tourists to select service in five star hotels, Pattaya Chonburi. The data of this investigation was collected by distributing questionnaires to 405 respondents who are international tourists who have experienced five star hotels in Pattaya. The instrument used in this study was a questionnaire. The statistics used in data analysis composed of mean, standard deviation, t-Test, One Way Analysis of Variance, and Pearson correlation. The level of statistical significance was set at 0.05. The major findings were as follows: 1.)The perception of the service quality of international tourists to select service in five star hotels was at a low level in a neutral level (=3.38) that can be arranged descending as follows: Tangibility(=3.40), Reliability (=3.35), Assurance (3.48), Empathy (= 3.33), Responsiveness (=3.35),respectively. 2.)The perception of the service marketing mix of international tourists to select service in five star hotels was at a low level in a neutral (=3.43).) that can be arranged descending as follows: product (=3.39), price (=3.34), place (3.42), promotion (= 3.46), process (= 3.37) , physical evidence (= 3.37), people (=3.39),respectively 3.) Different age, marriage status, and average monthly income were significantly related to the perception appearance mix of international tourists to select service in five star hotels, Pattaya Chonburi, at the 0.05 level. 4.) The perception of service quality factor were significantly related to perception to appearance mix in decision to select service five star hotels in moderate level (r = .735), at the 0.05 level. 5.) The perception of service marketing mix factor were significantly related to perception to appearance mix in decision to select service five star hotels in moderate level (r = .763), at the 0.05 level.To know the current situation and condition information Related problems Including the perceptions of service quality, service marketing mix, and appearance mix of international tourists to be used as a guideline for developing services to meet the needs of various guests and to expand the competition to a case of five star hotels.

Burapha University. Library

Address: CHONBURI

Email: buulibrary@buu.ac.th

Name: Tinikan Sungsuwan

Role: Principal advisor

Created: 2023

Modified: 2024-03-27

Issued: 2024-03-27

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Th 658.812 Ai298P

eng

Spatial: Thai (Eastern region)

Spatial: Chonburi

DegreeName: Master of Management

Level: Master's Degree

Descipline: International Tourism Management

Grantor: Burapha University

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