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MANAGERIAL GUIDELINES TO INCREASE SERVICE CAPACITY IN THE TOURISM ACCOMMODATION SECTOR IN A DEVELOPING COUNTRY
Corresponding Author(s) : Kanokkarn Kaewnuch
Humanities & Social Sciences Reviews,
Vol. 7 No. 5 (2019): September
Abstract
developing country, i.e., Thailand 2) to propose managerial guidelines to increase service capacity in the tourism accommodation sector in a remote area in a developing country that depends on the tourism industry for a large share of the national income.
Methodology: A questionnaire was developed and distributed to 400 tourists to explore their expectations and satisfaction level in terms of the accommodation services they have experienced in a remote area. Mean, standard deviation, T-Test and F-Test were used to analyse the collected data. In-depth interviews were conducted with managers and staff in charge of managing and providing services in the accommodation.
Main Findings: The study showed that tourists have low expectations, but high levels of satisfaction towards the five aspects of service quality in the tourism accommodation sector in a remote area.
Implications/Applications: Thus, guidelines were developed to increase service capacity for accommodations, located in a remote area in Thailand and to enhance tourists’ experience to achieve the highest satisfaction levels. Five measures are described below. First, emphasize accountability and trustworthiness. For tourists’ benefits, legal measures should be set to control and manage accommodations that cannot correctly comply with the agreements or terms and conditions of advertisements or promotions. Second, focus on responding to tourists’ demands and their curiosity, staff should always accurately serve their needs. Also, inform and provide short and clear explanations to tourists when any changes occur after finalizing agreements with the tourist. Moreover, the service procedure should be convenient, fast, and simple. Third, increase tourists’ confidence towards accommodation services and staff by pursuing the following manners: honesty, well-mannered, gentle and friendly services with service-minded attitude. Fourth, because sympathy is another key success, encourage staff to show concern, kindness, and willingness to help and treat tourists equally. Finally, highlight the tangible assets such as providing a clean and attractive environment, both inside and outside of the accommodation. Increasing the accommodation’s sense of visibility through both offline and online advertisement and media is important.
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- Archer, B. (1995). Importance of tourism for the economy of Bermuda. Annals of Tourism Research, 22(4), 918-930. https://doi.org/10.1016/0160-7383(95)00018-1 DOI: https://doi.org/10.1016/0160-7383(95)00018-1
- Baker, D., Crompton, J. L. (2000). Quality satisfaction and behavioral intentions. Annals of Tourism Research, 20, 758-804. https://doi.org/10.1016/S0160-7383(99)00108-5 DOI: https://doi.org/10.1016/S0160-7383(99)00108-5
- Chang, T. C., Wu, S. F., Hsu, S. C., & Yang, C. C. (2017). A study of the tourism industry in East Taiwan. Journal of Advanced Research in Social Sciences and Humanities, 2(1), 61-66. https://doi.org/10.26500/JARSSH-02-2017-0108 DOI: https://doi.org/10.26500/JARSSH-02-2017-0108
- Chou, C.M. (2013). Does tourism development promote economic growth in transition countries? A panel data analysis. Economic Modelling, 33, 226-232. https://doi.org/10.1016/j.econmod.2013.04.024 DOI: https://doi.org/10.1016/j.econmod.2013.04.024
- Cooper, C., Fletcher, J., Gilbert D. & Wanhill, S. (1993). (Eds.). Tourism: Principles and practice. Harlow: Longman Scientific & Technical.
- Cronin, J. & Taylor, S. (1994). SERVPERF versus SERQUAL: Reconciling performance-based and perception-minus-expectations measurement of service quality. Journal of Marketing, 58, 125-131. https://doi.org/10.1177/002224299405800110 DOI: https://doi.org/10.1177/002224299405800110
- El-Den, J., Adikhari, P., & Adikhari, P. (2017). Social media in the service of social entrepreneurship: Identifying factors for better services. Journal of Advances in Humanities and Social Sciences, 3(2), 105-114. https://doi.org/10.20474/jahss-3.2.4 DOI: https://doi.org/10.20474/jahss-3.2.4
- Goeldner, R. C. & Ritchie, R. J. B. (2012). Tourism: Principles, Practices, Philosophies. London: Wiley
- Kotler, P. (1997). Marketing management. Upper Saddle River., NJ: Prentice Hall.
- Kruja, D. Lufi, & M. Kruja, I. (2012). The role of tourism in developing countries. The case of Albania. European Scientific Journal (ESJ), 8(19).
- Luangsa-Art, N. (2016). Guideline in developing a tourism route: A case study of Tambon Bang Nok Khwaek, Samutsongkharm province. International Journal of Humanities, Arts and Social Sciences, 2(3), 101-104. https://doi.org/10.20469/ijhss.2.20003-3 DOI: https://doi.org/10.20469/ijhss.2.20003-3
- McConnell, J. D. (1968). Effect of pricing on perception of product quality. Journal of Applied Psychology, 52(4), 331-334. https://doi.org/10.1037/h0026040 DOI: https://doi.org/10.1037/h0026040
- Mill, R. C., & Morrison, A. M. (2002). The tourism system. New York, NY: Kendall/Hunt Pub.
- Min, H., Min, H., & Chung., K. (2002). Dynamic Benchmarking of Hotel Service Quality. Journal of Services Marketing, 16(4), 302-321. https://doi.org/10.1108/08876040210433211 DOI: https://doi.org/10.1108/08876040210433211
- Ministry of Tourism and Sports. (2016). Tourism economic review. Available from: http://www.mots.go.th/ewt_dl_link.php?nid=7534
- Na Ayutthaya, J. S., Tuntivivat, S., & Prasertsin, U. (2016). The effect of positive psychological capital and organizational climate on service quality: The mediation role of work engagement of hotel service employees in Ratchaburi province. Journal of Administrative and Business Studies, 2(4), 167-176. https://doi.org/10.20474/jabs-2.4.3 DOI: https://doi.org/10.20474/jabs-2.4.3
- Nasser, M. A. (2017). The application of local productive system (industrial district) in the tourism activities. International Journal of Humanities, Arts and Social Sciences, 3(1), 27-30. https://doi.org/10.20469/ijhss.3.20005-1 DOI: https://doi.org/10.20469/ijhss.3.20005-1
- Parasuraman, A. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of Marketing, 62(4), 46-61. https://doi.org/10.1177/002224299806200404 DOI: https://doi.org/10.1177/002224299806200404
- Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of The SERVQUAL Scale. Journal of Retailing, 67(4), 420-50.
- Presbury, R., Fitzgerald, A., Chapman. R. (2005). Impediments to improvements in service quality in luxury hotels. Journal of Services Marketing, 15(4), 357-373. https://doi.org/10.1108/09604520510606835 DOI: https://doi.org/10.1108/09604520510606835
- Rizio, D. & Gios, G. (2015) Sustainability of tourism in the alps: The role of hotels. Emergy Synthesis 8, Proceedings of the 8th Biennial Emergy Conference.
- Sawatsuk, B., Darmawijaya, I. G., Ratchusanti, S., & Phaokrueng, A. (2018). Factors determining the sustainable success of community-based tourism: Evidence of good corporate governance of Mae Kam Pong Homestay, Thailand. International Journal of Business and Economic Affairs, 3(1), 13-20. https://doi.org/10.24088/IJBEA-2018-31002 DOI: https://doi.org/10.24088/IJBEA-2018-31002
- Sharpley, R. (2000). The influence of the accommodation sector on tourism development: Lessons from Cyprus. International Journal of Hospitality Management, 19(3), 275-293. https://doi.org/10.1016/S0278-4319(00)00021-9 DOI: https://doi.org/10.1016/S0278-4319(00)00021-9
- Sinh, B. D., Nga, V. T., Linh, V. T. H., & Tuan, N. H. (2016). Stakeholder model application in tourism development in Cat Tien, LamDong. Journal of Advanced Research in Social Sciences and Humanities, 1(1), 73-95. https://doi.org/10.26500/JARSSH-01-2016-0110 DOI: https://doi.org/10.26500/JARSSH-01-2016-0110
- Smith, R. A. & Houston, J. M. (1983). Script-based evaluations of satisfaction with services. In Emerging Perspectives on Services Marketing.
- Sukiman, F. M., Omar, I. S., Muhibudin, M., Yussof, I., Mohamed, B. (2013). Tourist satisfaction as the key to destination survival in Pahang. Prodedia – Social and Behavioral Sciences, 81. 78-87. https://doi.org/10.1016/j.sbspro.2013.08.404 DOI: https://doi.org/10.1016/j.sbspro.2013.08.404
- Taylor, A. S., & Baker, L. T. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2 DOI: https://doi.org/10.1016/0022-4359(94)90013-2
- Trot. D. S. Boring, R. A., & Gonsior, M. H. (1964). A note on the relationship of price and imputed quality. Journal of Business, 37, 186-191. https://doi.org/10.1086/294682 DOI: https://doi.org/10.1086/294682
- United Nations. (2013). Sustainable tourism: Contribution to economic growth and sustainable development. Retrieved from: http://unctad.org/meetings/en/SessionalDocuments/ciem5d2_en.pdf
- UNWTO. (2016). Classification and definition of tourist accommodation. Retrieved from: http://www.e-unwto.org/pb-assets/unwto/2015_metho_notes_eng.pdf
- Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice. Marketing Science Institute.
References
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Baker, D., Crompton, J. L. (2000). Quality satisfaction and behavioral intentions. Annals of Tourism Research, 20, 758-804. https://doi.org/10.1016/S0160-7383(99)00108-5 DOI: https://doi.org/10.1016/S0160-7383(99)00108-5
Chang, T. C., Wu, S. F., Hsu, S. C., & Yang, C. C. (2017). A study of the tourism industry in East Taiwan. Journal of Advanced Research in Social Sciences and Humanities, 2(1), 61-66. https://doi.org/10.26500/JARSSH-02-2017-0108 DOI: https://doi.org/10.26500/JARSSH-02-2017-0108
Chou, C.M. (2013). Does tourism development promote economic growth in transition countries? A panel data analysis. Economic Modelling, 33, 226-232. https://doi.org/10.1016/j.econmod.2013.04.024 DOI: https://doi.org/10.1016/j.econmod.2013.04.024
Cooper, C., Fletcher, J., Gilbert D. & Wanhill, S. (1993). (Eds.). Tourism: Principles and practice. Harlow: Longman Scientific & Technical.
Cronin, J. & Taylor, S. (1994). SERVPERF versus SERQUAL: Reconciling performance-based and perception-minus-expectations measurement of service quality. Journal of Marketing, 58, 125-131. https://doi.org/10.1177/002224299405800110 DOI: https://doi.org/10.1177/002224299405800110
El-Den, J., Adikhari, P., & Adikhari, P. (2017). Social media in the service of social entrepreneurship: Identifying factors for better services. Journal of Advances in Humanities and Social Sciences, 3(2), 105-114. https://doi.org/10.20474/jahss-3.2.4 DOI: https://doi.org/10.20474/jahss-3.2.4
Goeldner, R. C. & Ritchie, R. J. B. (2012). Tourism: Principles, Practices, Philosophies. London: Wiley
Kotler, P. (1997). Marketing management. Upper Saddle River., NJ: Prentice Hall.
Kruja, D. Lufi, & M. Kruja, I. (2012). The role of tourism in developing countries. The case of Albania. European Scientific Journal (ESJ), 8(19).
Luangsa-Art, N. (2016). Guideline in developing a tourism route: A case study of Tambon Bang Nok Khwaek, Samutsongkharm province. International Journal of Humanities, Arts and Social Sciences, 2(3), 101-104. https://doi.org/10.20469/ijhss.2.20003-3 DOI: https://doi.org/10.20469/ijhss.2.20003-3
McConnell, J. D. (1968). Effect of pricing on perception of product quality. Journal of Applied Psychology, 52(4), 331-334. https://doi.org/10.1037/h0026040 DOI: https://doi.org/10.1037/h0026040
Mill, R. C., & Morrison, A. M. (2002). The tourism system. New York, NY: Kendall/Hunt Pub.
Min, H., Min, H., & Chung., K. (2002). Dynamic Benchmarking of Hotel Service Quality. Journal of Services Marketing, 16(4), 302-321. https://doi.org/10.1108/08876040210433211 DOI: https://doi.org/10.1108/08876040210433211
Ministry of Tourism and Sports. (2016). Tourism economic review. Available from: http://www.mots.go.th/ewt_dl_link.php?nid=7534
Na Ayutthaya, J. S., Tuntivivat, S., & Prasertsin, U. (2016). The effect of positive psychological capital and organizational climate on service quality: The mediation role of work engagement of hotel service employees in Ratchaburi province. Journal of Administrative and Business Studies, 2(4), 167-176. https://doi.org/10.20474/jabs-2.4.3 DOI: https://doi.org/10.20474/jabs-2.4.3
Nasser, M. A. (2017). The application of local productive system (industrial district) in the tourism activities. International Journal of Humanities, Arts and Social Sciences, 3(1), 27-30. https://doi.org/10.20469/ijhss.3.20005-1 DOI: https://doi.org/10.20469/ijhss.3.20005-1
Parasuraman, A. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of Marketing, 62(4), 46-61. https://doi.org/10.1177/002224299806200404 DOI: https://doi.org/10.1177/002224299806200404
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of The SERVQUAL Scale. Journal of Retailing, 67(4), 420-50.
Presbury, R., Fitzgerald, A., Chapman. R. (2005). Impediments to improvements in service quality in luxury hotels. Journal of Services Marketing, 15(4), 357-373. https://doi.org/10.1108/09604520510606835 DOI: https://doi.org/10.1108/09604520510606835
Rizio, D. & Gios, G. (2015) Sustainability of tourism in the alps: The role of hotels. Emergy Synthesis 8, Proceedings of the 8th Biennial Emergy Conference.
Sawatsuk, B., Darmawijaya, I. G., Ratchusanti, S., & Phaokrueng, A. (2018). Factors determining the sustainable success of community-based tourism: Evidence of good corporate governance of Mae Kam Pong Homestay, Thailand. International Journal of Business and Economic Affairs, 3(1), 13-20. https://doi.org/10.24088/IJBEA-2018-31002 DOI: https://doi.org/10.24088/IJBEA-2018-31002
Sharpley, R. (2000). The influence of the accommodation sector on tourism development: Lessons from Cyprus. International Journal of Hospitality Management, 19(3), 275-293. https://doi.org/10.1016/S0278-4319(00)00021-9 DOI: https://doi.org/10.1016/S0278-4319(00)00021-9
Sinh, B. D., Nga, V. T., Linh, V. T. H., & Tuan, N. H. (2016). Stakeholder model application in tourism development in Cat Tien, LamDong. Journal of Advanced Research in Social Sciences and Humanities, 1(1), 73-95. https://doi.org/10.26500/JARSSH-01-2016-0110 DOI: https://doi.org/10.26500/JARSSH-01-2016-0110
Smith, R. A. & Houston, J. M. (1983). Script-based evaluations of satisfaction with services. In Emerging Perspectives on Services Marketing.
Sukiman, F. M., Omar, I. S., Muhibudin, M., Yussof, I., Mohamed, B. (2013). Tourist satisfaction as the key to destination survival in Pahang. Prodedia – Social and Behavioral Sciences, 81. 78-87. https://doi.org/10.1016/j.sbspro.2013.08.404 DOI: https://doi.org/10.1016/j.sbspro.2013.08.404
Taylor, A. S., & Baker, L. T. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2 DOI: https://doi.org/10.1016/0022-4359(94)90013-2
Trot. D. S. Boring, R. A., & Gonsior, M. H. (1964). A note on the relationship of price and imputed quality. Journal of Business, 37, 186-191. https://doi.org/10.1086/294682 DOI: https://doi.org/10.1086/294682
United Nations. (2013). Sustainable tourism: Contribution to economic growth and sustainable development. Retrieved from: http://unctad.org/meetings/en/SessionalDocuments/ciem5d2_en.pdf
UNWTO. (2016). Classification and definition of tourist accommodation. Retrieved from: http://www.e-unwto.org/pb-assets/unwto/2015_metho_notes_eng.pdf
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice. Marketing Science Institute.