EXPECTATION AND PERCEPTION OF THAI MUSLIM TOURISTS TOWARDS MUSLIM PRODUCTS AND SERVICES OF HOTELS IN KANCHANABURI PROVINCE

Abstract

In this research, the researcher studied about expectations and perceptions of Thai Muslims tourists towards Muslim products and services of hotels in Kanchanaburi Province. The study used a sample size of 400 people. The sample group of this research comprised Thai Muslims tourists who stayed overnight in Kanchanaburi, regardless of hotel level or hotel type. The researcher analyzed data using descriptive statistics such as percentage, mean, standard deviation, and service satisfaction analysis to find the gap between expectation (E) and perception (P) in the service quality, calculated using the formula (P-E). The results of this study showed that Thai Muslim tourists showed an expectation for the service at a medium level. Most of them put the attention towards customers at the highest level, followed by the tangibility of service regarding the shower and the shower hose in the bathroom. The overall perceived level of the questionnaire respondents was at a low level. It was found that Thai Muslim perceived the attention towards customers at the highest level regarding equal and unbiased service, followed by the tangibility of service regarding the shower and the shower hose in the bathroom. The difference between expectation and perception was - 0.87, meaning that there was a tendency for dissatisfaction with the service.