Tourism and service operations according to the 4 Sangkhahawatthus of Tour guide in Chiang Mai Province

Abstract

          The objectives of this research were: 1) to study tourism and service operation according to the 4 Sangkhahavatthus of tour guides in Chiang Mai Province; 2) to study tourism and service operation of tour guides according to Thailand Tourism Standards; and 3) to propose guidelines for tourism and service operation according to the 4 Sangkhahawatthus of tour guides in Chiang Mai Province. For the research method, the researcher studied textbooks, concepts, theories, documents, journals, articles; and the results involved with the framework of research objectives; and data were collected from in-depth interviews with key informants with a random sampling method (Purposive Sampling) of 15 people.

           The results of research were found as following

1. Tour guides in Chiang Mai Province according to Thailand Tourism Standards were found that it they three areas: 1) knowledge standards, 2) standards on skills in performing duties according to roles and duties as well as responsibilities, and 3) ethical standards for professional tour guide.
2. Tour guides in Chiang Mai Province were performing their duties and responsibilities with the 4 Sangkhahavathus: 1) on giving by sharing necessary items, giving knowledge and being generous; 2) on kindly speech by speaking sweetly, politely and gently in suitable time and place; 3) on useful conduct by sacrificing personal benefits for the benefit of others mainly on the basis of common interests; and 4) on even and equal treatment by being a person who behaved consistently and neutrally without discrimination and thoroughly provided equality to tourists.
3. Tour guides in Chiang Mai Province had guidelines for tourism and service operations: maintaining service quality standards with the principles of Dana, Piyavaca, Atthacariya and Samanattata