Tourist Satisfactions with Various Departments and Service Qualities of Hotel Business in Muang Trang District, Trang Province

Abstract

This study aimed 1) to study tourist satisfaction with various departments and service qualities of hotel business in Amphoe Mueang Trang, Trang Province; 2)to study the differences in the levels of satisfaction with various departments and the hotel service qualities in Amphoe Mueang Trang, Trang Province, classified by tourists’personal factors, and; 3) to study the trend of repeat visits to the hotel business in Amphoe Mueang Trang, Trang Province. The population in this study was the twenty-year old and over Thai tourists staying overnight in a hotel in Amphoe Mueang Trang, Trang Province. The sample size of 398 people was obtained using the non-probability method through the accidental sampling. The research instruments were questionnaires; and the data were analyzed using descriptive statistics, inferential statistics, and multiple regression analysis. The tourists had the highest level of satisfaction with all three departments: in order of average, namely the room, the reception, and the food and beverage service department, respectively. The tourists were satisfied at the highest level of service qualities in all respects: ranked in order of average, namely, tangibility and reliability, followed by employee attributes responsiveness, assurance, and empathy. The satisfactions of the tourists with all three departments and the quality of hotel services in all six aspects were found to be related to the tendency of repeat visits.