Guidelines for Increasing the Service Potential of Resort Business in the Central Northeast

Abstract

The purposes of this study were threefold: first, to survey
service on the behavior of the Service Marketing Management of Small
Resort Business (SMMSRB) in the Central Northeast; second, to analyze
the influential factors on the effectiveness of the SMMSRB; and third, to
present the potential growth approaches of the SMMSRB. The research
population was divided into two groups: Group 1: The population of
Entrepreneur from 8 small resorts, and Group 2: 352 resort customers
(Accidental Sampling). The research methodology was mixed: in-depth
interview for qualitative research and questionnaires for quantitative,
were analyzed in this study, using the following statistics: frequency,
percentage, means, standard deviation and Factor Analysis. Research
results were as follows: According to the overall opinion of the
interviewed entrepreneurs, the market service factor influencing small
resorts in the central northeast, particularly, 8 P’s ( the eight
components) was high. They added that to improve the potential
development of the approaches of the SMMSRB, the following should
be considered: price of resort should be cheaper than elsewhere, extra
lower price for regular customers, building images and good reputation,
keeping a good service mind, positive world of mouth, clean facilities,
maintaining a strong security, nice and shady climate of the external
resort, good environment, and good weather.