The Development of Universal Service Design for Senior Tourists in Major Departments of Accommodation Sector

Abstract

The objectives of this study are 1) to study special service characteristics for senior tourists; 2) to study universal service design for senior tourists; and 3) to propose directions for universal service design for senior tourists in major departments of accommodation. Qualitative method is employed. The samples of this study are 50 senior tourists, Thais and foreigners, and/or their companions staying in the top-ten-occupancy-rate provinces which are Bangkok, Chonburi, Phuket, Chiang Mai, Nakhon Ratchasima, Surat Thani, Songkhla, Prachuabkirikhan, Rayong, and Krabi. These samples have been chosen by accidental sampling. The research tool is semi-structured interview. Furthermore, the interviewed data has been cross-checked by using triangulation. The 5-rating-scale questionnaires have been employed to investigate 30 people i.e. accommodation business owners, customers and freelances who are not the samples. The content of the interview results has been analyzed. It has been found as the followings. 1) The special service characteristics for senior tourists are service readiness, senior safety, attentiveness of personal details when servicing seniors, and the importance of senior health. 2) The universal service design for senior tourists in major departments of accommodation consists of 3 elements i.e. (1) personalized hospitality (H); (2) special service innovation (I); and (3) professionalism (P). 3) The directions for universal service design for senior tourists in major departments of accommodation should be the combination of the original and the modern technology because senior tourists still feel young and healthy; moreover, they appreciate modernity, try new things, and are ready to learn technology under a supervision from the accommodation staff.