Discourse of Service Quality Appearing on Platforms of Online Travel Agents for Hostel Business in Bangkok: A Context of Electronic Word-of-Mouth with Content Analysis
Article Sidebar
Main Article Content
Abstract
This research aims at analyzing the content of discourse of service quality appearing on the online platforms of travelling agents for hostel business in Bangkok: content analysis word-of-mouth context of electronic with. This research method is based on qualitative approach by applying content analysis. The data was collected from customers who made some useful comments from booking the accommodation via travel agencies’ online platforms from 2019 to 2020. The customer reviews were collected from 5 star-hostels in Bangkok, which were ranked by travelers. The reviews were used and analyzed by focusing on the service quality. The research results suggest that the customers are the discourses’ creators. There are four types of discourses including 1) services, 2) facilities, 3) cleanliness and 4) location. Customers created discourse based on their experiences and satisfaction rating, as well as expressing their opinions through positive and negative feedbacks. Such feedbacks attract interest and popularity among other customers. However, the content of discourse showing on the online platforms was directly impacted to the entrepreneurs. With this said, the positive impacts inspire the entrepreneurs to sustain their service quality; whereas the negative impacts motivate the entrepreneurs to develop and improve the service’s quality. This research recommends the entrepreneurs should build digital image by focusing on content creation with focusing on emotional enjoyment, accessibility, modernity, and diversity of motions and images that meet customer expectations. Moreover, the entrepreneurs should create excellent service blueprint, as well as developing employees’ competency to ensure efficiency with reaching the service standards.
Article Details
References
Chan Khin-Whai Nicholas, Angela Siew-Hoong Lee. (2017). Voice of Customers: Text Analysis of Hotel Customer Reviews (Cleanliness, Overall Environment & Value for Money). International Conference on Big Data Research. (104-111). Osaka, Japan.
González-Rodríguez, M. R., Martínez-Torres, R., and Toral, S. (2016). Post-visit and pre-visit tourist destination image through eWOM sentiment analysis and perceived helpfulness. International Journal of Contemporary Hospitality Management.
Guion, L. A., Diehl, D. C., and McDonald, D. (2011). Triangulation: Establishing the validity of qualitative studies. Edis, 2011(8),3-3.
Khongthanarat, C., and Assarut, N. (2017). Patčhai thī mī phonkrathop tō̜ kānraprū khwām nā chư̄athư̄ khō̜ng kānsư̄sān bǣp pāk tō̜ pāk khō̜ng rān ʻāhān bon Facebook [Factors Affecting E-Wom Credibility of Restaurants on Facebook]. Songklanakarin Journal of Social Sciences and Humanities. 23(2),145-198.
Kondracki, N. L., and Wellman, N. S. (2002). Content analysis: Review of methods and their applications in nutrition education. Journal of Nutrition Education and Behavior, 34,224-230. Louis Cohen. (2007). Research Methods in Education Sixth edition. NewYork: Taylor & Francis Group.
Litvin, S. W., Goldsmith, R. E., and Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Teso, E., Olmedilla, M., Martínez-Torres, M. R., and Toral, S. L. (2018). Application of text mining techniques to the analysis of discourse in eWOM communications from a gender perspective. Technological Forecasting and Social Change, 129,131-142. Tourism management, 29(3),458-468.
Meepermpoolsri, T., Chancharoen D., and Cruthaka C. (2019). Rūpbǣp kānbō̜rihān čhatkān khō̜ng phūprakō̜pkān thurakit hōtthalē nai khēt Krung Thēp Mahā Nakhō̜n [A Model for the mangement of hostels business entrepreneurs in Bangkok metropolitan]. Journal of Suvarnabhumi institute of Technology. 5(2),344-357.
Ministry of Tourism and Sports. (2019). Rāingān phāwa sētthakit kānthō̜ngthīeo trai māt 3/2562 [Tourism Economic Review Quarterly 3/2562]. Retrieved January 2020, from https://www.mots.go.th/more_ news_new.php cid=590.
Panprasitvech B. (2017). Rǣng čhūngčhai nai kāndœ̄nthāng khwām nā chư̄athư̄ khō̜ng khō̜mūn kānsư̄sān pāk tō̜ pāk bǣp ʻō̜nlai thatsanakhati nai kāndœ̄nthāng læ kānchai sư̄ sangkhom ʻō̜nlai thī mī phon tō̜ kāntatsinčhai ʻilekthrō̜nik (E-decision) phư̄a lư̄ak lǣng thō̜ngthīeo nai prathēt Thai khō̜ng phūbō̜riphōk nai čhangwat sa burī [Travel Motivation, Information Reliability, Online Word of Mouth, Travel Attitudes, and Social Media Usage Affecting E-decision to Choose Thailand’s Tourism Attractions of Consumers in Saraburi Province]. B.M.B.A., Bangkok University.
Prasanphanich A. (2019). Patčhai sūan prasom thāngkān talāt (4Ps) læ prayōt khō̜ng tūathǣn kānčhat čhamnāithāngkān thō̜ngthīeo ʻō̜nlai (OTA) nai kān songsœ̄m kāntalāt khō̜ng rōngrǣm nai čhangwat nakhō̜n phanom [The Marketing Mix (4Ps) and Benefits of Online Travel Agency (OTA) in Marketing Promotions of the Hotels in Nakhon Phanom Province]. Journal of Thai Hospitality & Tourism, 14(1),3-15.
Putri, K. Y. S., Mukhtar, S., and Istiyanto, S. B. (2020). The Effect of eWom, Brand Image, Brand Trust on Community Intelligence.
Richard, L. (2020). Public Opinion in Colonial America: Content-Analyzing the Colonial Press. Oxford Journals Oxford University Press. 27(3),356-371.
Sirijun S. (2018). Phrưttikam phūbō̜riphōk thī mī phon tō̜ kāntatsinčhai lư̄ak chai bō̜rikān thī phak bǣp hōtthalē nai khēt ʻamphœ̄ mư̄ang čhangwat Chīang Mai [Consumer behavior affecting the decision to use hostel accommodation. In Mueang District, Chiang Mai Province]. Master of Business Administration Bachelor of Business Administration Program Chiang Mai Rajabhat University.
Susana Cró, António Miguel Martins. (2017). The importance of security for hostel price premiums: European empirical evidence. Tourism Management, 60,159-165.
Thanakitputimed P. (2016). Kānpramœ̄n khunnaphāp kānhai bō̜rikān khō̜ng rōngrǣm radap sī dāo bō̜riwēn chāihāt sī hāt nai mư̄ang Phatthaya dōi kānprayukchai SERVQUAL Model [Assessment of Service Quality
of 4 Star Hotels at 4 Beaches in Pattaya City, using the Application of SERVQUAL Model]. The 7th Hatyai National and International Conference. 383-395.
Thamachart, P., and Wanarat, S. (2019). Itthiphon khō̜ng kān bō̜k tō̜ phān ʻinthœ̄net (e WOM ) læ rǣng čhūngčhai nai kānthō̜ngthīeo tō̜ thatsanakhati kāndœ̄nthāng khō̜ng nakthō̜ngthīeo sūngʻāyu Thai [Influence of electronic word of mouth and travel motivations on attitude to wards traveling of Thai elderly tourists]. Journal of the Association of Reserarchers, 25(1),107-127
Yang, Y., Mao, Z. and Tang, J. (2017). Understanding Guest Satisfaction with Urban Hotel Location. Journal of Travel Research, 57(2),243-259.
Yodnamkham, S., and Lertwannawit, A. (2016). Phonkrathop čhāk kānsư̄sān pāk tō̜ pāk bon ʻin thēnettō̜ khwāmrū nai trāsin khā khwāmsamphan kap trāsin khā læ khwāmtangčhai sư̄sam: kānsưksā kāntalāt rotyon nang sūan bukkhon mai kœ̄n čhet khonnai prathēt Thai [The Effect of Electronic Word-Of-Mouth on Brand Knowledge, Brand Relationship Purchase Intention: A Study in The Passenger Car Market in Thailand]. Srinakharinwirot Business Journal. 7(1),1-24.
Lin, Y. (2019). Research on Hotel Service Quality Based on Customer Value Perception. International Workshop on Education, Development and Social Sciences. (697-700). Tokyo, Japan.