CULTURAL DIFFERENCE PERCEPTION INFLUENCING THAI BUSINESS’S SERVICE MANAGEMENT FOR MIDDLE EASTERN TOURISTS

Abstract

This article aimed for studying the perception of differences in 6 cultural aspects of tourism business operators in Thailand and studying the differences in cultural dimensions that affected the Middle Eastern tourist service management of tourism businesses in Thailand. The samples in this research were of 305 entrepreneurs of inbound tourism business. The tool used in this research for data collection was questionnaire. The statistics used in the research included descriptive statistics including frequency, percentage, mean and standard deviation, which was reported by using tabulation and descriptive writing technique. The results showed that 6 cultural dimensions were perceived in the high level. When considering each aspect in descending order, it was found that the emotional expression dimension (keeping emotions or expressions) was ranked as the first position, and followed by long-term relationship, uncertainty avoidance, masculine-feminine, and lastly individualism-collectivism. Opinions towards the service quality for Middle Eastern tourist were rated as high level in all service quality aspects. When considering each aspect in descending order, it was found that the performance was ranked in the highest level, followed by reliability, empathy, and hospitality, respectively.