Resilience Strategies Service Quality for Business Survival in COVID-19 Pandemic Small Hotels, Boutique Lanna, Chiang Mai Province
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Abstract
This research article aimed to study the characteristics of the population sciences. Tourist behavior and tourists' views on service quality, and to propose a strategy for adjusting the service quality of a small hotel, boutique Lanna, in Chiang Mai Province. This study used a quantitative research methodology that used questionnaires to collect information, and the sample group used in this research was tourists who used the services of small boutique hotels. The number of samples was 400 by using a convenient randomization method and analyzing quantitative data with descriptive statistics. and analyzing quantitative data with descriptive statistics. Research results Most of the samples were female. Age between 31-39 years old; marital status; a bachelor's degree or equivalent occupation of company employees; and an average monthly income of 30,001 to 40,000 baht. The data on tourist behavior found that the duration of stay was 3 nights, the number of times to stay the third time was three, and the room rate was between 2,001-3,000 baht. The purpose of the stay was to relax. and choose to use the booking method via the hotel website, phone, or application Line or Facebook (direct booking). And the viewpoint of tourists on service quality, it was found that the respondents had the most average opinions, which consisted of 3 aspects: courtesy, communication, and credibility at a high level ( = 3.73)
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