EXPECTATIONS OF CHINESE TOURISTS ON QUALITY OF 3-STAR HOTELS IN BANGKOK

Abstract

This research mainly aimed to investigate the behavior of Chinese tourists who use the services of 3 star hotels in Bangkok.  The purposes of the study were as follows: 1) to study the service expectation of Chinese tourists, 2) to compare personal factors with the expectations of Chinese tourists, and 3) to compare the behavior of Chinese tourists using services with their expectations. The instrument used in the research was a 5 level gauges questionnaire. The statistics used for data analysis were frequency and percentage, arithmetic mean, standard deviation, One-way ANOVA, t-test and f-test.  The reliability of the questionnaire was calculated using the SPSS program. The reliability based on Cronbach’s Alpha Coefficient revealed that the reliability of the questionnaire was 0.86.   The results of data analysis in terms of the relationship between the behavior of occupancy and the expectation of Chinese tourists using the service in the 3-star hotel in Bangkok showed that there was not a statistically significant different at the level of .05 among Chinese service users with the differences in the purpose of using the service, length of stay,  shared guests, the number of stays in one year and the booking system.  The result of the research showed the behavior of Chinese tourists who use the 3-star hotels in Bangkok.  The entrepreneur, business people related to the hotel management can apply the information to create satisfaction in order to exceed the expectations of tourists in the future.