Perceptions on Seaside Resort Areas’ Services: A Case of Chinese Tourists in Phuket, Samui and Krabi, Thailand

Authors

  • Zhang Minyang Management, School of Management, Shinawatra University
  • Fuangfa Amponstira Management, School of Management, Shinawatra University

Keywords:

Chinese Tourists, Seaside Resort Area, Service Management

Abstract

The objectives of this study were to analyze the service management from the facility, personnel, and marketing factors for Chinese tourists who visited seaside resort areas in the southern part of Thailand. The researcher used a survey questionnaire to collect data from 400 Chinese tourists who visited seaside resort areas in the southern region of Thailand and used descriptive statistics, One-Way ANOVA, and Multiple Regressions to analyze and test the data.
The results found that Chinese tourists who visited the seaside resorts revealed that most services they're received from the resorts exceed their expectations including online bookings, personalized service, respectfulness, polite language, smiling faces, and technical supports. However, the tourists think some services could not reach their expectations which included prices for food, accommodation, local transportation, commodity, and entertainment. The personal services that could not reach their expectation were local authorities’ ability to handle emergency situations and could not provide fast services for the safety of the tourists. As for the resort area management, the tourists observed that there were not enough legal safety frameworks in protecting Chinese tourists, lacking convenience of using local transportation in the seaside resort areas, low-development infrastructure, and did not have enough facilities and activities for the tourists’ recreational. The results finally found a significant positive relationship between service management and Chinese tourists’ introducing the resort areas to others, and a significant impact of resort areas’ marketing management on perceptions of the Chinese tourists’ service management at a statistically significant level .05.

References

Angkasubana, C. (2005). Strategic Management Practice in the Hotel Industry of Thailand (Doctoral dissertation). Melbourne: Australian Graduate School of the Entrepreneurship Swinburne University of Technology.

Fu, H. L. (2013). Research on Chongqing Tourist Market Development in Phuket (Master thesis). Chongqing: Chongqing Normal University.

Lewis, R. (1980). Seaside Holiday Resorts in the United States and Britain. Urban History Yearbook, pp.44-52.

Li, X. B. (2007). Research on the Factors Affecting the Internationalization of Coastal Tourism Destinations (Master thesis). Xiangtan: Xiangtan University.

Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1994), Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Future Research. Journal of Marketing. Vol.58,(6), pp.111-124.

Qian, W.S. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture. Vol. 10,(2), pp.223-234.

Saleh, F., Ryan, C. (1991). Analyzing Service Quality in the Hospitality Industry using the SERVQUAL model. Services Industries Journal. Vol.11, (3), pp. 324-43.

Sureshchandar, G.S., Rajesndran, C., & Kamalanabhan, T.J. (2001). Customer Perceptions of Service Quality: a Critique. Total Quality Management. Vol.12,(1), pp. 111-24.

Turenqisuo. (2014). Personal travel blog. Retrieved from https://www.turenscape.com/news/detail/1539.html.

Wang, C. Z. (2008). Life Structure Theory, Modern Urban Recreation Planning System and Planning Research (Doctoral dissertation). Shanghai: Tongji University.

Wang, L.L. (2012). Phuket A Free Tropical Paradise. China's Foreign Trade. Vol.3, (3), pp.83-84.

Yani, Y. (2014). A Brief Discussion on the Sustainable Development of Tourism in Krabi. Journal of Educational. Vol.30, (4), pp.31-35.

Zeithaml, V.A., Berry, L.L.,& Parasuraman, A. (1990). Delivering quality service; Balancing Customer Perceptions and Expectations. New York: The Free Press

Downloads

Published

2021-07-16