Services Scape, Service Quality, and Satisfaction Influencing the Intention to Revisit a 4-Star Hotel in Chiang Mai Province Among Chinese Tourist Groups

Abstract

The objectives of this research aims to investigate Chinese tourist groups' perspective of the services cape, service quality, satisfaction, and intention to revisit a 4-star hotel in Chiang Mai Province. It also explores how these factors impact Chinese tourists' decision to return and reuse services at the same hotel. The research involved 385 Chinese tourists who had previously visited Chiang Mai Province. Data was collected through an online questionnaire and analyzed using descriptive statistics (percentage, mean, standard deviation) as well as inferential statistics like Multiple Regression Analysis.           The results show that: 1) Chinese tourists expressed the highest level of satisfaction with the services cape factors and their intention to revisit the same 4-star hotel in Chiang Mai Province, particularly noting that the reception area seating and accessory placement were adequate and appropriate, and they had a strong desire to stay at the same hotel again due to the exterior environment meeting their needs; and 2) The services scape, service quality, and satisfaction factors had a statistically significant influence at the .01 level on the Chinese tourist group's intention to return and reuse services at the 4-star hotel in Chiang Mai Province.