Evaluating Service Quality and The SHA Standard in Creative Community-Based Tourism Amidst the COVID-19 Pandemic: A Case Study of Takhian Tia Community in Bang Lamung District, Chonburi Province
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Abstract
This study aimed to Evaluating Service Quality and The SHA Standard in Creative Community-Based Tourism Amidst the COVID-19 Pandemic: A Case Study of Takhian Tia Community in Bang Lamung District, Chonburi Province. The assessment was conducted using the five dimensions of service quality: tangibility, reliability, responsiveness, assurance, and empathy, as defined along with adherence to the Amazing Thailand Safety & Health Administration
(SHA) standards.To establish a comprehensive understanding, a sample of 305 tourists who had visited the Takhian Tia community during the pandemic was selected. The sample size was determined employing the G*Power program, particularly useful when dealing with uncertain tourist counts or infinite populations. Data collection was carried out through the distribution of structured questionnaires to the chosen participants. The findings of this research revealed that the overall service quality of creative community based tourism in Takhian Tia community during the pandemic was rated positively. Notably, the dimension of assurance, which encompasses effective communication, achieved an aboveaveragerating. When assessing service quality in alignment with the Amazing Thailand SHA standards, the results indicated a moderate level of compliance. It is worth highlighting that the aspect of educating tourists about mitigating the risks associated with COVID-19, through local tourism stakeholders or public relations materials, received the lowest average rating. In conclusion, this study underscores the commendable quality of service within the context of creative community-based tourism in Takhian Tia community, even amidst the challenges posed by the COVID-19 pandemic. Nonetheless, there is room for improvement in aligning the services with the health and safety guidelines specified by the Amazing Thailand SHA standards, particularly in terms of enhancing educational efforts to minimize the potential spread of the virus. This research sheds light on the crucial intersection of service quality, community-based tourism, and public health considerations, serving as a valuable reference for stakeholders and practitioners in the field.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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