| Project Title: | The study of service quality and Chinese tourists satisfaction towards travel platform in Thailand |
| Author: | Mr. Wenying Chen |
| Advisor: | Associate Professor Dr. Jomphong Mongkhonvanit |
| Degree: | Master of Business Administration (International Program) |
| Major: | Marketing Management |
| Faculty: | Graduate Schools |
| Academic year: | 2017 |
Citation
Wenying, Chen. (2017). The study of service quality and Chinese tourists satisfaction towards travel platform in Thailand. (Independent study, Master of Business Administration). Bangkok: Siam University.
Abstract
Nowadays, a better understanding of the customer is essential for the success of beating one’s business competitors. As for the tourism industry, tourist behavior changes day by day, even with regard to small details, thus it is necessary to stay updated on tourist purposes and behavior. It is worth investigating who the “second wave of Chinese tourists” are. This study is conducted in order to increase the understanding about “The Study of Service Quality and Chinese Tourists’ Satisfaction towards Travel Platform in Thailand” and to contribute to the enhancement of the service to them by Thai tourism operators.
The main objective of the study was to establish service quality standard and Chinese tourists’ satisfaction towards travel platform in Thailand. Based on the problems identified in the background of the problem outlined above, then the problem can be formulated in this study.
The Pearson’s correlation analysis revealed in chapter four that Chinese tourists who visited China town, Yaowarat road in Bangkok. Desceriptive statistics has shown as chapter four total sample size of 285 population, out of them Tangibles service quality for tourism were 2.7053 (x) and 1.12469 (SD), Reliability service quality for tourism were 1.6632 (x) and .47346 (SD), Assurance service quality for tourism were 2.4807 (x) and .92528 (SD), respondents perceptively.
Therefore, the correlations of Tangibles service quality for tourism, Reliability service quality for tourism and Assurance service quality dealing with service quality and Chineses tourists’ satisfaction in Thailand, descriptive statistic of Chinese tourists to analyze of average Mean and Standard Deviation describes their opinions have described that the Pearson’s correlation analysis revealed that Chinese tourist who visited at China town, Yaowarat Road in Bangkok concerning with their opinion to Tangibles Service quality for tourism (r = 1, p <.000), Reliability Service quality for tourism (r =.091 p <.000), Assurance Service quality (r = .265, p <.000), were positively relationship with service quality and Chineses tourists’ satisfaction in Bangkok at the statistical significance level of 0.01. It means service quality and Chineses tourists’ satisfaction in Bangkok are relationship with each other according to SPSS calculation in this research.
According to one-sample Test, the results of satisfaction tourists were most relationship with Tangibles service quality, Reliability service quality and Assurance service quality t= 40.165, P.000 which means there is relationship between Tangibles service quality, Reliability service quality and Assurance service quality and tourists’ satisfaction of travel platform dealing with Chinese tourists who visited at China town, Yaowarat road in Bangkok. It was positively relationship with service quality and tourists’ satisfaction of travel platform at the statistical significance level of 0.05. It means service quality and Chinese tourists’ satisfaction of travel platform in Thailand are relationship with each other according to SPSS calculation in this research.
The findings therefore was used by the Tangibles service quality for tourism, Reliability service quality for tourism and Assurance service quality dealing with service quality and Chineses tourists’ satisfaction of Thai tourism industry to develop potential management and marketing strategies. Each method has great potential as a periodic monitoring device for detecting any shifts in tourist satisfaction, and can be effectively used to point out the travel platform’s strengths and weaknesses.
Keywords: Service quality, Tourist satisfaction, Chinese, Chinatown, Bangkok.
The study of service quality and Chinese tourists satisfaction towards travel platform in Thailand
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand