GUIDELINES FOR THE SERVICE QUALITY DEVELOPMENT OF SMALL BOUTIQUE HOTELS THAT ATTRACT DOMESTIC WORKCATION TOURISTS: THE CASE OF PATTAYA CITY, THAILAND
The aims of this study are to 1) study the level of service quality of small boutique hotels in Pattaya City, (2) study the behaviors of Domestic workcation tourists at small boutique hotels in Pattaya City, and (3) suggest guidelines for the service quality development of small boutique hotels th...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura Universităţii din Oradea
2024-08-01
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| Series: | Geo Journal of Tourism and Geosites |
| Subjects: | |
| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-3-2024/gtg.55305-1277.pdf |
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| Summary: | The aims of this study are to 1) study the level of service quality of small boutique hotels in Pattaya City, (2) study the
behaviors of Domestic workcation tourists at small boutique hotels in Pattaya City, and (3) suggest guidelines for the service
quality development of small boutique hotels that attract domestic workcation tourists in Pattaya City. Small boutique hotels are
presently dispersed around the globe, especially in Pattaya City, Thailand, where small boutique hotels are plentiful. Meanwhile,
the concept of ‘workcation’ is more recognizable due to its concept of ‘anywhere is an office’. Although this concept is not new,
limited studies concerning workcation tourists were found, particularly studies of service quality among small boutique hotels as
well as workcation tourists’ behaviors. A mixed research method was used to accomplish the research objectives. For quantitative
research, a validated questionnaire was refined to collect data from targeted samples of 400 domestic workcation tourists who
had stayed at small boutique hotels in Pattaya City. For qualitative research, a semi-structured in-depth interview was organized
to collect data from 30 small boutique hotel entrepreneurs in Pattaya. The results indicated that domestic workcation tourists
prioritize the following service quality factors: tangibility (x̄ = 4.51), responsiveness (x̄ = 4.51), reliability (x̄ = 4.48), assurance (x̄ =
4.29), and empathy (x̄ = 4.35). For behavioral studies, the findings revealed that domestic workcation tourists usually traveled alone,
spent only one night at the hotels, stayed over five times per year, preferred July–September as a travel period, obtained hotel
information via social media, and regularly made reservations through social media platforms. Having an internet connection was
crucial to them. Lastly, three dimensions of guidelines were formulated, including human resource development, organization
development, and information technology development. The findings give valuable insights for tourism stakeholders to cater
domestic workcation tourists in response to the blooming of small boutique hotels in Pattaya, Thailand and other equivalent areas.
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| ISSN: | 2065-0817 2065-1198 |