SERVICE QUALITY IMPROVEMENT GUIDELINES OF ACCOMMODATION BUSINESS FOR SUPPORTING NEW NORMAL

Chidchom  Kanchula; Panruthai  Hengpoom; Phuenfar  Pongsongsang

Chidchom Kanchula Tourism Industry and Hospitality Management Department Suan Sunandha Rajabhat University
Panruthai Hengpoom Tourism Industry and Hospitality Management Department Suan Sunandha Rajabhat University
Phuenfar Pongsongsang Tourism Industry and Hospitality Management Department Suan Sunandha Rajabhat University

Keywords: Service Quality, Accommodation Business, New Normal

Abstract

The research attempted to study the satisfaction of guest and to propose the Service Quality Improvement Guidelines of Accommodation Business for Supporting New Normal. The population were 400 visitors by questionnaire for data collection and data analysis. Data were additionally analyzed in percentage, standard deviation and One-way ANOVA.
According to the result, the majority of the respondents were female, single ,20–29 years old. The highest education in a Bachelor's degree, students and worked as a officer/employee of private company. A monthly income of 15,000 Baht.
The study of respondents' behavior found that the propose of staying was for travel, staycation with friends on weekend for 2-3 nights, almost rates of the room are 1,000 – 2,000 Bath/night, staying at 3-4 star hotels. The result showed that, the respondents booked by online agent such as Agoda, Booking.com and searching from the internet and social media.
The result showed that, the satisfaction of guest as follows services, safety, access ,accommodation and sanitation and hygiene are the high level.
The researcher found the guideline to supporting New Normal for Accommodation Business that should had more the policy and standard for the assurance of guest. Making new standard during the new normal tourist behavior after the pandemic with sustainable policy from public and private sector.