The Development of Service Process with Thai Hospitality in The Tourism and Hospitality Industry
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Abstract
The research aims to investigate Hospitality Context applied to the development of Thai’s service process, the so-called Thai Hospitality, within hospitality businesses such as Hotels, Food and Beverage Services, Health and Wellness Centers and Tour Operators. The main objectives of this research were: 1) To explore the pattern of service delivery with Thai Hospitality; and 2) To suggest the development of service process with Thai Hospitality. The research applies qualitative method. 185 executives were interviewed and discussed while 72 hospitality businesses were observed directly. Data analysis was done by content analysis. The findings explored 3 patterns of service delivery which delivered Thai Hospitality from providers to customers such as 1) service personnel; 2) servicescape, and 3) product and service procedure. The results suggest the development of service process which were: 1) to enhance thai hospitality of the service staffs by inside-out and outside-in approaches; 2) to create customer experiences with 3 C’s strategies composed of 1) Customization 2) Co-Creation and 3) Corporate Social Responsibility (CSR).
Keywords: 1) Service Delivery 2) Thai Hospitality 3) Tourism and Hospitality Industry 4) Servicescape
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