Strategies for Enhancing Service Quality of Accommodation Businesses in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists

Abstract

          The study “Strategies for Enhancing Service Quality of Accommodation Businesses in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists” aims to 1) to study the service quality of accommodation business in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists, 2) to study the opinions of accommodation business owner regarding service quality development of accommodation business in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists, and 3) a study of service development strategies for accommodation business in the Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists. The researcher employed a mixed-methods research design, combining quantitative data collected from 400 Russian tourists in the Southern Sea Islands Tourism Development Zone and qualitative data obtained from 8 accommodation business operators in the Southern Sea Islands Tourism Development Zone.

          In terms of their opinion regarding their perception of service quality, it was found that all 5 aspects of their opinions regarding their perception of service quality of accommodation business in the tourism development zone of south sea islands are at the highest level overall, 4.64%. Their opinion toward responsiveness has the highest average of 4.84%. In terms of business owners’ opinion and the service quality development strategy, attentive service and business service standards combined with staff’s skills, partly create standardized service. In terms of the findings revealed five key strategies for improving the quality of service among accommodation businesses in the        Southern Sea Islands Tourism Development Zone to Accommodate Russian Tourists: 1Tangibles: accommodation service providers should focus on building a strong brand image through physical aspects such as the premises, staff appearance, facilities, and overall service environment. These tangible elements significantly influence customers’ purchase decisions. 2. Reliability: accommodation service providers should regularly review and enhance service skills among staff to ensure professional expertise. Emphasis should be placed on following standard operating procedures (SOPs) to ensure consistent, dependable service delivery. 3. Assurance: accommodation service providers must implement methods and service practices that promote a sense of safety and professionalism. Customers must be able to trust that the service offered is reliable and delivered with competence. 4. Responsiveness: accommodation service providers need to demonstrate readiness and willingness to respond to customer needs through adequate staffing, sufficient facilities, and a supportive service environment. 5. Empathy: accommodation service providers should deliver service with attentiveness and care, showing understanding of the travel behavior and expectations of Russian tourists. Additionally, developing Russian language communication skills among staff is recommended to improve service effectiveness.