Guideline for Service Quality Development to Support Indian Tourists:Case Study of Hotel in Phuket Province

Abstract

This research aimed to 1) to study the level of expectations and perceptions of Indian tourists on the quality of services of hotels in Phuket province 2) to study the gap between expectations and perceptions of Indian tourists on the quality of services of hotels in Phuket province. This research is quantitative research. Examples of research are Indian tourists who are staying at hotels in Phuket province by giving out 400 questionnaires distributed. This research was analyzed by descriptive statistics,

Percentage, Frequency. For analyze the expectation and perception by finding average and standard deviation and difference/gap.

The results of the study showed that Service Quality of 5 factors are Tangibles, Reliability, Responsiveness, Assurance and Empathy. Indian tourists have level of expectations more than level of in services quality in 3 aspects: Tangibles, Reliability and Assurance, there is a gap between Expectations and Perceptions at 0.07 in both factors. The level of expectations less than level of in services quality in 2 aspects: Responsiveness, there is a gap between Expectations and Perceptions at -0.05 and Empathy, there is a gap between Expectations and Perceptions at -0.06 and more Indian tourists are expected to lower the perception of service quality.