GUIDELINES FOR DEVELOPING SERVICE QUALITY OF CULTURAL HOMESTAY AT BANG MAE MAI COMMUNITY, SUPHAN BURI PROVINCE

Abstract

The objectives of this article are 1) to observe the condition and management of the homestays at Bang Mae Mai community in Bang Pla Ma, Suphan Buri province, 2) to evaluate the quality of service of cultural homestay experience at Bang Mae Mai community in Bang Pla Ma, Suphan Buri province and 3) to set the guidelines for developing service quality of cultural homestay experience in Bang Mae Mai community, Suphan Buri province. This research employed a mix research method. The qualitative research section was conducted with the sample of 34 community leaders and host groups. The instruments used with this group were the homestay potential survey for 15 households, the interview and group discussion form, and descriptive analysis. The quantitative research section was applied to 120 tourists visiting Bang Mae Mai community. A questionnaire was used to draw the expectation and satisfaction of tourists towards the accommodation in Bang Mae Mai community before and after the renovation of the homestays. The statistics used to analyze the data were percentage, mean, and standard deviation. The result was narrated in form of a descriptive analysis. The result showed that 14 households passed the homestay potential assessment criteria. The most outstanding was the home architecture design and construction, while the personal and the facilities in the accommodation were the second most outstanding. The strengths and weaknesses that were considered to create service identity for Bang Mae Mai homestays are Thai houses, kindness, friendliness, delicious food, and palm sugar trees. Thai houses are considered to be the identity of the community, in addition people in the community are kind, generous, and willing to welcome tourists and visitors. Moreover, Thai food in the central region flavorful. And there is a photo spot with hundreds of sugar palm trees arranged in rows that were considered as an important landmark. To compare the tourist's rating on expectation and satisfaction with staying at Bang Mae Mai community, Suphan Buri province before and after the renovation of the homestay, it was found that the score level became higher in all aspects. The highest mean was the hospitality of the host, the location, facilities, and public relations, respectively.