Current Situations and Operational Problems in Providing Services and Tourists Assistance at the Tourist Assistance Center, Ministry of Tourism and Sports

Abstract

This research article aimed to study the current situations and operational problems in providing services and tourists assistance at the Tourist Assistance Center, Ministry of Tourism and Sports. The study employed a mixed-methods research approach, combining both qualitative and quantitative research. Qualitative data were collected through in-depth interviews with 30 experts from government agencies. Quantitative data were gathered using questionnaires administered to all 246 operational staff of the Tourist Assistance Centers, which were distributed across 78 centers nationwide. Data were analyzed using frequency, percentage, mean, standard deviation and content analysis. The research found that the Tourist Assistance Centers had significant strengths, including support from government policies that stimulated the economy and tourism, a credible status as a government agency, an effective coordination network with relevant agencies, and highly capable personnel, especially in English language skills and a strong service mind. Additionally, the organizational culture emphasized teamwork. However, limitations were also identified, such as operating hours and locations, insufficient public awareness and public relations, limited budget and resources, bureaucratic work processes that could be slow and reactive, personnel issues related to job insecurity and motivation, and a lack of technology to support operations and government policies that promoted tourism as an urgent agenda, the increasing trend of tourists' technology usage and the potential to elevate the image towards becoming a one-stop service center and fostering collaboration with networks were considered external factors that facilitated development. Meantime, the centers faced challenges from political and global economic uncertainties, high competition in the tourism market, tourists' high expectations for rapid, 24-hour responses, issues of tourist deception, and personnel instability