Authors : Thanrada Chunthanom; Buraporn Kumboon; Suchart Prakthayanon; Thanawarin Kositkanin

Volume/Issue : Volume 9 - 2024, Issue 5 - May

Google Scholar : https://tinyurl.com/2ru2ashm

Scribd : https://tinyurl.com/4c23tmse

DOI : https://doi.org/10.38124/ijisrt/IJISRT24MAY176

Abstract : The objective of this research was (1) to study to study factors affecting the service quality of tour businesses in Thailand. (2) To analyze the service quality of tour businesses in Thailand. (3) To develop a service quality model of tour businesses in Thailand. This research is a mixed methods research. During quantitative research and the qualitative research of the population studied this time includes tour operators in Thailand, totaling 2,821 people tour operators in Thailand. The sample size was determined according to the criteria of Hare et al., resulting in a total sample population of 460 people and qualitative research. A purposive random sampling method was used for 15 people, including entrepreneurs and executives. The tool used to collect data was a questionnaire using structural equation modeling techniques. Major Findings: (1) The service quality model of the tour business in Thailand includes the competitive advantage of the tour business. Entrepreneurial Focus acceptance of technology Market focus business adjustment business innovation and service quality of the tour business (2) Competitive advantage of travel business Entrepreneurial Focus acceptance of technology Market focus business adjustment and business innovation Affecting the quality of service of the tourism business. (3) Models of service quality of tour businesses in Thailand that affect the service quality of tour businesses. There is a connection with each other. Competitive advantage of travel business Entrepreneurial Focus acceptance of technology Market focus business adjustment business innovation.

Keywords : Service Quality; Service Quality. Travel Business.

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