JEO: Journal Articles
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Browsing JEO: Journal Articles by Department "UTCC School of Tourism and Services"
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- PublicationA Comparative Study of the Service Quality of Casual Dining Restaurants in Phuket: Perspectives of Thai and International Customers(Chulalongkorn University Printing House, 2009)
; University of the Thai Chamber of Commerce. Journal Editorial OfficeThe purpose of this study was to determine which attributes of service quality(SERVQUAL) influenced customer satisfaction with casual dining restaurants inPhuket. The researcher examined the relationships between customer satisfaction andcustomer loyalty (word-of-mouth and repurchase intention). The results of factoranalysis identified four main service quality factors: 1) Personnel and Customers’Relationship, 2) Environment Service Provider, 3) Service Providers’ Attitude andCompetencies, and 4) Service Providers’ Initiative in Serving Guests. The findings ofthis study indicated that the service quality factors had a positive impact on overallcustomer satisfaction. In turn, customer satisfaction is likely to increase customerloyalty (word-of-mouth endorsements and repurchase intention) to the casual diningrestaurant environment. The results showed that Thai casual dining restaurants had ahigher significant difference than Japanese, Italian, and Mediterranean casual diningrestaurants in overall service quality.20 309 - PublicationA Study of the Effect of the ChangingCoastal Ecosystem on the Lives of People Inthe Moo 9 Community, Bann Khun SamutChin, Tambon Laem Fapha, Amphoe PhraSamut Chedit, Samut Prakran Province(Chulalongkorn University Printing House, 2010)
; University of the Thai Chamber of Commerce. Journal Editorial OfficeThe purpose of this research was to study the changing coastal ecosystem and howit is affecting the way of life of the people within the Moo 9 Community, Bann KhunSamut Chin, Tambon Laem Fapha, Amphoe Phra Samut Chedit, Samut PrakranProvince. The researcher collected 304 questionnaires from a sample population andconducted in-depth interviews with the head of Moo 9 village and important personsin Bann Khun Samut Chin. The research results showed that the coastal ecosystemaffected the way of life and fishing occupation of the people living in Moo 9, BannKhun Samut Chin. They wanted government budgetary assistance to construct a damto “alleviate the impact of waves” and to increase the reforestation of mangroveforest.2 59 - PublicationCreating Value for Sustainable Tourism inthe HomeStay Business: Case Study ofHomeStay at Amphawa Floating MarketArea in Samutsongkhram Province(Chulalongkorn University Printing House, 2010)
; University of the Thai Chamber of Commerce. Journal Editorial OfficeThe purpose of the business practice of homestay is to create valuable sustainabletourism. The purpose of this research was to study the requirements and satisfactionof tourists staying at Amphawa Floating Market Area’s Homestay facilities inSamutsongkhram Province, and to enable knowledge management by the government,homestay entrepreneurs, and all organizations concerned in this business. In this studythe researcher used qualitative and quantitative methods. Questionnaires werecollected from 430 homestay tourists staying around Amphawa Floating Market. Therewere 379 Thai tourists and 51 foreign tourists. An in-depth interview was used in thisstudy to interview 26 homestay entrepreneurs who operate businesses at AmphawaFloating Market and 21 homestay entrepreneurs who operate business withinapproximately 5 kilometers radius of Amphawa Floating Market.The study found that the requirements for homestay and tourists’ requirements whenselecting homestay had a positive impact on tourists’ satisfaction at a high level. Whattourists looked for in a homestay were: 1) receiving a warm and friendly welcome,2) good human relationships on the part of service providers towards service recipients, 3) personal safety and security, and the assurance of safety for theirbelongings, and 5) scenery around the homestay area.The results of in-depth interviews of homestay entrepreneurs found that nowadays thehomestay business was not simply additional income for the families in the local areabut it had became a major source of income. However, the business has now becomea cause of increasing competition between homestay entrepreneurs and has madea huge impact causing a change in the local culture and lifestyle. These problemsoccurred due to a lack of good systematic management by the Thai government, andno limit on the number of homestay entrepreneurs in each area. To develop andencourage sustainable tourism, the researcher proposes a workable homestay practicefor government, entrepreneurs, tourists, and local people.3 74 - PublicationPassengers’ Perspective of Airport ServiceQuality at Suvarnabhumi International Airport(Chulalongkorn University Printing House, 2011)
; University of the Thai Chamber of Commerce. Journal Editorial OfficeThe purpose of this study is to contribute to the development of a conceptual modelof perceived service quality in airports, The study adapted the concept of expectationsunderlying Fodness and Murray’s (2007: 492-506) selection of methodology formeasuring service quality, with a focus on passenger perceived service quality. In thisstudy, the researcher used a quantitative method to test an objective approach tomeasuring passengers’ perception and satisfaction of airport service quality atSuvarnabhumi International Airport, Thailand. Questionnaires were collected from 500passengers who had arrived, were departing or transiting at SuvarnabhumiInternational Airport. The results of factor analysis identified three items:1) Environment Service Provider, 2) Personnel and Passengers’ Relationship, and3) Servicescape (areas providing a variety of services). The findings of this studyindicated that passenger perceptions of satisfaction concerning airport service qualityhave a positive influence on overall passenger satisfaction. After comparing theperception of airport service quality attributes and passengers’ demographic profiles(purpose of travel, trip orientation, and frequency of travel) between Thai and foreignpassengers, the results showed that there were significant differences in airportservice quality attributes between Thai and foreign passengers.10 61 - PublicationThe Prevention of Deterioration andNatural Resources andEnvironmental Conservation ofAmphawa Floating Market(Chulalongkorn University Printing House, 2009)
; University of the Thai Chamber of Commerce. Journal Editorial OfficeThe purpose of this article is to propose the process of prevention and problemsolvingof natural resources and environment of Amphawa Floating Market,Samutsongkhram Province. Readers will learn the concept and the procedure ofnatural resources and environmental conservation of sustainable eco-tourism. Thequickly growing of tourism affects changes in economic, social, cultures, lifestyles, andenvironment of people and local community at Amphawa. This study will allow thereaders to understand and realize the value of tourism management and environment,including the participation of all related people towards tourism management andnatural resources conservation.3 84