แนวทางในการพัฒนาคุณภาพการให้บริการออนไลน์ของธุรกิจที่จำหน่ายแพ็คเกจทัวร์

Abstract

The purpose of this research was to study the quality of online services for distribution of tour packages and customers that continues using the services and ways to improve the quality of online services of the distribution of tour packages by using random convenience sampling test of 350 tourists both Thai and foreigners in Phuket and 20 tourism agencies and providers using the snowball sampling techniques and collective of data using a questionaire. The sample was selected based on the recommendations of the sample units that stores information. The method used in this research is survey and interviewing. Statistics used to analyze data were frequency, percentage, mean and standard deviation, T-Test, F-Test, and Multiple Regression analysis. The results showed that most respondents are female aged between 15-30 years old, undergraduate, and business owners with the average income of 15,000 - 30,000 baht per month resided mainly in the Southern part of Thailand, Songkhla, and focuses on the quality of online services for tour packages with an average (3.84). The intention of local tourists in Phuket wishes to continue using service of the business is high with an average (3.87). As for the results of the interview of tourism business owner and those involved, provides business with an international standard but with local prices. Their main focus is on both local and foreign tourists, has strategies to meet the need of the customers, resulting in the need for customers to double use the service. The company has guidelines for improving the quality of the online services, websites, fonts, themes, and creating distinctive to attract customers. Comparative analysis of demographic characteristics shows that different demographic characteristics will affect the willingness to re-use the service, except for different occupations. Multivariate regression analysis was performed between qualities of service online with the intention of returning to the service repeatedly, the quality of online services offered by the tour package business includes accessibility, flexibility, efficiency, expenses, and services on individual needs, affect the intention to return service of local tourists with statistical significance at 0.05