Service Quality Affecting Image and Loyalty of 3 – Star Hotels for Thai and Foreign Tourists in Pattaya City, Chonburi Province

Abstract

The purposes of this research were: 1) to study the hotel image and loyalty level of tourists staying at           3 - star hotels in Pattaya City, 2) to compare the hotel image level and hotel loyalty level of the 3-star hotels guests in Pattaya City, Chonburi Province, classified by personal factors, and 3) to study the level of influence of hotel quality factors affecting the image and loyalty of guests in 3-star hotels in Pattaya City, Chonburi Province. The samples used in the study were 400 Thai and foreign tourists staying in 3-star hotels in Pattaya City, Chonburi Province. The research tool to collect data was a questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, t test and f test and multiple regression values. The results showed: 1) The hotel image and loyalty of tourists to 3-star hotels were at a high level, 2) The image level and loyalty of the 3-star hotels guests are different, and statistical significance at the level of .05, classified by age, income, education level, and occupation, and 3) service quality factors, that influence the image and loyalty of 3-star hotels, include staff professionalism, responsiveness, booking process, and  hotel safety.