Evaluation of Expected Service Quality Compared with Perceived Service Quality to Develop Quality and Sustainable Tourist Attractions for the Agro Tourism Industry in Rayong Province, Thailand

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นิลาวัลย์ สว่างรัตน์

Abstract

The objectives of this study were to (1) examine the level of expected service quality and perceived service quality of the Agro tourism industry in Rayong Province, Thailand (2) evaluate the service quality of the Agro tourism industry in Rayong Province Thailand, and (3) compare the expected service quality with the perceived service quality of the Agro tourism industry in Rayong Province, Thailand. The sample of the study is of 500 people. The instruments used for data collection were two sets of questionnaires – the first one on expected service quality and the second one on perceived service quality. The data were analyzed using descriptive statistics by finding percentage, mean, and standard deviation; inferential statistics by using a paired samples t-test; and service quality was analyzed by using SERVQUAL.


It was found that the overall expected service quality was at a moderate level in all aspects, and the overall perceived service quality was at a high level in all aspects. For evaluation of service quality, it was found that tourists had lower expected service quality compared to perceived service quality (E<P). This means that the service quality of the Agro tourism industry in Rayong Province, Thailand is excellent. For the comparison of expected service quality and perceived service quality, the hypothesis testing reveals that the overall expected service quality and perceived service quality were different (Sig. = 0.00) at a significance level of α = 0.05. When each aspect was analyzed, it was found that expected service quality and perceived service quality were different at a significance level of α = 0.05 in all aspects, which is in accordance with the hypothesis.

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Research Article