AN EXPLORATORY FACTOR ANALYSIS OF THAINESS EXPERIENCE-CENTRIC SERVICE CONSTRUCTION FOR BOUTIQUE HOTEL GUESTS

Abstract

The COVID-19 outbreak has inevitably impacted the global hotel industry, which will result in a shift from traditional services to personalized and specialized services to reduce the confrontation. This study was to examine the characteristics of Thainess experience-centric service (TECS), based on the perspective of boutique hotel guests during the COVID-19 pandemic, to develop and test scales for measuring TECS, a new component of boutique hotel services in Thailand. The quantitative method was administered. Multi-stage sampling was approached, and questionnaires were used to collect data from 112 self-identified boutique hotel guests via an online survey by Google form to examine the TECS attributes. Exploratory Factor Analysis (EFA) was used to refine the final instrument. The development process results in a reliable and valid TECS feature scale under the perspective of boutique hotel guests. It consists of 28 measurement scales that combine the services of a Thainess experience service, Thai atmosphere value, and Thai hospitality. To investigate attributes of Thainess experience-centric service (TECS) referring to the perspectives of boutique hotel guests to develop and test a scale for measuring the TECS, a new component of boutique hotel services. The quantitative approach was employed by using exploratory factor analysis (EFA). A study of 112 self-identified boutique hotel guests with a multi-stage sampling approach via an online survey by Google form during the COVID-19 pandemic. The TECS attributes under the perspectives of boutique hotel guests consisting of a 28-item measurement scale incorporating Thainess experience service, Thainess atmosphere value, and Thai hospitality. Boutique hotel guests also demonstrated their preferences towards hotel services as well as the basic demographic profiles and characteristics, which are useful for implementing hotel strategy enhancing guests’ satisfaction and exceed their expectations prior to the COVID-19 pandemic. The authors would recommend applying the TECS to refocus its practices to creates the guest experience in the hotel business. This research contributes towards value creation by using the strategy of cultural value in creating high-quality standards and it can create a positive experience and guest’s satisfaction. Hence, the cultural value of each society can be considered for creating the guest experience.