Abstract
The objectives of this study were to test the influence of factors that influence on the service quality management of seaside resort areas in southern of Thailand. The researcher used the survey questionnaire to collect data from 400 Chinese tourists who visited seaside resort areas in southern region of Thailand. The research employed One-way ANOVA and multiple regression to test variables and to test hypothesis.
 
 The findings revealed that from 3 factors being analyzed using mean value. Service quality factor was the most important to the service quality management of seaside resort areas in southern of Thailand, followed by marketing mix factor, followed by external business factor.
 
 The findings also revealed that from 3 factors being tested including service quality factor, marketing mix factor and external business factor influence on the service quality management of seaside resort areas in southern of Thailand at statistically significant level .05.
Highlights
Tourism is one of the pillars of the Thai economy and contributes more than 18 percent to its GDP
Majority of the Chinese tourists coming to southern seaside resort areas are female, ages are between 18-24 years old, unmarried, hold bachelor degrees, students, monthly salary between 3,000-5,999 Yuan
Most of the tourists who visit southern seaside resort areas come from East China and North China; they choose to stay in southern seaside resort areas for 2 - 4 days
Summary
Tourism is one of the pillars of the Thai economy and contributes more than 18 percent to its GDP. In 2017, southern region of Thailand received 14.14 million international tourists. The number of Chinese tourists was 3.66 million, ranking first among international tourists (Jones and Salle, 2019). In 2018, the 10 most popular seaside resort areas of Chinese tourists were concentrated in southern Thailand, with Phuket ranking first and most popular among Chinese tourists. Koh Samui and Krabi ranked third and fourth. It means Phuket is the first choice for Chinese tourists to come to Thailand for vacation. The popularity of the Koh Samui and Krabi in Chinese tourists are very high. Thailand’s seaside resort areas attract a large number of Chinese tourists to come for vacation, sightseeing, leisure, and recuperation
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