Abstract
ABSTRACT The quality of service plays an important role in the tourism industry; moreover, it is a crucial issue that encourages competition potential to attract tourists. This study develops a measurement model of the service quality perception of tourism supply chains in Thailand using exploratory factor analysis and second-order confirmatory factor analysis. The study used a questionnaire survey administered to 1,400 domestic tourists. The research found that there are seven significant factors, namely, Customer relationship management, Order process management, Service performance management, Capacity and resource management, Demand management, Sustainability management, and Information and technology management affecting the service quality perception of tourism supply chains in Thailand.
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