Abstract
This study investigates the relationship between the hotel rating system, service quality improvement, and hotel performance changes in Thailand. A total of 306 hotel managers participated in the study and shared their perceptions of the impacts of the Thailand Hotel Standard on hotel service quality improvement. Four dimensions in service quality improvement were identified: service delivery, hotel employees, guest facilities and surroundings, and prestige. The four dimensions of service quality improvement were not significantly associated with hotels' star levels. The canonical correlation analysis found two significant relationships between service quality improvement and changes in hotel performance.
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