THE INVESTIGATION OF HOTELS IN THE NORTHERN PARTS OF THAILAND FOR FOREIGN TOURISTS TO THE QUALITY OF SERVICES

The research aimed 1) to study the investigation of a hotel in the northern areas of Thailand for Foreign Tourists to the quality of services; and 2) to compare the happiness of foreign tourists toward service quality of hotels in the Northern Areas of Thailand by demographic profiles. A questionnaire was used as a research tool for collecting data from a sample of 450. The data were analyzed for descriptive statistics: percentiles, means and standard deviations (S.D.) while inferential statistics used were Independent-Sample t-test, One-Way ANOVA (F-test), and using Least Significant Difference (LSD) test to compare each pair at the significance level of 0.05.The results in this study revealed that the overall happiness of foreign tourists toward service quality in the Northern Areas of Thailand was high (xˉ = 3.98). When looking at each item, the results demonstrated that responsiveness was (xˉ = 4.03), assurance (xˉ = 4.01), reliability (xˉ = 3.98), empathy (xˉ = 3.98), and tangibility (xˉ = 3.90) respectively. The levels of happiness results in comparison in this study showed that different demographic factors of foreign tourists in terms of age, education, domicile, career, and monthly income affected the levels of happiness at the significance level of 0.05; meanwhile, the demographic factors in terms of gender and marital status did not differently affect the levels of happiness at the significance level of 0.05