Perception of tourist satisfaction towards service quality: Case study of Hat Yai, Thailand destination

This research presents a framework for evaluating the service quality dimensions. The relationship between service quality and perception of tourist satisfaction as well as evaluation of the impact of accessibility, facilities and security on the perception of tourist satisfaction are also presented. The study aims at gaining an understanding of UUM students’ satisfaction and how well the service providers at the destination are able to satisfy the students’ needs. Three variables had been used to measure the service quality. A total of 120 respondents were randomly selected. The questionnaires were distributed to the students in UUM. The data were analyzed through SPSS package. The reliability and Pearson correlation analysis had been used to answer the research objectives. The coefficient values for Accessibility, Facilities and Security were above 0.70; which are considered good and suitable for further analysis. Thus, the service provider should consider these variables as main factors in enhancing the service quality in Hat Yai. In conclusion, this study provides a good overview about the said destination’s service quality in terms of tourist satisfaction among UUM students. The future research should consider to have more respondents and more time to achieve more reliable and realistic findings