Guidelines for Increasing Service Potential of Restaurant Business for Tourism in Nakhon Si Thammarat Province

Abstract

           The research aimed to 1) study the tourist’s expectations towards the restaurant services for tourism in Nakhon Si Thammarat
Province, 2 ) investigate the tourist perception and satisfaction towards the restaurant services for tourism in Nakhon Si Thammarat
Province, and 3 ) determine guidelines for increasing the service potential of the restaurant business for tourism in Nakhon Si Thammarat Province. The researcher employed both qualitative and quantitative research methods in this study. A research tool for
quantitative method was the 400 copies of questionnaires. Descriptive and inferential statistics were employed for data analysis.
           The results showed that the tourists had expectations and perceptions towards restaurant business services for tourism in
Nakhon Si Thammarat Province at the highest level. When analyzing to find the differences of all five aspects based on the quality of
service, it was found that tourists had higher expectations for restaurant services for tourism in Nakhon Si Thammarat Province
than the perception in all aspects.