QUALITY SERVICE OF TOURISM ATTRACTION AT HATYAI, THAILAND
This study is related to the quality services provided at tourist attraction locations. The main purpose of this study was to survey the perception of tourists on the quality of tourist attraction services around Hatyai, Thailand. A total of 580 respondents were selected through a simple random sampling method to answer the questionnaire provided. However, only 532 samples can be used. The SERVQUAL model is adapted to examine the dimensions of Tangible, Responsiveness, Reliability, Assurance, and Empathy on the quality service at the tourist attraction location. The results of this study found that each dimension contributes to the quality of service at the location of the tourist attraction. Based on the findings of this study, it is hoped that it can support tourism practitioners in the planning and development of a tourist attraction location.