CULTURAL DIFFERENCES FACTORS RELATED TO SERVICE MANAGEMENT OF TOURIST FROM MIDDLE EAST OF TRAVEL BUSINESS IN THAILAND

Abstract

The objective of this study is to study the cultural dimension factors related to service management for Middle Eastern tourists of tourism business in Thailand the sample group in this study was entrepreneurs of inbound tourism business. The sample group in this research is entrepreneurs entered in a total of 305 people. The instrument used in this research was a five-level rating estimation questionnaire. Statistics are used in the test were mean and standard deviation. The results of the research showed that the cultural dimension factor in the overview is at a high level. Considering each aspect in ascending order, it was found that the dimension of emotional expression was followed by the dimension of long-term focus and the dimension of uncertainty avoidance is at a high level respectively. When analyzing the relationships of cultural dimensions, it was found that the avoidance dimensions of uncertainty dimension to see long-term results and the dimension of emotional expression is related to service management for Middle Eastern tourists of tourism businesses in Thailand.