Abstract

This research aims to study the relationship between service quality and tourists’ intention to revisit Pattaya, one
of the most famous tourist destinations in Thailand, and to compare the difference in opinions of satisfied and
dissatisfied tourists toward the service quality provided by Pattaya. A questionnaire was used to survey 400
American and European tourists who were selected by convenience sampling method. The results show that 307
tourists were satisfied (76.75%) while 93 tourists were dissatisfied (23.25%) with the service quality of Pattaya.
Of the 307 satisfied tourists, 264 were Europeans (86%) and 43 were Americans (14%), while the dissatisfied 93
tourists consisted of 85 Europeans (91.4%) and 8 Americans (8.6%). For the satisfied tourists, the overall service
quality had a positive relationship with the intention to revisit. Elements of service quality which had a positive
relationship with the intention to revisit were core-tourism experience, information, hospitality, fairness of price,
value for money, logistics, and food. For the dissatisfied tourists, the overall service quality had a positive
relationship with the intention to revisit. Elements of service quality which had a positive relationship with the
intention to revisit were core-tourism experience, information, hospitality, fairness of price, hygiene, value for
money, and logistics. Compared with the dissatisfied tourists, satisfied tourists showed a significantly higher
perception towards the service quality of Pattaya.

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