Guidelines for Enhancing the Quality of Accommodation Services Provided by Thai Hajj Operators

Abstract

Abstract

          This study aims to explore approaches for improving the quality of accommodation services provided by Thai Hajj business operators. A mixed-methods research design was employed. The sample consisted of 400 Thai Muslim pilgrims who performed the Hajj pilgrimage in Saudi Arabia in 2024. Additionally, in-depth interviews were conducted with five executives from Hajj business operations. Descriptive statistics used included frequency, percentage, mean, and standard deviation. Inferential statistics involved multiple regression analysis, and qualitative data were analyzed using content analysis.

          The results of the research showed that 7P Marketing Mix’ This affects the improvement of the quality of Hajj services of Hajj operators. Significantly at the statistical level of 0.05 Ethics and leadership of entrepreneurs affect the improvement of the quality of Hajj services of Hajj operators. It was found that the ethics of entrepreneurs and leadership It has a significant value of 0.000, affecting the improvement of the quality of Hajj services of Hajj operators. The results of the qualitative analysis show that the management is worried about the cost of the trip because the price of products is currently higher and most of the executives are always improving and developing their own business to be modern and able to accommodate customers