Development of a Training Curriculum to Enhance Service Excellence for Chinese Tourists in Four-Star Hotels in Bangkok
Keywords:
Training Program, Service Excellence, Chinese Tourists, 4 Star HotelAbstract
This academic article aims to propose a training curriculum framework for four-star hotels to meet the service excellence expectations of Chinese tourists. The study employed documentary analysis and synthesis research based on a review of related literature, research studies, and contextual data both from Thailand and abroad. The findings indicate that providing services to Chinese tourists requires in-depth understanding of culture, language, technology, consumer behavior, and customer-specific service strategies. The proposed training curriculum should cover six key areas: (1) fundamental principles of service excellence for Chinese customers; (2) Chinese language for communication to enhance service quality; (3) the use of technology to elevate service excellence; (4) practical service skills tailored for Chinese customers; (5) transforming problems into customer satisfaction; and (6) service strategies to create impressive experiences for Chinese customers. The curriculum encompasses knowledge, skills, and attitudes of personnel in a systematic manner. The main recommendation is that four-star hotels should develop specialized training programs aligned with the characteristics of the target tourist segment, especially Chinese tourists, to enhance staff competencies in delivering professional service and creating lasting impressions that foster customer loyalty.
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