การพัฒนาการให้บริการของธุรกิจรีสอร์ตที่เป็นมิตรกับสิ่งแวดล้อม: แนวทางจากเสียงสะท้อนของลูกค้า

The objectives of this research wereto 1) analyze positive and negative customer feedback in regard to the services of environmental friendly resortsby categorizingthem in to major themesand 2) to analyzethe negative feedback by categorizing them into subjective and objective feedback. The data werecollectedfrom 24 resorts from Trip Advisor andanalyzedcustomerfeedback as well as employedcontent analysis and descriptive analysis to present the findings in terms of frequency and percentage. The research results showedthat 1) most positive and negative feedback of environmental friendly resorts wererelated to employees, guest rooms and food &beverage, and2) in terms oftheanalysis of subjective and objective feedback, it’showedthat theobjective feedbackwerelikely to be in the forms of describingthe events/situations or service mistakes. This type of feedback wasmore reliable and clearer than the subjective feedback. Meanwhile, the subjective feedbackwaslikely to be based on customer emotions or feelingsrather than the fact-based information.Resort practitioners may apply the knowledge from this research to further improve their services as well as to promote thesustainability in terms of economics and environment.

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