original variables, and its reliability coefficient is 0.99, an indication
of internal consistency. Factor 2, Hotel Employees, described the
competencies of hotel employees to deliver quality service by 11
statements in the Thailand Hotel Standard. The factor loadings were
from 0.69 to 0.82. It accounted for 22.8% of the total variance, with a
reliability coefficient of 0.98. Factor 3, Facilities and Surroundings,
represented improvement in hotels’ physical environment. The factor
of eight attributes explained 13.4% of the total variance, with a
reliability coefficient of 0.93. Factor 4, Prestige, had three attributes
related to recognitions of hotels, including receiving awards from
international contests, receiving awards from domestic contests, and
providing services to VIPs. It explained 7.5% of the total variance,
with a coefficient of 0.85.