ABSTRACT. This study investigates the relationship between the
hotel rating system, service quality improvement, and hotel
performance changes in Thailand. A total of 306 hotel managers
participated in the study and shared their perceptions of the
impacts of the Thailand Hotel Standard on hotel service quality
improvement. Four dimensions in service quality improvement were
identified: service delivery, hotel employees, guest facilities and
surroundings, and prestige. The four dimensions of service quality
improvement were not significantly associated with hotels’ star
levels. The canonical correlation analysis found two significant
relationships between service quality improvement and changes in
hotel performance.