sets in the dependence relationship. The first dependent variate
containing only one dependent variable—change in sales—has a
variance of 48% with canonical loading of 2 0.69. Canonical loadings
of the independent variables ranged from 2 0.82 to 2 0.55. The first
canonical function suggested that change in sales had a positive and
significant relationship with changes in prestige, service delivery, and
facilities and surroundings. The second dependent variate had a high
shared variance of 74% among the three dependent variables. In the
second canonical function, a positive relationship was also found
between the independent and dependent variates and indicated that
changes in occupancy, average daily room rates, and sales were
strongly associated with improvements in hotel employees and
facilities and surroundings.
CONCLUSIONS
The study was undertaken to investigate the perceived impacts of an
official hotel rating system—the Thailand Hotel Standard—on hotel
service quality. The demographic profile of hotels sampled showed that
most hotel respondents were independently operated business hotels or
resorts, ranging from small to medium in size, and mostly in business
less than 20 years. The Foundation for Standard and Human Resource
Development in the Service and Tourism Industry or other relevant
organizations need to encourage these hotels to participate in the
rating system. The major concern of these small and medium-sized
independent hotels is constraint in financial resources (Vallen &
Vallen, 2005); therefore, guidance to service quality management
under revenue and cost control can be very helpful.
Most respondents were aware of the Thailand Hotel Standard as
the only national hotel rating system in Thailand and showed strong
interest, even though a significant number of hotels never applied.
The Foundation for Standard and Human Resource Development in
the Service and Tourism Industry and its regional representatives can
take a more proactive role to promoting and encouraging hotels and
similar establishments to be part of the hotel rating system. For
example, the Foundation may offer service quality improvement
programs or workshops to hotels with an intention to apply. This can
generate stronger interest in the hotel standard and signifies a