Green Service Quality Management Strategy of Hotel Business in Thailand

抄録

This study aims to explore the green service quality management strategy of the hotel business in Thailand. Data were collected using questionnaires from a total sample of 252 general managers or marketing managers working for hotels which are members of Thai Hotels Association. According to the results of the study, the confirmatory factor analysis revealed that the hypothesized model was consistent with the empirical data, with a Chi-square value of 84.71, p-value of 0.051, Chi-square to degrees of freedom ratio (Chi-square/df) of 1.303, Comparative Fit Index (CFI) of 0.991, Normed Fit Index (NFI) of 0.962, Goodness-of-Fit Index (GFI) of 0.961, Adjusted Goodness-of-Fit Index (AGFI) of 0.919, and Root Mean Square Error of Approximation (RMSEA) value of 0.035. The findings showed that environmental determination, orientation ethics, and capabilities for creative transformation positively influenced green service quality management strategy. Furthermore, green service quality management strategy significantly impacted productivity reaction and organizational performance. These findings emphasize the importance of integrating green initiatives in hotel services. The study concludes that adopting environmentally friendly practices contributes to competitive advantage and long-term sustainability. Future research may benefit from international comparative studies to better understand global practices in green service management.