Abstract
The main objective of this study is to contemplate theawareness of entrepreneurs of sightseeing bus services as usedby Thai travelers for private group tours and field trips throughfour considerations including 1) provision of convenient and safebuses; 2) provision of customer service satisfaction; 3) provisionof experienced and well-behaved bus drivers; and 4) provisionof bus services under travel safety. The study was carried outthrough interviews with 25 bus company representatives andfound that factors which were raised the highest priority byentrepreneurs are provision of bus drivers having a valid drivinglicense matching the vehicle type according to law and theprovision of regular bus cleaning service. While a factor relatedto the provision of auto massage seats for relaxation wasoverlooked by all respondents. Moreover, the research teamclassified factors into 5 groups from A to E (highest to lowestawareness) using clustering analysis possibly making it easierto develop policy interventions appropriate with awareness ofeach entrepreneur group.
