Chapter 7 A Conceptual Framework of Commercial Hospitality: Perception of Tourists in Thailand and Switzerland

This study conceptualizes commercial hospitality in the form of a conceptual framework, which it operationalizes by means of a questionnaire. A survey using this questionnaire was conducted in Switzerland and Thailand in order to investigate tourists’ levels of satisfaction with commercial hospitality in Switzerland and Thailand and to assess the conceptual framework. The questionnaire was filled in by 1001 tourists in both countries, 601 in Switzerland and 400 in Thailand. The results suggest that tourists in Switzerland are more satisfied with the hospitality in the context of tourism service than tourists in Thailand. The results also serve as an indication that the questionnaire used in this study is able to uncover cultural differences in hospitality in a tourism service context. It is assumed that domestic tourists are accustomed to local practices and are therefore more critical in assessing tourism employees’ hospitality skills and behavior.