A Co-Generated Analysis of Thai Homestays: Overcoming SERVQUAL Deficiencies and Sustainability Barriers

Abstract

Post-COVID-19, international travelers have brand assurance expectations that often surpass the benchmark set by the Thai Homestay Standard, leaving some operators struggling to position with Sustainable Development Goals (SDGs). Thai homestays face significant challenges due to the lack of clear transitional pathways toward sustainability and alignment with international (ASEAN) standards for 'service quality' (SERVQUAL). This study critically examines these SERVQUAL deficiencies and analyzes Thai homestays in comparison with the ASEAN Homestay Standard, using frameworks derived from SERVQUAL and the SDGs. It identifies barriers within the standards and proposes actionable tools to bridge these gaps, enabling homestays to support sustainability objectives better. Adopting a reflective and co-creative methodological approach, the research engaged a rural community in Northeastern Thailand to co-generate insights towards homestay quality. Findings show community-identified barriers across three core SERVQUAL dimensions: Tangibles, Responsiveness, and Assurance. However, external observations on SERVQUAL of homestays identified all five dimensions, including Reliability and Empathy, albeit against different items. The internal/external gaze juxtaposition suggests a precarious role of sustainability within Thai ethnic homestays. The study's novelty lies in its longitudinal fieldwork and applying a mutual gaze to embed SERVQUAL principles into homestay practices via a refined standards matrix. Findings highlight the pressing need for revisions to the Thai Homestay Standard, equipping hosts to transition effectively toward internationalization while achieving higher service quality and sustainability.