Differences in Expectations and Perceptions Between Hospitality Providers and International Customers: The Case of Korean and Japanese Group Tourists in Thai Hotels

Seong Seop Kim, Statia Elliot, Chun Hung Roberts Law, Kaye Kye Sung Chon

Research output: Journal article publicationJournal articleAcademic researchpeer-review

4 Citations (Scopus)


The aim of this study is to ascertain, in an international tourism context, whether there are cultural discrepancies between hotel employees who have been educated and trained in a host country, and guests who have traveled to that country, given that each group is imbued with their own national culture. The findings indicate that not only do Thai frontline hotel employees have different expectations about the behavior of Japanese and Korean customers, but that the expectations of both customer groups concerning their own behavior differ from those of Thai employees. A significant gap was found in perceptions of actual behavior between the international customers and hotel staff, suggesting that cultural discrepancies are indeed present, but also vary by ethnicity. The scale of the discrepancy between Thai employees' perceptions of Japanese tourists' behavior, for example, was larger than in the case of the Korean customers. Comparison of the expectations of the two international customer groups also revealed strong differences.
Original languageEnglish
Pages (from-to)121-149
Number of pages29
JournalInternational Journal of Hospitality and Tourism Administration
Issue number2
Publication statusPublished - 1 Jan 2014


  • customers
  • expectation
  • hotel
  • perception
  • service
  • Thai

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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