Font Size: 

It is evident that foreign tourist markets have brought in a significant amount of revenue to Ayutthaya and Thailand. The tourism activity has greatly contributed to the economic system of Ayutthaya, as well as the country. Therefore, in order to attract more foreign visitors to visit, there is a need to understand the level of the service quality delivered at the tourist attractions, it is suggested that the service quality is an important indicator to the success of a tourist destination. In order to understand the service quality which has a direct relationship with visitors’ satisfaction, it is beneficial to conduct this research. The researcher has studied on the level of foreign visitors’ expectations and experiences based on the application of the HISTOQUAL model (Frochot & Hughes, 2000) on the 5-Point Likert Scale. After that, the means of the expectations and experiences of each item in the model were compared and analyzed in accordance with the Expectancy Disconfirmation Theory (EDT) (Oliver, 1980) to verify their satisfaction. The EDT has been used to analyze the customer’s satisfaction from the difference of visitors’ expectations and experiences of the perceived services. However, in this paper, the researcher has focused only on the Responsiveness dimension in the HISTOQUAL. This dimension focuses on the efficiency of staff at the tourist sites, their ability and their willingness to assist tourists. There are eight items under this dimension. Some of the results show that visitors highly expected that staff should always be courteous, the mean score is 4.00. But, according to the mean score of their experiences (3.76), it can be stated that what they experienced did not meet their expectation. Therefore it can be summarized that they were not satisfied with the courteousness of people in the HCA. However, it is found that they were satisfied with operation hours of the sites and the ability to explore the sites freely.