Measuring the service quality of Indian tourism destinations: an application of SERVQUAL model

Abstract

The issues surrounding the measurement and provision of service quality at tourist destinations are becoming increasingly important to both academicians and tourism planners. This research study applies the SERVQUAL measurement instrument to evaluate the tourism services at ten Indian tourist destinations visited by foreign tourists and provide evidence of where specific service improvements were needed to enhance the competitiveness of the destination(s). The research sample consists of 1,855 visitors. The 22-item SERVQUAL standard questionnaire has been used, with each item classified based on five quality-assessment dimensions. Tourists' expectations of service were obtained on first attendance at the destination. Tourists' perceptions of service received were obtained on completion of visit. Perceptions and expectations are then compared to identify where the largest service gaps exist. The study indicates that SERVQUAL instrument has a useful diagnostic role to play in assessing and monitoring service quality in tourist destinations, enabling tourism planners to identify where improvements are needed from the tourists' perspective.