Service Quality In Tourism Essay

2.4 DIMENSIONS OF SERVICE QUALITY IN TOURISM SECTOR FROM THE CUSTOMER PERSPECTIVE

The above-mentioned studies, however, did not focus on tourism destinations. The core purpose of all organizations in the tourism industry is to serve the tourist, whether he is international or domestic one. The contemporary tourist expects quality and will not settle for anything else. To attract and retain customers, the organization must attain and maintain a stable level of service quality (O’Neill & McKenna, 1994). Despite the development across service quality measurement, there was no consensus about the variables of quality in the tourism industry. In his studies (Gronroos, 1984) stated that in order to maintain and deliver the level of quality; the organization

Furthermore, Zeithaml and Bitner (1996) identified two dimensions to measure behavioral intention. Favorable intentions means the customers will spread a positive word-of-mouth, repurchase intention and loyalty (Ladhari, 2008; Zeithaml and Bitner, 1996), while unfavorable behavioral intention tends to spread a negative word-of-mouth and conveys their negative experiences to other customers and intention to switch to competitors. Indeed, clients who are highly satisfied with a destination they continue dealing with the service provider and send positive messages to other people. Prayag in his research in tourism area stated that favorable intensions symbolize loyalty (Prayag, etal; 2013). Destination loyalty is the central concept and one of the most important outcomes of product/service quality in tourism destinations. Previous literatures have not explored tourists’ perceptions on the service quality and tourists’ destination loyalty in developing countries tourism business environments (Moon et al., 2011; Demir, 2013). These studies reflect the logic that a customer relates the level of a destination loyalty to the provided level of service quality. Thus, the present research aims to examine the effect of destination quality of tourism sites on tourists’ behavior intentions through satisfaction as a moderator. Past

Tourist’s previous visits or experience to a destination was one of the commonly socio-demographic characters investigated in recent studies. Chi (2012) ensured that previous visits had a moderating effect on the relationship between tourist satisfaction and destination loyalty. The main objective of this study was to examine the relationship between tourists’ perceptions of the quality of tourism destinations in Cairo, their satisfaction and future behavioral intentions. In addition, this study examined the effect of previous visits to tourism destinations in the city of Cairo moderated the relationship between destination quality, satisfaction and behavioral