Tour Bus Literature Review

2.1 INTRODUCTION

This chapter presents the literature review which explains on independent variables and dependent variable of the research which is the tourist satisfaction on service quality of tour bus. The tangible and assurance are the two variables that affect the tourist satisfaction.

2.2 SERVICE QUALITY

Vatanavongs Ratanavaraha, Sajjakaj Jomnonkwao, Buratin Khampirat, Duangdao Watthanaklang and Pawinee Iamtrakul (2016) stated that service quality involves customer perception of service quality based on a comparison of their desires or expectation and the actually received service. People from different countries have a different concern of service quality (Jui-Chi Chang, 2008). He added that the importance and perception of service

In hotels, for example, the traditional core tourism product is the accommodation facility, this is substantially enriched by tangible elements. For the tour bus, bus seats, bus design or bus feature are part of the tangible product.

Tour bus design is one of the tangible product that affects passengers’ satisfaction. Pandit (2016) stated in the journal that few features of vehicle design such as easy entry and exit facility, ability to control the inclination of the seat back can affect passengers’ satisfaction.

Another tangible element in the tour bus is bus condition. Based from Oxford Dictionaries, condition means the state of something with regard to its appearance, quality or working order. According to Islam, Chowdhury, Sarker and Ahmed (2014), quality of bus services such as bus condition can affect passengers’ satisfaction. The commuters of Bus services provided by High Bay Racking (HBR) in UUM, Sintok, Kedah reported that the quality of the bus services that has deteriorated might result to lower customers’ satisfaction.

2.5

Their focus largely involves safety and emergency oriented conduct by the tour guide, being reminded of safety measures in the hotel, the driver’s profession and steady driving speed. Hence, these tourists expect competent delivery from the tour guide to solve or minimize their problems.

Furthermore, there was a study conducted that asked the primary role of tour guide which is maintaining control of the group, disseminating information, efficiently getting people to as many sights as possible, teaching history and representing a city in a favorable way (Zenaida L.Cruz, 1999).

A part from that, bus drivers also play an important role during the bus tour. Ignacio Farias ( ) mentioned that drivers need to explain that driving tour buses are dissimilar from driving normal buses since they have to paying close attention what guide is talking about and drive according to the guide’s style.

Farias added that there must be a coordination on timing between tour guides and bus drivers regarding driving speed and routes. Tour guides need to communicate with the drivers about driving speed, routes and suggesting where or when to start again. Such communication will help in showing the credibility of the tour guides and bus drivers to the