Tourism Satisfaction Analysis

A Study of Tourist satisfaction in Ahmedabad city within SERVQUAL dimension

Ashish Rami

Research Scholar, KadiSarvaVishvavidyalaya, Gandhinagar

Assistant Professor

Rai University, Ahmedabad

Dr. Kavita Kshatriya

Professor, NRIBM, Ahmedabad

Abstract:

Gujarat tourism has become a brand after tremendous marketing efforts by TCGL(Tourism Corporation of Gujarat Limited). Tourists’ expectations should also be fulfilled as they see in marketing tools of tourism. The study focuses on satisfaction level of tourists in Ahmedabad city. Few places are selected for the study where very less tourist visit, which gave result in finding lacking areas. For this purpose a questionnaire with five point Likert scale is applied to measure tourists’ satisfaction.

The use of perceived as opposed to actual service received makes the SERVQUAL measure an attitude measure that is related to, but not the same as, satisfaction (Parasuraman et. al., 1988). SERVQUAL being introduced by Parsauraman et al. (1988) has been adopted widely across. Initially it was a 22 item scale which later on was reduced to 5 items scale with reliability, assurance, tangibility, empathy and responsiveness (Prasuraman et al., 1991). The major service evaluation tool is SERVQUAL model, and Parasuraman etal. stated that this model could apply to various service contexts. Many tourism researchers use this model to evaluate the quality of services provided in tourism and affiliated industries (Baker & Fesenmaier 1997; Childress & Crompton 1997; Fick & Ritchie 1991; Leblanc 1992; Ostrowski, O’Brien, & Gordon 1993; Vogt & Fesenmaier

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