Assessing the impact of perceived destination-based service quality on tourist satisfaction and destination loyalty using TOURQUAL protocol

Abstract

The literature on travel and tourism study divulge an abundance of studies on destination and tourist satisfaction. However, the impact of perceived destination-based service quality on tourist satisfaction and destination loyalty has not been thoroughly investigated, particularly considering the diverse and dynamic nature of destinations. The purpose of the study is to gain a deeper understanding of perceived destination-based service quality using a quantitative approach and to understand the impact of the same on tourist satisfaction and destination loyalty. The study hinges on the existing measurement model of service quality namely SERVQUAL. Further the TOURQUAL protocol developed by Mondo (2014) was used to identify the variables of perceived destinationbased service quality. In-depth interviews were conducted with destination travelers’ and others to identify the admissible dimensions of destination-based service quality which were subsequently tested for reliability and validity. A five dimensional model of perceived destination-based service quality was developed. The model was found to have predictive capability of tourist satisfaction and destination loyalty. The binary effect of the service quality model and tourist satisfaction confirmed prediction of destination loyalty on the factors of repeat visitation and advocacy. Based on the findings, specific recommendations have been made for tourism marketing organization.