Closing the gaps: service quality in sport tourism

Abstract

Draws on the extant literature in the areas of services marketing, sport tourism and service quality to present a range of concepts and models that have utility in heightening management’s appreciation of the complexities of achieving service quality in a sport‐tourism context. Emphasis is placed on the multidimensional nature of the issues involved. Generic service and quality concepts and models are tailored to sport tourism through a range of examples. More in‐depth illustrations are provided by case material relating to Club La Santa, which is located on the northern coast of Lanzarote. Marketed as “the world’s leading sport and leisure resort”, La Santa offers all‐year‐round training and leisure facilities for national and international standard sportsmen and women, as well as less competitive visitors who merely seek exercise and relaxation. The managerial implications of the issues are discussed.