Comparative Analysis of Agritourism Service Quality for Domestic and Foreign Tourists in Kerala: A SERVQUAL Approach

Abstract

Aims: The article aimed to measure the quality of services offered at the agritourism centre to ensure the operational effectiveness of centres as well as the tourist satisfaction. The study uses the SERVQUAL model, which assesses dimensions such as tangibles, reliability, responsiveness, assurance, and empathy, to identify the strengths and weaknesses in service delivery in Kerala's agritourism sector. Understanding these differences is critical for tailoring experiences to meet the diverse expectations of both domestic and foreign visitors [1]. Objective: Analyse the Service Quality for Domestic and Foreign Tourists at Agritourism centres. Methodology: Primary survey was conducted among 150 domestic tourists and 150 foreign tourists who visited agritourism centres in Kerala using pre tested structured questionnaire. Results: The service quality analysis shows the highest satisfaction level of domestic tourists and lowest satisfaction level of foreign tourists towards the overall services provided at the agritourism center. The analysis revealed a lack of efficient signage boards, lack of trained guides and lack of accessibility features for disabled individuals at the agritourism destinations. Aside from these areas, the services demonstrated a higher level of performance. Neglecting these aspects will results in various negative outcomes, affecting tourists’ satisfaction and overall efficiency. Signage boards at agritourism destinations offer essential directions, enhance the overall visitor experience, and ensure both safety and accessibility. By focusing in clear, informative, and thoughtfully designed signs, agritourism destinations can boost visitor satisfaction, enhance their operations, and achieve success in a competitive market. The presence of trained guides will also enhance the tourists experience by ensuring safety, delivering valuable educational content, boost operational efficiency, provide personalized customer service, and support cultural and community engagement. Investing in well-trained guides enables agritourism destinations to improve the quality of their services, create memorable and rewarding experiences for visitors. Prioritizing the disability-friendly practices will play a key role in shaping a welcoming, inclusive, and successful industry that serves all individuals equitably. Conclusion: The study identified the quality gaps that experienced by the tourists at agritourism centres. Upholding high service quality in agritourism destinations is crucial for ensuring visitor satisfaction, gaining a competitive advantage, managing reputation, and maximizing both economic and community benefits [2]. Ultimately, high service quality will become the key driver of growth and prosperity for agritourism destinations.