Merenje percepcije kvaliteta usluga u ruralnom turizmu Srbije primenom RURALQUAL skale

Abstract

The aim of this research is to measure the perception of services quality in rural tourism in the Republic of Serbia using the RURALQUAL scale, and to determine its factor structure as well. The research was conducted during January and February 2020, using the questionnaire technique, on a sample of 298 respondents. The findings of the descriptive statistical analysis indicate a high assessment of the perception of service quality in rural tourism in the Republic of Serbia, while professionalism and basic advantages were singled out as the most important dimensions of service quality. The assessment of the perception of the actually provided service is the lowest for the tangibility dimension. The principal components analysis singled out three factors that explain 57.87% of the variance. The principal components analysis findings, after rotation produced a clear factor structure with relatively high loading and minimal item overlap, indicating factor independence. Factors are marked as: professionalism and basic benefits; tangibility and reservation; complementary benefits and environment. Therefore, measuring the perception of service quality through the RURALQUAL scale can help owners of rural tourist lodgings in obtaining feedback on the quality service provided, in order to implement an adequate strategy to improve the quality of services in rural tourism. Research limitations are presented and recommendations for future research are given.