Abstract
The importance of service quality for tourism and hospitality businesses is gaining tremendous attention. In order to provide quality service to the customers, knowledge of their service quality expectations is considered very important. This study applied the service quality expectation (ECOSERV) scale to investigate the service quality expectations of tourists visiting Cheju Island in southwest Korea. The findings reveal that the service quality expectations of these tourists were moderate, and a hierarchy of service dimensions was evident. It shows that these tourists tend to expect more of those services that are courteous and informative, and convey a feeling of trust and confidence. In addition, local cultural influence was considered more important than environmentally friendly facilities.
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