Using SERVQUAL Method to Assess Tourist Service Quality by the Example of the Silesian Museum Established on the Post-Mining Area

Abstract

The increasing role of the tourism industry in the global economy and the growing competition makes it necessary to ensure constant performance and continually improve quality. The paper draws attention to the necessity of conducting research on tourist attraction quality also in post-industrial areas which have become attractive tourist sites. It is emphasised that industrial tourism is a new yet quickly developing phenomenon in Poland, which compels managers to differentiate their service range and improve quality standards. The paper employs the SERVQUAL (SERvice QUALity) method to assess the quality of tourist services as a theoretical instrument to measure overall visitor satisfaction. The subject of the research was the Silesian Museum, which is result of reclamation and revitalisation of the inactive “Katowice” Hard Coal Mine. The article presents an empirical verification of the methodology which was modified for the purposes of the research subject. The Museum is considered to be one of the most important cultural centres and a crucial element of the social life of the Silesia region where mining activity has been carried out for centuries. Thirty young people from different continents participated in the survey. The results demonstrated that the expectations of the visitors were not met in three cases only which suggests a very high quality of the Silesian Museum. Moreover, the presented results show increasing capabilities and opportunities to maintain a high quality of services in the studied facility. The findings indicate that the appropriately modified SERVQUAL methodology is a valuable and simple tool to evaluate visitor satisfaction. The results of the evaluation of the Silesian Museum services will be presented to the facility managers. Further research will be carried out after the improvement and implementation of the next stage of the Museum’s development.