ABSTRACT Apart from advocating conservation and revenue generation, nurturing visitors’ experience and satisfaction in protected areas (PAs) is crucial for competitive advantage. Currently, the importance of ecotourism services quality (ESQ) is gaining tremendous attention due to the growing demand for ecotourism worldwide and ever-increasing expectations from visitors. Indisputably, service quality has become an instrument for policy framework and a show map for an organization's success. Thus, this study measured the ESQ and visitor satisfaction in Bale Mountains National Park (BMNP), Ethiopia. Based on a survey of 293 international visitors, a revised ECOSERV model was proposed with 7 ESQ dimensions and 28 attributes which particularly apply in an ecotourism context. The SERVICE GAP Analysis also revealed the negative disconfirmation and, therefore, the existing ESQ is not meeting the growing visitor expectations in BMNP. Thus, park management should address the off-putting service gaps to enhance visitors’ overall satisfaction, eco-experience and increase ecotourism competitiveness.