旅游服务质量及其对游客满意度的影响外文文献.docx

旅游服务质量及其对游客满意度的影响外文文献.docx

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旅游服务质量及其对游客满意度的影响外文文献

文献信息

标题:

ServiceQualityanditsImpactonTouristSatisfaction

作者:

Al-Ababneh,Mukhles

出版物名称:

InterdisciplinaryJournalofContemporaryResearchInBusiness

卷:

4

期:

12

页:

164-177

页数:

14

出版年份:

2013

年份:

2013

出版商:

InstituteofInterdisciplinaryBusinessResearch

出版物地点:

Belleville

出版物主题:

BusinessAndEconomics

ISSN:

20737122

ServiceQualityanditsImpactonTouristSatisfaction

Al-Ababneh,Mukhles

Abstract

Thisstudyaimstoassesstourists'perceptionstowardsqualitytourismservicesprovidedatPetrahistoricalsite,andtomeasuretouristsatisfactionbyexaminingtheimpactofqualitytourismproductonoveralltouristsatisfaction.Inthisstudy,fourhypothesesweredevelopedareproposedastudymodel.Theempiricaldatawerecollectedfromtouristsviaasurveythatyielded180usablequestionnaires,thesedatawereanalysedusingaseriesofmultipleregressionstodeterminetherelationshipbetweenservicequalityandtouristsatisfaction.Thefindingsconfirmedthatservicequalitydirectlyimpactedtouristsatisfactionthroughoutdestinationfacilities,destinationaccessibilityanddestinationattraction.Asaresult,thisstudyarguedthatthereisasignificantimpactoftheservicequalityontouristsatisfaction,andthereforeservicequalityplaysanimportantroleintourismbyincreasingtheleveloftouristsatisfaction.Theresultsinthisstudysupportedtheevidencethattherearepositiveimpactsofcomponentsoftourismproductontouristsatisfaction.Thisstudyprovidedsometheoreticalandmanagerialimplicationsbasedonthefindingstoacademiciansandtourismsector,theresearcherpresentedrecommendationsforfurtherstudiesandhediscussedthemainlimitationsinthisstudy.

Keywords:

ServiceQuality;TouristSatisfaction;Tourism;PetraandJordan.

Introduction

Tourismisoneofthetopandfastestgrowingsectorsintheworld;itplaysaveryimportantroleintheeconomyandstimulatedthegrowthofothereconomy（OsmanandSentosa,2013）.TheTravelandTourismindustryhasoutperformedtheglobaleconomyin2012,itgrowingfasterthanmanufacturing,retail,financialservicesandcommunications.TheindustryhasgrownitstotalcontributiontoGDPby3%andincreasedthenumberofjobsbyfivemillionto260million,andthereforeonein11ofalljobsintheworldarenowsupportedbyTravelandTourism.Morethan10%ofallnewjobscreatedin2012werefromtheindustry.AccordingtotheWorldTravelandTourismCouncil'seconomicresearch,in2012,TravelandTourism'stotaleconomiccontributionwasUS$6.6trillioninGDP.Thiscontributionrepresents9%oftotalGDP（WTTC,2013）.

InJordan,tourismplaysanimportantroleinthenationaleconomyandcontributeshighlytothecountry'sGDPcomparedwiththeothersectors.Tourism'scontributiontotheJordanianeconomywasestimatedtobeUS$3.4billionandaccountsforapproximately12.4percentofthecountry'sGDPin2010.ItprovidestheJordanianeconomywithhardcurrencyandcreatesnewjobs.ThetourismsectorisapromisingsectorinJordanduetoJordanbeingconsideredasanattractivecountryfortouristsintheworldforreasonssuchasthediversityofnature,thedeep-rootedculturalheritage,andthecountry'spoliticalstability.Inaddition,Petrabecameoneofthe"SevenWondersoftheWorld"in2007,andthatattractsmoretouristsfromaroundtheworld.Jordanhadbeenvisitedbymorethan8.25milliontouristsin2010whichanincreaseof16.5%from2009whichwasabout7.08milliontourists.Thetourismstatisticsbetween2006and2010indicatethatthetourismsectorinJordanisgrowingrapidly.Hence,thetourismincomein2010hasincreasedby65%from2006whichwasaboutUS$2.06billion（JordanianMinistryofTourism,2013）.Jordanisadestinationwithmanyiconictouristattractions,suchasPetra,WadiRum,Jerash,andtheDeadSea.TourismisofvitalimportancetothenationaleconomyofJordan.ItistheKingdom'slargestexportsector,itssecondlargestprivatesectoremployer,andit'ssecondhighestproducerofforeignexchange（Othman,2010）.

Servicequalityisconsideredasastandardusedtoassesstheeffectivenessofaparticularleisureserviceagency,includingthetourismservicesector（Godbey,1997）,andthereforethequalityofserviceinvolvedwithtourismplaysanimportantroleintheprocessofdelivery（Wyllie,2000）.Further,thequalityofserviceinfluencedcustomers*imagethathadaneffectontheprocessfromexpectedqualitytoperceivedquality（Prabaharanetal.,2008）.Customersatisfactioncanalsobedefinedassatisfactionbasedonanoutcomeoraprocess（Vavra,1997）.Tourismisarguablyoneofthelargestself-initiatedcommercialinterventionstocreatehappinessontheentireplanet（Pearce,2007）.Happinessisdirectlyrelatedtosatisfaction,andthereforeoverallhappinessishighlylinkedtosatisfactioninleisuretravelsector（Glatzer,2000）.Themajorityoftouristshaveexperienceswithdestinations,andtheirperceptionsareinfluencedbycomparisonsamongfacilities,attractions,andservicestandards（Laws,1995）.Thestudywillpresentandtestthreemaindimensionsoffactorsaffectingtouristsatisfaction,andtheyare:

destinationfacilities,destinationaccessibilityanddestinationattraction.ThepurposeofthispaperistomeasurethequalityoftourismservicesanditsimpactontouristsatisfactioninPetra.

Literaturereview

ServiceQuality

Servicequalityisdefinedaswhatthecustomergetsoutandiswillingtopayfor"ratherthan"whatthesupplierputsin（Ducker,1991）.Insomeearlierstudies,servicequalityhasbeendefinedtotheextentwheretheservicefulfilstheneedsorexpectationofthecustomers（LewisandMitchell,1990;DotchinandOakland,1994）.WhileZeithamletal.（1996）hasconceptualizedservicequalityastheoverallimpressionofcustomerstowardstheserviceweaknessorsupremacy.Thereforeservicequalityfrequentlyhasbeenconceptualizedasthedifferencebetweentheperceivedservicesexpectedperformanceandperceivedserviceactualperformance（Bloemeretal.,1999;Karaetal.,2005）.

Parasuramanetal.（1988）introducedtheSERVQUALmodeltomeasureservicequalityincluding22itemsinfivedimensions:

reliability,tangible,responsiveness,assurance,andempathy.Thesedimensionshavespecificservicecharacteristiclinktotheexpectationofcustomers.TheSERVQUALscalewasdevelopedinthemarketingcontextandthiswassupportedbytheMarketingScienceInstitute（Parasuramanetal.,1986）.Eventhoughthismodelasaninstrumenthasbeenusedinvariousstudiesinacrossindustries,theSERVQUALhasreceivedmanycriticismsfromotherscholars（e.g.,CroninandTaylor,1992;Brownetal.,1993）.However,therearemanyresearchersopposedtheuseofSERVQUALtomeasureservicequalityduetotheindustrycharacteristicsdifferences.OtherpreviousresearchesconfirmedthatSERVQUALinstrumentisapplicableintourismindustry（FickandRitchie,1991;Yuanetal.,2005;ShaikhandKhan,2011）.

MedlikandMiddleton（1973）notedthat'thetouristproductistobeconsideredasanamalgamofthreemaincomponentsofattractions,facilitiesatthedestinationandaccessibilityofthedestination*.Inotherwords,thetouristproductis'notasairlineseatorahotelbed,orrelaxingonasunnybeach...butratheranamalgamofmanycomponents,orapackage'.While,MiddletonandClarke（2001）indicatedthattherearefivemaincomponentsintheoverallproduct,andtheyare:

destinationattractionsandenvironment,destinationfacilitiesandservices,accessibilityofthedestination,imagesofthedestination,andPricetotheconsumer.

1.Destinationattractionsandenvironment

Thesearethecomponentelementswithinthedestinationthatlargelydeterminetourists*choiceandinfluencetheirmotivationstovisitthatdestination.Theyinclude:

Naturalattractions:

landscape,seascape,beaches,climate,floraandfaunaandothergeographicalfeaturesofthedestinationanditsnaturalresources.Builtattractions:

buildingsandtourisminfrastructureincludinghistoricandmodemarchitecture;monuments;promenades,parksandgardens,conventioncentres,marinas,skislopes,industrialarchaeology,managedvisitorattractionsgenerally,golfcourses,specialityshopsandthemedretailarea.Culturalattractions:

historyandfolklore,religionandart,theatre,music,danceandotherentertainment,andmuseums.Socialattractions:

wayoflifeandcustomsofresidentorhostpopulation,languageandopportunitiesforsocialencounters.

2.Destinationfacilitiesandservices

Thesearethecomponentelementslocatedinthedestination,whichmakeitpossibleforvisitorstostayandtoenjoyinthatdestination.Theyinclude:

Accommodationunit:

hotels,holidayvillages,apartments,villas,campsites,caravanparks,hostels,condominiums,farms,guesthouses.Restaurants,barsandcafe's:

rangingfromfast-foodthroughtoluxuryrestaurants.Transportatthedestination:

taxis,coaches,carrental,cyclehire.Sports/interestactivity:

skischools,sailingschools,golfclubsandspectatorstadiums;centresforpursuitofartsandcraftsandnaturestudies.Otherfacilities:

languageschools,healthclubs.Retailoutlets:

shops,travelagents,souvenirs,campingsupplies.Otherservices:

informationservices,equipmentrental,tourismpolice.

3.Accessibilityofthedestination

Thesearethecomponentelementsincludingprivateandpublictransportaspectsoftheproductthatdeterminethecost,speedandconveniencewithwhichatravellermayleavehisplaceofresidenceandreachachosendestination.Theyinclude:

Infrastructure:

ofroads,carparking,airports,railways,seaports,inlandwaterwaysandmari