SERVQUAL Model Applied to Service Quality and Tourism Hospitality Assessment in Tabriz city

SERVQUAL Model Applied to Service Quality and Tourism Hospitality Assessment in Tabriz city

Successful tourism business demands efficient systems of tourism hospitality and it is believed that in tourism destination management, maximizing travel satisfaction is crucial for a successful business. Current research aims to assess the service quality and hospitality of tourism industry and comparing with SERVQUAL Model in Tabriz city. For this goal, the service quality and hospitality was assessed based on outcome of questioners forms filed out by national and international tourists visited Tabriz city. As first step for assessing tourism hospitality in Tabriz city, the relevant criteria were selected and data were collected. The analytical hierarchy process was applied to derive the criteria weights based on experts’ opinion and pairwise comparison matrix. According to the results accessibility is the most impartment criteria in assessing tourism hospitality of Tabriz city. The second most important criteria is also cost which refers the cost of accommodation, food as well as transport system in Tabriz city. Results also indicated that the managers should identify record and weigh up the impacts of cost-profit and be in a position to prioritize towards a quality improvement process for their own property.