Measuring Service Quality of Rural Accommodations

Hyunsuk Choi, Saehya Ann, Kwang-Woo Lee and Duk-Byeong Park
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Hyunsuk Choi: Department of Tourism and Hospitality Management, School of Business, Black Hills State University, Spearfish, SD 57799, USA
Saehya Ann: Department of Hospitality, Recreation and Tourism, California State University, East Bay, Hayward, CA 94542, USA
Kwang-Woo Lee: Department of Tourism Management, Daegu University, Gyeongsan 38453, Gyeongsangbuk-do, Korea
Duk-Byeong Park: Department of Community Development, Kongju National University, Kongju 32439, Chungcheongnam, Korea

Sustainability, 2018, vol. 10, issue 2, 1-15

Abstract: The aim of this study is to examine the most important service quality factors for rural accommodations in rural tourism villages in South Korea by simultaneously utilizing Importance–Performance analysis (IPA) and gap analysis. The tabulated results were presented in a two-dimensional grid t showing the strengths and weaknesses of the tourism attributes being studied. Among the 18 items measuring the service quality of rural accommodations, there are no items identified for the concentrate quadrant. Ten items fall in the “Keep up the good work” quadrant, which indicates high performance and importance values. It also includes “the attitude of local residents”, “the attitude of the accommodation’s owner”, and “the expertise of the owner”. Management of rural accommodations in South Korea must make special efforts to maintain and improve service quality for these ten high performance and importance attributes. Gap analysis is used to illustrate how tourism operators can improve their service quality.

Keywords: rural tourism; rural accommodations; service quality; IPA; gap analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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