Application of the SERVQUAL model in the tourism industry across hospitality, travel, and destination management sectors

Abstract

This study critically examines the application of the SERVQUAL model in evaluating service quality within the travel and tourism sector. While SERVQUAL is widely used in service industries, its relevance and adaptability in varying tourism contexts have not been sufficiently explored. This gap is particularly significant given the influence of cultural variability and evolving service environments. The objective of this study is to assess how the five dimensions of SERVQUAL, namely reliability, assurance, tangibles, empathy, and responsiveness, affect customer satisfaction and loyalty across different segments of tourism, including destination management, hospitality, travel agencies, and tour operations. A qualitative review method was employed to synthesize empirical findings from multiple studies. The results reveal that each tourism sector prioritizes different dimensions depending on the nature of the service environment. For example, adventure tourism emphasizes assurance and reliability, whereas empathy is more valued in resort and cultural tourism settings. The study also identifies emerging challenges such as technological changes and cultural diversity that influence interpersonal service interactions. These findings affirm the continued usefulness of SERVQUAL while highlighting the importance of contextual adaptation and integration with digital models in international tourism research and practice.

Keywords: Customer satisfaction; qualitative review; service quality; SERVQUAL; tourism management.