Tourism and Travel Commons^™

Measuring The Quality Of Ecotourism Services: Case Study–Based Model Validation, Nor’Aini Yusof, Faiz Abd Rahman, Mohd Fitri Che Jamil, Mohammad Iranmanesh

Mohammad Iranmanesh

Ecotourism forms the pillar of the country’s tourism industry. Ecotourists make up more than 10% of international tourists in Malaysia. When service quality is thought of as an important factor to the success of tourism service providers, the importance of estimating service quality provided to tourists becomes apparent. Estimating service quality provides tourism service providers with the necessary information needed to manage their marketing operations appropriately. Therefore, this estimation should be performed with the right measurement scales. Despite the high volume of research on service quality (SERVQUAL) models in recent years, limited effort has been directed toward improving the tool …