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Measuring Service Quality of Rural Accommodations

Author

Listed:
  • 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)

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.

Suggested Citation

  • Hyunsuk Choi & Saehya Ann & Kwang-Woo Lee & Duk-Byeong Park, 2018. "Measuring Service Quality of Rural Accommodations," Sustainability, MDPI, vol. 10(2), pages 1-15, February.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:2:p:443-:d:130869
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    References listed on IDEAS

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    Cited by:

    1. Suzana Markovic & Jelena Kljaic Šebrek, 2020. "Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 215-227.
    2. Dr.Nirmala J & Mr Abishek D M, 2022. "Qualitative Analysis of Business Service Gap in the Precinct of Hotel Industries," Post-Print hal-03704676, HAL.
    3. Sercan Hatipoglu & Erdogan Koc, 2023. "The Influence of Introversion–Extroversion on Service Quality Dimensions: A Trait Activation Theory Study," Sustainability, MDPI, vol. 15(1), pages 1-19, January.
    4. Tamara Gajić & Filip Đoković & Ivana Blešić & Marko D. Petrović & Milan M. Radovanović & Dragan Vukolić & Marija Mandarić & Goran Dašić & Julia A. Syromiatnikova & Andrej Mićović, 2023. "Pandemic Boosts Prospects for Recovery of Rural Tourism in Serbia," Land, MDPI, vol. 12(3), pages 1-20, March.
    5. Suzana Markoviæ & Jelena Kljaiæ Šebrek, 2020. "Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 13(2), pages 215-227.
    6. Hyun No Kim, 2018. "The Economic Valuation of Change in the Quality of Rural Tourism Resources: Choice Experiment Approaches," Sustainability, MDPI, vol. 10(4), pages 1-17, March.

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