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Service Quality Measurement in Rural Tourism: Application of RURALQUAL Model

Author

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  • Suzana Markovic

    (University of Rijeka, Faculty of Tourism and Hospitality Management, Croatia)

  • Jelena Kljaic Šebrek

    (WYG Consulting Ltd, Croatia)

Abstract

The purpose of this paper is to evaluate service quality and its relation to customer satisfaction, trust, and behavioural intentions of rural tourismby applying themodified RURALQUAL model derived from the original SERVQUAL model. The survey was conducted on a sample of 307 rural tourists in Croatia. A Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied in order to analyse the relationship between the measured constructs. The modified RURALQUAL model has been proven as a reliable and valid multidimensional scale that includes 27 items divided into 5 dimensions. Results indicate that there is a significant positive relationship between Service quality and Satisfaction as antecedents to Loyalty. The role of Trust as amediator between Satisfaction and Loyalty has been proven, but itsmediation power is rather small. Research results indicate that rural tourism managers and owners paidmore attention to the tangible service quality elements, but in order to improve overall tourist experience in the future, they should pay more attention to the intangible service quality elements. The modified RURALQUAL instrument should be periodically used as a tool by practitioners and managers for the future development of rural tourism.

Suggested Citation

  • 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.
    • Handle: RePEc:prp:jattij:v:13:y:2020:i:2:p:215-227
    DOI: 10.26493/2335-4194.13.215-227
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    References listed on IDEAS

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    1. Babakus, Emin & Boller, Gregory W., 1992. "An empirical assessment of the SERVQUAL scale," Journal of Business Research, Elsevier, vol. 24(3), pages 253-268, May.
    2. Suzana Marković & Sanja Raspor Janković, 2013. "Exploring the relationship between service quality and customer satisfaction in Croatian hotel industry," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 19(2), pages 149-164, December.
    3. Chatzigeorgiou, Chryssoula & Simeli, Ioanna, 2017. "Perception of service quality in agrotourism accommodations: Impact on guest loyalty and re-visit intentions," MPRA Paper 87914, University Library of Munich, Germany.
    4. Ivo Grgić & Lari Hadelan & Stjepan Krznar & Magdalena Zrakić, 2017. "Could rural tourism revitalize rural areas in Croatia?," Agroeconomia Croatica, Croatian Society of Agricultural Economists, vol. 7(1), December.
    5. 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.
    6. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, April.
    7. Almeida-Santana, Arminda & Moreno-Gil, Sergio, 2018. "Understanding tourism loyalty: Horizontal vs. destination loyalty," Tourism Management, Elsevier, vol. 65(C), pages 245-255.
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