SERVQUAL Model Applied to Service Quality and Tourism Hospitality Assessment in Tabriz city

Successful tourism business demands efficient systems of tourism hospitality and it is believedthat in tourism destination management, maximizing travel satisfaction is crucial for asuccessful business. Current research aims to assess the service quality and hospitality oftourism industry and comparing with SERVQUAL Model in Tabriz city. For this goal, theservice quality and hospitality was assessed based on outcome of questioners forms filed outby national and international tourists visited Tabriz city. As first step for assessing tourismhospitality in Tabriz city, the relevant criteria were selected and data were collected. Theanalytical hierarchy process was applied to derive the criteria weights based on experts’ opinionand pairwise comparison matrix. According to the results accessibility is the most impartmentcriteria in assessing tourism hospitality of Tabriz city. The second most important criteria isalso cost which refers the cost of accommodation, food as well as transport system in Tabrizcity. Results also indicated that the managers should identify record and weigh up the impactsof cost-profit and be in a position to prioritize towards a quality improvement process for theirown property.

Keywords:

Service quality and hospitality , SERVQUAL Model , Standards , Tabriz city