Impact of Service Quality on Tourist Satisfaction: A Case of Sri Lankan Hotels

Abstract

The purpose of the study is to investigate the impact of service quality on tourist satisfaction in the hotel industry in Sri Lanka with reference to ABC hotels. In recent years, the hotel industry in Sri Lanka has become highly competitive and challenging. The SERVQUAL model has been applied to detect the quality improvement areas on tourist satisfaction based on five dimensions such as tangibility, reliability, responsiveness, assurance, and empathy. Data were collected from 376 respondents which consisted of 34 five-point Likert scale questions, using a stratified random sampling technique. The multiple regression analysis was run to establish the model and the model fit. Results indicated that all five dimensions of service quality had a significant impact on tourist satisfaction. The findings help managers of Sri Lankan hotels to identify the service quality areas that need to be improved and assist in related decision making to enhance tourist satisfaction.