Service Quality in the Tourism Industry

Tourism is an economic and social significant and one of the fastest-growing sectors, but everywhere the service quality is the barrier to the competitiveness, especially in developing contexts like Uzbekistan. Although the international literature focus on tools such as SERVQUAL, certifying systems in France, VR / AR applications in the USA, and Kazumi Shimizu’s concept of “Omotenashi” cultural tours in Japan; the tourism sector of Uzbekistan has not yet fully adapted to these approaches. A number of current articles being published in Uzbekistan provide merely general assessments about tourism expansion, but do not put forward what might be termed a multidimensional approach to service quality that relates international best practice, sustainability, and technological innovation. It was the aim of this study to critically analyse the theoretical and methodological basis of service quality in the tourism industry, review global practices, and make conclusions and recommendations for further development of tourism in Uzbekistan. Results indicate that quality services make tourists 25% more likely to stay and international cases show the certification, technological innovation and service culture directly strengthens competitiveness and sustainability. Such integrative practices can develop Uzbekistan tourism infrastructure and strengthen its global positioning. It offers a consistent construct of tourism service quality that integrates ecological, financial, and social sustainability along with technological modernization, which is an advance from customer expectation gaps. Thus, the conducted research suggests Uzbekistan tourism sector to focus on the above areas of certification practices to be in line with the international standards and sustainability development goals. Future work needs to explore more on customer perception and test the practicality of launching VR/AR and certification programs in the local settings.