Publication Details
Abstract
With tourists increasingly seeking experiences of authentic heritage and deeper cultural engagement, cultural tourism is emerging as one of the fastest growing segments of the world marketplace. However, while there has been much research conducted into (general) tourist satisfaction, there has been little empirical work (that we know of) that identifies the role of service quality dimensions on satisfaction within the domain of cultural tourism. In order to fill this gap, this study uses a quantitative research methodology, examining the effects of important service quality elements on tourists' satisfaction in cultural tourism destinations. A structured questionnaire was used for data collection and data were analyzed using descriptive statistics, correlation analysis and multiple regression modelling for domestic and international tourists. The findings reveal that the quality of the service will impact tourist satisfaction, being the biggest predictors of tourist satisfaction were empathy and reliability, followed with assurance and responsiveness, with tangibility playing the least salient role in the tourism context. Human-centered and reliable delivery service is important for enhancing cultural tourism experiences, and these findings can help reflect that. The study provides practical implications for destination managers and policy makers by highlighting service quality improvements as a strategic approach to reinforce tourist satisfaction, destination competitiveness, and sustainable economic development through cultural tourism.