Next Article in Journal
Sustainable Entrepreneurship Orientation: A Reflection on Status-Quo Research on Factors Facilitating Responsible Managerial Practices
Previous Article in Journal
Ontology Design for Solving Computationally-Intensive Problems on Heterogeneous Architectures
Article Menu
Issue 2 (February) cover image

Export Article

Open AccessArticle
Sustainability 2018, 10(2), 443;

Measuring Service Quality of Rural Accommodations

Department of Tourism and Hospitality Management, School of Business, Black Hills State University, Spearfish, SD 57799, USA
Department of Hospitality, Recreation and Tourism, California State University, East Bay, Hayward, CA 94542, USA
Department of Tourism Management, Daegu University, Gyeongsan 38453, Gyeongsangbuk-do, Korea
Department of Community Development, Kongju National University, Kongju 32439, Chungcheongnam, Korea
Author to whom correspondence should be addressed.
Received: 18 December 2017 / Revised: 29 January 2018 / Accepted: 6 February 2018 / Published: 8 February 2018
(This article belongs to the Section Sustainable Urban and Rural Development)
Full-Text   |   PDF [620 KB, uploaded 8 February 2018]   |  


The aim of this study is to examine the most important service quality factors for rural accommodations in rural tourism villages in South Korea by simultaneously utilizing Importance–Performance analysis (IPA) and gap analysis. The tabulated results were presented in a two-dimensional grid t showing the strengths and weaknesses of the tourism attributes being studied. Among the 18 items measuring the service quality of rural accommodations, there are no items identified for the concentrate quadrant. Ten items fall in the “Keep up the good work” quadrant, which indicates high performance and importance values. It also includes “the attitude of local residents”, “the attitude of the accommodation’s owner”, and “the expertise of the owner”. Management of rural accommodations in South Korea must make special efforts to maintain and improve service quality for these ten high performance and importance attributes. Gap analysis is used to illustrate how tourism operators can improve their service quality. View Full-Text
Keywords: rural tourism; rural accommodations; service quality; IPA; gap analysis rural tourism; rural accommodations; service quality; IPA; gap analysis

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

Share & Cite This Article

MDPI and ACS Style

Choi, H.; Ann, S.; Lee, K.-W.; Park, D.-B. Measuring Service Quality of Rural Accommodations. Sustainability 2018, 10, 443.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics



[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top