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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.
Sustainability 2018, 10(2), 443;
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)
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
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Choi, H.; Ann, S.; Lee, K.-W.; Park, D.-B. Measuring Service Quality of Rural Accommodations. Sustainability 2018, 10, 443.

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