Repositioning strategy in the ecotourism industry: a case of Bario

Purpose - The aim of this paper is to examine service quality dimensions and their impact on a rural tourism destination.Design methodology approach - The study was conducted in Bario, a highland settlement in the state of Sarawak, Malaysia. It attempts to add to the scant research and to bridge the...

Full description

Saved in:
Bibliographic Details
Published in:Business strategy series 2012, Vol.13 (1), p.41-46
Main Authors: Lo, May-Chiun, Azlan Mohamad, Abang, Songan, Peter, Yeo, Alvin
Format: Article
Language:English
Subjects:
Brand loyalty
Community
Customer services
Ecotourism
Likert scale
Outdoor activities
Perceptions
Quality of service
Questionnaires
R&D
Research & development
Rural areas
Studies
Tourism
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Purpose - The aim of this paper is to examine service quality dimensions and their impact on a rural tourism destination.Design methodology approach - The study was conducted in Bario, a highland settlement in the state of Sarawak, Malaysia. It attempts to add to the scant research and to bridge the gap between service quality and tourists' satisfaction in rural destinations. The service quality dimensions for this study are places of interest, sceneries, outdoor activities, atmosphere, and motives interest.Findings - The results of this study show that places of interest, outdoor activities and atmosphere are the important dimensions to enhance tourist satisfaction.Originality value - Past studies show that good service quality often leads to a better performance and a higher satisfaction level; however, most studies examine this from the context of urban tourist destinations. This study extends the span by looking at a rural tourist destination.
ISSN:1751-5637
1751-5645
DOI:10.1108/17515631211194616