Methods of Evaluating The Quality of Services in The Field of Tourism

Abstract

The quality of tourist services plays a crucial role in shaping customer satisfaction and the overall competitiveness of tourism enterprises. As global tourism continues to expand, ensuring consistent and measurable service quality has become a priority for stakeholders across the industry. Despite widespread acknowledgment of service quality’s importance, there remains a lack of standardized criteria and comprehensive models that integrate both customer-centric and enterprise-level perspectives in assessing tourism services. Many studies emphasize either customer satisfaction or operational efficiency, often neglecting the interplay between qualitative and quantitative indicators. This study employs a comparative analysis of existing methodologies used to evaluate service quality in tourism, incorporating both quantitative tools (e.g., SERVQUAL, performance metrics) and qualitative techniques (e.g., interviews, satisfaction surveys). The research focuses on identifying relevant indicators, structural elements, and stages of service quality assessment. The analysis reveals that an effective evaluation framework must balance objective service performance measures with subjective customer experience insights. Key indicators include responsiveness, reliability, tangibles, empathy, and assurance. Moreover, the study identifies essential stages in the assessment process: criteria selection, data collection, customer feedback analysis, and implementation of service improvements. Tourism enterprises must adopt a multidimensional approach to quality assessment, integrating both internal performance standards and external customer evaluations. This ensures enhanced service delivery, greater customer loyalty, and sustained competitiveness. The findings provide a basis for developing standardized quality evaluation models tailored to the needs of modern tourism businesses.