Author(s):
Shahid Ali, Asif Iqbal fazili
Email(s):
dihah7692@yahoo.com
DOI:
10.52711/2321-5763.2026.00005 
Address:
Shahid Ali1*, Asif Iqbal fazili2
1Post Doc. Scholar, Dept. of Management Studies, Islamic University of Science & Technology, Kashmir, India.
2Associate Professor, Dept. of Management Studies, Islamic University of Science & Technology, Kashmir.
*Corresponding Author
Published In:
Volume - 17,
Issue - 1,
Year - 2026
ABSTRACT:
Service quality in tourism is an essential factor that significantly influences tourist satisfaction, loyalty, and overall destination competitiveness. Over the years, various models have been developed to measure and manage service quality in the tourism industry, each offering unique perspectives and insights. Among these, the SERVQUAL and SERVPERF models stand out as two of the most widely recognized and utilized frameworks. However, recent research has also introduced new models and adaptations to better address the unique challenges of the tourism sector. This study explores the evolution and application of these models in tourism, highlighting their strengths, limitations, and relevance in contemporary tourism management.
Cite this article:
Shahid Ali, Asif Iqbal fazili. Service Quality Models in Tourism: Evolution, Application, and Contemporary Relevance. Asian Journal of Management. 2026;17(1):35-8. doi: 10.52711/2321-5763.2026.00005
Cite(Electronic):
Shahid Ali, Asif Iqbal fazili. Service Quality Models in Tourism: Evolution, Application, and Contemporary Relevance. Asian Journal of Management. 2026;17(1):35-8. doi: 10.52711/2321-5763.2026.00005 Available on: https://ajmjournal.com/AbstractView.aspx?PID=2026-17-1-5
REFERENCES:
1. Akhila R. Udupa, G. Kotreshwar. Implications of Service Quality Model for Medical tourism in India. Asian J. Management. 2010; 1(2): 65-68.
2. Ratidev Samal, Sunil Kumar Pradhan. Extended SERVQUAL Attributes, Customer Satisfaction and Loyalty: A relationship study of Public Sector Banks in Odisha. Asian J. Management. 2015; 6(3): 176-180. doi: 10.5958/2321-5763.2015.00026.8
3. Ridwana Hasan, Ritesh Tiwari. A Study on Measurement of service quality of Banking Service in Raipur City. Int. J. Rev. and Res. Social Sci. 2020; 8(3): 190-196. doi: 10.5958/2454-2687.2020. 00012.X
4. Sunil M P, Shobharani H, Anna K Mathew, Ann Rose E. Validation of Servqual Model in Star Hotels Pertaining to Bengaluru City. Asian Journal of Management. 2018; 9(1): 393-399. doi: 10.5958/2321-5763.2018.00060.4
5. Ramesh Kumar Chaturvedi. Mapping Service Quality in Hospitality Industry: A Case through SERVQUAL. Asian J. Management. 2017; 8(3): 413-423. doi: 10.5958/2321-5763.2017. 00066.X
6. Parasuraman A, Zeithaml VA, Berry LL. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. J Retail. 1988; 64(1): 12–40.
7. Akbaba A. Measuring service quality in the hotel industry: A study in a business hotel in Turkey. Int J Hosp Manag. 2006; 25(2): 170–92.
8. Tsang NKF, Ap J. Tourists’ perceptions of relational quality service attributes: A cross-cultural study. J Travel Res. 2007; 45(3): 355–63.
9. Buttle F. SERVQUAL: Review, critique, research agenda. Eur J Mark. 1996; 30(1): 8–32.
10. Kang GD, James J. Service quality dimensions: An examination of Grönroos’s service quality model. Manag Serv Qual. 2004; 14(4): 266–77.
11. Cronin JJ, Taylor SA. Measuring service quality: A reexamination and extension. J Mark. 1992; 56(3): 55–68.
12. Lee H, Yoon Y, Lee S. Investigating the relationships among perceived value, satisfaction, and recommendations: The case of the Korean DMZ. Tour Manag. 2007; 28(1): 204–14.
13. Atilgan E, Akinci S, Aksoy S. Mapping service quality in the tourism industry. Manag Serv Qual. 2003; 13(5): 412–22.
14. Brady MK, Knight GA, Cronin JJ, Tomas GMH, Hult TM. Removing the contextual lens: A multinational, multi-setting comparison of service evaluation models. J Retail. 2005; 81(3): 215–30.
15. Ryan C, Cliff A. Do travel agencies measure up to customer expectation? J Travel Tour Mark. 1997; 6(2): 1–21.
16. Mei AWO, Dean AM, White CJ. Analysing service quality in the hospitality industry. Int J Contemp Hosp Manag. 1999; 11(7): 326–39.
17. Nadiri H, Hussain K. Diagnosing the zone of tolerance for hotel services. Manag Serv Qual. 2005; 15(3): 259–77.
18. Marković S, Raspor Janković S. Exploring the relationship between service quality and customer satisfaction in Croatian hotel industry. Tour Hosp Manag. 2013; 19(2): 149–64.
19. Mohsin A, Lockyer T. Customer perceptions of service quality in luxury hotels in New Delhi, India: An exploratory study. Int J Contemp Hosp Manag. 2010; 22(2): 160–73.
20. Khan M. ECOSERV: Ecotourists’ quality expectations. Ann Tour Res. 2003; 30(1): 109–24.
21. Dolnicar S, Leisch F. Selective marketing for environmentally sustainable tourism. Tour Manag. 2008; 29(4): 672–80.
22. Choi G, Sirakaya E. Sustainability indicators for managing community tourism. Tour Manag. 2006; 27(6): 1274–89.
23. Han H, Hsu LTJ, Lee JS, Sheu C. Are lodging customers ready to go green? Int J Hosp Manag. 2011; 30(2): 345–55.
24. Alegre J, Garau J. Tourist satisfaction and dissatisfaction. Ann Tour Res. 2010; 37(1): 52–73.
25. Li X, Wong IA, Kim WG. Does destination perception differ across visitor origin? Int J Contemp Hosp Manag. 2017; 29(9): 2538–58.
26. Chen CF, Chen PC, Lee HT. The role of service quality and price in passenger’s choice of airline: A case study of Taiwan. J Air Transp Manag. 2011; 17(3): 201–4.
27. Pine BJ, Gilmore JH. The experience economy: Work is theatre & every business a stage. Boston: Harvard Business School Press; 1999.
28. Tung VWS, Ritchie JRB. Exploring the essence of memorable tourism experiences. Ann Tour Res. 2011; 38(4): 1367–86.
29. Quadri-Felitti D, Fiore AM. Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Tour Hosp Res. 2013; 13(1): 47–62.
30. Chen CM, Hsu CHC, Tsai H. Evaluating the service quality of an international airline using the revised importance–performance analysis. Tour Manag. 2011; 32(1): 235–43.
31. Buhalis D, Sinarta Y. Real-time co-creation and nowness service: Lessons from tourism and hospitality. J Travel Tour Mark. 2019; 36(5): 563–82.
32. Font X, McCabe S. Sustainability and marketing in tourism: Its contexts, paradoxes, approaches, challenges and potential. J Sustain Tour. 2017; 25(7): 869–83.