Even dominant positivist researchers recognise the insufficiencies of traditional services research methodology and claim that the dominant models of service quality's measurement have failed to reveal the customers' prospective (Schembri and Sandberg, 2002). Whereas the customer is considered to be the focal point in contemporary marketing and services marketing, the customer's perspective is claimed to be missing from dominant theory (Grönroos, 1993, 2006a). This paper explores the potential for a modified gap analysis to serve as an alternative marketing tool. A research framework is constructed and tested using data produced by two surveys (tourists and tourism service providers) in a heritage destination. The purpose of the present study is to provide in favour of this gap an effective marketing tool for a better understanding of the customer's perspective.
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