Abstract
The aim of this article is to emphasize the importance of quality improvement in tourism. To this end, literature re lated to the changing scenario of the tourism industry, the ever-increasing expectations from tourists, and the tools for measuring perceived service quality is reviewed. The value of the tourism industry is revisited, and the SERVQUAL model is used as a framework for defining the real meaning of customer satisfaction in tourism. Gap analysis is used to illustrate how tourism-related organizations can improve their service quality. Finally, this article concludes that serv ice quality is a necessary and winning strategy in the tourism industry for the new millennium.
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