This study investigated customer expectations and service delivery systems to meet those expectations of National Tourist Offices (NTOs) operating in the USA. Focus groups of NTO customers were used to identify service quality expectations of NTOs. Service expectations were found to be accessibility, courtesy and competence, response time for requests, personalisation of responses, quality and quantity of materials and quality of information. NTOs were contacted and requests for tourist information were placed. NTO service delivery was evaluated in terms of the service expectations identified in the focus groups. The findings indicated a wide range of service quality performance by NTOs compared to that expected by NTO customers.
Morrison, A.M. , Braunlich, C.G., Kamaruddin , N. and Cai, L.A. (1995) ' National Tourist Offices in North America: An Analysis', article submitted for publication.
2.
Fick, G.R. and Ritchie, J.R. (1991) 'Measuring Service Quality in the Travel and Tourism Industries', Journal of Travel Research , Vol. 30, No. 2, pp. 2-9.
3.
Whipple, T.W. and Thach, S.V. (1988) 'Group Tour Management: Does Good Service Provide Satisfied Customers?', Journal of Travel Research, Vol. 27, No. 2, pp. 16-21; Geva, A. and Goldman, A. (1991) 'Satisfaction Measurements in Guided Tours', Annals of Tourism Research, Vol. 27, No. 4, pp. 29-37; LeBlanc, G. (1992) 'Factors Affecting Customer Evaluation of Service Quality in Travel Agencies: An Investigation of Customer Perceptions', Journal of Travel Research, Vol. 30, No. 4, pp. 10-16.
4.
See ref. 2 above.
5.
Wade, B. (1993) 'Getting Information, or Not, from a Tourist Office ', New York Times, 11th and 19th April, pp. 3/1 and 4.
6.
Anon (1993) 'Odds and Ends', Wall Street Journal, 16th April, p. 1.
7.
Grimes, P. (1994) 'If You Want to Find Out More: Just How Helpful are the Tourist Offices?', Condé Nast Traveler, p. 32.
8.
— (1993) 'The Tourist Board Test: Getting Advice Takes Time and Space', Condé Nast Traveler, October, p. 38.
9.
Etzel, M.J. and Wahlers, R.G. (1984) 'The Use of Requested Promotional Materials by Pleasure Travelers', Journal of Travel Research, Vol. 23, pp. 2-6.
10.
Gold, J.R. (1980) 'An Introduction to Behavioural Geography', Oxford University Press, Oxford; Raffée, H., Grabicke, M.H., Schätzle, T. and Schöler, M. (1982) 'Consumer Information Requirements and Information Acquisition with Regard to the Decision-making Process' in Irle, M. (ed.), 'Studies in Decision-Making: Social, Psychological and Socio-economic Analysis', Walter de Gruyter, Berlin.
11.
Burkart, A.J. and Medlik, S. (1981) 'Tourism: Past, Present and Future', Heinemann, London; Goodall, B. (1988) 'How Tourists Choose their Holidays: An Analytical Framework', in Goodall, B. and Ashworth, G. (eds), ' Marketing in the Tourism Industry — The Promotion of Destination Regions ', Croom Helm, London; Mill, R.C. and Morrison, A.M. (1992) 'The Tourism System: An Introductory Text', 2nd edn, Prentice-Hall, Englewood Cliffs, NJ.
12.
Nolan, S.D. (1976) 'Tourists' Use and Evaluation of Travel Information Sources: Summary and Conclusions', Journal of Travel Research, Vol. 14, pp. 6-8; Mansfield, Y. (1992) 'From Motivation to Actual Travel', Annals of Tourism Research, Vol. 19, pp. 399-419.
13.
Francken, D.A. and van Raaij, W.F. (1979) 'Longitudinal Study of Vacationers' Information Acquisition Behavior', Erasmus University, Rotterdam.
14.
Baas, J.M. , Manfredo, M.J. and Allen, D.J. (1989) 'Evaluation of an Informational Brochure for Promoting Charter Boat Trip Opportunities along the Oregon Coast' , Journal of Travel Research, Winter, Vol. 27, pp. 35-37; Cohen, E. (1989) "'Primitive and Remote" Hill Tribe Trekking in Thailand', Annals of Tourism Research , Vol. 16, pp. 30-61; Urbin, J.D. (1989) 'The Tourist Adventurer and His Images', Annals of Tourism Research, Vol. 16, pp. 106-118. See also Goodall, ref. 12 above.
15.
Wade, B. (1993) '"Rebating" Travel Agencies: For Plan-it Yourselfers' , New York Times, 25th July, 3/1.
16.
Shannon, L.R. (1993) 'Letting Your Computer be Your Guide', New York Times, 27th September, 3/1.
17.
Williamson, D.A. (1994) 'Taking a Safari on the Internet', Advertising Age, September, Vol. 5, p. 14.
18.
Wallace, D.J. (1994) 'Interacting at the Jersey Shore', Advertising Age, May, Vol. 9, p. 19.
19.
Anon (1993) 'Travel Venture for Publishers', New York Times, 8th July, 8/6.
20.
— (1993) 'Computer Route to Brochures' , New York Times, 17th January, 3/5.
21.
Brochures, W. (1994) Electronic Ordering Report 1993-1994.
22.
Wade, B. (1993) 'Tourists' Safety on the Agenda', New York Times, 12th December, 5/1.
