Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
How do international tourists perceive hotel quality?: An exploratory study of service quality in Antalya
tourism region
Ibrahim Taylan Dortyol, Inci Varinli, Olgun Kitapci,
Article information:
To cite this document:
Ibrahim Taylan Dortyol, Inci Varinli, Olgun Kitapci, (2014) "How do international tourists perceive hotel quality?: An
exploratory study of service quality in Antalya tourism region", International Journal of Contemporary Hospitality
Management, Vol. 26 Issue: 3, pp.470-495, https://doi.org/10.1108/IJCHM-11-2012-0211
Permanent link to this document:
https://doi.org/10.1108/IJCHM-11-2012-0211
Downloaded on: 06 October 2017, At: 20:02 (PT)
References: this document contains references to 77 other documents.
To copy this document: permissions@emeraldinsight.com
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
The fulltext of this document has been downloaded 6077 times since 2014*
Users who downloaded this article also downloaded:
(2013),"Service quality perceptions and customer loyalty in casinos", International Journal of Contemporary
Hospitality Management, Vol. 25 Iss 1 pp. 49-64 <a href="https://doi.org/10.1108/09596111311290219">https://
doi.org/10.1108/09596111311290219</a>
(2000),"Service quality in China’s hotel industry: a perspective from tourists and hotel managers",
International Journal of Contemporary Hospitality Management, Vol. 12 Iss 5 pp. 316-326 <a href="https://
doi.org/10.1108/09596110010339706">https://doi.org/10.1108/09596110010339706</a>
Access to this document was granted through an Emerald subscription provided by All users group
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service
information about how to choose which publication to write for and submission guidelines are available for all. Please
visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of
more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online
products and additional customer resources and services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication
Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
IJCHM
26,3 How do international tourists
perceive hotel quality?
An exploratory study of service quality in
470 Antalya tourism region
Received 9 November 2012 Ibrahim Taylan Dortyol
Revised 15 February 2013 Department of Marketing, Akdeniz University, Antalya, Turkey
27 June 2013
14 October 2013 Inci Varinli
Accepted 2 November 2013 Department of Business Management, Erciyes University, Kayseri, Turkey
Olgun Kitapci
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
Abstract
Purpose – The aim of this paper is to identify tourists’ perceptions of services provided by hotels in
Antalya/Turkey and to explore hotel service quality dimensions. Specifically, the objectives are as
follows: to identify the dimensions of hotel service quality, and to determine the relative impact of
those dimensions on customer satisfaction levels, on customer value and on customers’ intentions to
recommend or revisit a hotel.
Design/methodology/approach – The present study uses the framework which originally
appeared in Juwaheer’s study investigating international tourists’ perceptions of hotels in Mauritius.
In this framework ten hotel service quality dimensions were defined by factor analysis and then the
most important dimensions for each component were determined using stepwise regression analysis.
Findings – Of the ten hotel service quality dimensions, “tangibles” and “food quality and reliability”
influence the customer satisfaction level the most. Customer value is explained by five dimensions
which generate 37.8 percent of the variance. “Hotel employees and problem solving”, “transportation”,
“food quality and reliability”, “climate and hygiene”, “level of price”, “tangibles”, “interaction with
Turkish culture” and “friendly, courteous and helpful employees” are the main dimensions which
affect whether a guest will recommend a hotel. “Tangibles”, “interaction with Turkish culture”, and
“level of price” are seen as the most influential dimensions in terms of customers’ intentions to revisit a
hotel.
Research limitations/implications – The basic limitation of the study is the unexplained
variance, which is the result of the regression analysis. Therefore, future research should aim to
determine the factors explaining that variance.
Practical implications – In light of these findings, hotel managers in Antalya can better
understand their guests’ priorities and consequently, they can arrange their service encounter process
accordingly to fulfill these priorities.
Originality/value – This study presents potentially valuable information for hotel managers in
Antalya with regards to understanding customer value and satisfaction, which are the key elements in
terms of guests revisiting a hotel and recommending it to others. As providing an opportunity for a
International Journal of comparative study of service quality searches, this study contributes to the field.
Contemporary Hospitality
Management Keywords Turkey, Service marketing, Experience marketing, International guest services,
Vol. 26 No. 3, 2014 International hotel management, Service quality perceptions
pp. 470-495
q Emerald Group Publishing Limited Paper type Research paper
0959-6119
DOI 10.1108/IJCHM-11-2012-0211
Introduction Service quality
With its history, sea, cultural assets and high quality tourism facilities, Antalya is in Antalya
known as the capital of Turkish tourism. With Belek, Kemer, Side-Manavgat, Alanya,
Lara-Kunda, and Kaş tourism centers, Antalya hosts more than 10 million foreign
quests every year. Along with a cultural heritage deeply rooted in history, Antalya’s
coves and highlands of unique beauty, pristine beaches, comfortable hotels and
marinas, colorful entertainment venues, and art-filled festivals all make it a tourist 471
destination that offers endless possibilities to its guests. These include the pleasure of
sunbathing from sunrise to sunset; the natural thrill of outdoor sports in the grip of
mother nature; the excitement of discovering national parks with their rich flora and
fauna, ancient cities, museums and Kaleiçi; the mystery of the mountains and the
peaceful Mediterranean coves drawing you away; the romance of watching an opera
outdoors under the stars at night; sampling the unique delicacies of Turkish cuisine
and enjoying the party scene. Meeting the hospitable people of Antalya is just another
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
The paper first presents a review of the literature on service quality in the tourism
sector and then it presents the methodology used in the current study. The article ends
with a review of the main findings, discussion, implications and limitations of the
study.
IJCHM Literature review
26,3 Service quality
The various attempts to relate the concept of quality to different situations have
prevented the emergence of a common global definition. The concept of quality is
described as “zero error – do right first time” in common Japanese philosophy
(Parasuraman et al., 1985) and has been highlighted as the most important single
472 pioneering power on the economic development process of international companies
(Reeves and Bednar, 1994). Accordingly, quality is used to describe different
phenomena (Vinagre and Neves, 2008). On the one hand, some authors describe the
concept as usage convenience, while others define it as conformity to specifications
(Kara et al., 2005). However, the definition of quality standardized by “American
National Standards Institute” and “American Society for Quality” is as follows: “The
totality of features and characteristics of a product or service that impact its ability to
satisfy given needs” (Ma et al., 2005, p. 1068).
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
Therefore, service quality correlates with its own characteristics, and it is described
as an attitude form which includes a global judgment related to the superiority of
service ( Jun et al., 2004; Stewart et al., 1998). According to the definition that relates
service quality to behavioral intentions; it is an attitudinal structure which leads
behavioral intentions (Fullerton, 2005). As an output of the service encounter process,
service quality is stated as meeting the consumers’ expectations (Duffy et al., 1997).
Among consumer satisfaction theories, some authors including Parasuraman and his
colleagues identify service quality as the gap between service perceptions and
consumer expectations (Vinagre and Neves, 2008). Accordingly, perceived service
quality, termed “true quality” by Kordupleski (Redman and Mathews, 1998), is the
discrepancy level which emerges as the result of the comparison made between
normative expectations related to what should happen and perceptions related to what
actually happened (Kelley and Turley, 2001; Sureshchandar et al., 2001). In other
words, service quality focuses on meeting needs and requirements and the degree to
which the service provided meets customer expectations (Lewis et al., 1994).
Methodology
The survey questionnaire consists of two parts. The first part is to measure hotel
guests’ perceptions of service quality in the hotel where they were staying. A five-point
Likert-type rating scale, in which (1) indicates “strongly disagree” and (5) indicates
“strongly agree” was used. The second part of the questionnaire pertains to the
measurement of the demographic characteristics of respondents. The adopted
instrument was in line with previous studies by Tribe and Snaith (1998), Khan (2003),
Juwaheer (2004), Laroche et al. (2005), Akbaba (2006), Albacete-Saez et al. (2007), Li et al.
(2007), Narayan et al. (2008) and Salazar et al. (2010). A pilot test was conducted with 25
instructors at Cumhuriyet University. The results enabled us to gain valuable
information about the wording of the questionnaire. The questionnaire was designed in
English, German and Russian.
The target population of this study was departing English, German and Russian
tourists (n ¼ 307) who had stayed in hotels, motels and holiday-villages. The data
gathering process was realized during July, 2012 at ICF Airport, Antalya. Incomplete
surveys and the failure to obtain full responses means that after conducting 500
face-to-face surveys, just 307 questionnaires were found to be usable. The precise size
of the target population was difficult to be ascertained accurately. However, according
to published data, the total number of incoming tourists in 2011, was 4,168,396
(Turkish National Statistics, 2011). Probability sampling was implemented due to time
and budget restrictions. Therefore, the sample size was calculated to be 500 with a 5
percent sampling error. In the data analysis process, factor analysis and multiple
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
No. of
Authors Sample size Reliability Scale proposals Analysis technique Dimensions or factors
Lewis et al. (1994) 1,279 hotel guests 66 Frequency 2 – Location and price
Atkinson (1988) 200 guests A six-point 59 Mean In order of priorities;
Likert-type hygiene; safety; good value
for the money; and friendly,
courteous and helpful
employees
Knutson (1988) 1,853 visitors Frequency 5 – Clean, comfortable,
well-maintained rooms;
convenient location;
prompt and courteous
service; safe and secure
environment; and friendly
and courteous employees
Wilensky and 130 hotel guests A five-point 40 Factor analysis 7 – Opportunities for
Buttle (1988) Likert-type relaxation; value for
money; standard of
personal service; physical
attractiveness; appealing
image; standard of services;
and suitability for business
guests
Rivers et al. (1991) 426 hotel guests A five-point Mean 3 – Location; general
Likert-type services and room
readiness
Ananth et al. 222 visitors A five-point 57 Mean 9 – Good value for money;
(1992) Likert-type in-room temperature
control mechanism;
convenient location of
hotel; price of
accommodation;
soundproof rooms; special
discounts available; loud
fire alarms; free parking
services; and firmness of
mattress
(continued)
in Antalya
accommodation sector
studies in tourism and
The service quality
Service quality
475
Table I.
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
26,3
476
Table I.
IJCHM
No. of
Authors Sample size Reliability Scale proposals Analysis technique Dimensions or factors
Barsky (1992) 100 guests Mean In order of priorities;
employee attitude; location;
and rooms
McCleary et al. 433 business guests A five-point 56 Factor analysis 7 – Basic product; business
(1993) Likert-type services; banquet/meeting
facilities; frequent traveler
programs; advertising/
public relations; convenient
location; and no-smoking
rooms
Webster and 40 employees, 58 guests A five-point 10 8 – tangibles; reliability;
Hung (1994) Likert-type communication;
responsiveness; security;
courtesy; understanding;
and access
Akan (1995) 228 hotel guests A four-point 30 Factor analysis 7 – Courtesy and
Likert-type competence of the
personnel; communication
and transaction; tangibles;
knowing and
understanding the
customer; accuracy and
speed of service; solutions
to problems; and accuracy
of hotel reservations
LeBlanc and 409 travelers 0.47-0,91 for dimensions A seven- 27 Factor analysis 5 – Contact personnel;
Nguyen (1996) point Likert- physical environment;
type quality of services;
corporate identity; and
accessibility
Ekinci et al. (1998) 115 English vacationists 0,87 for tangibles, 0,92 for A seven- 18 Confirmative factor 2 – tangibles and
Intangibles point Likert- analysis intangibles
type
(continued)
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
No. of
Authors Sample size Reliability Scale proposals Analysis technique Dimensions or factors
Tribe and Snaith 102 hotel guests A five-point 56 6 – The physical resort and
(1998) (HOLSAT) Likert-type facilities; ambiance;
restaurants, bars, shops
and nightlife; transfers;
heritage and culture;
accommodation
Mei et al. (1999) 155 predominantly 0,88-0,93 for dimension; 27 Factor analysis 3 – Employees; tangibles;
(HOLSERV) business travelers 0,97 for total scale and reliability
Heung and Cheng 220 tourists 0,78-0,88 for dimensions A seven- 15 Factor analysis 4 – tangibles quality; staff
(2000) point Likert- service quality; product
type value; and product
reliability
Kozak (2001) 1,872 British and German 0,56-0,87 for dimensions A seven- 55 Factor analysis 8 – Accommodation
tourists point Likert- services; local transport
type services; hygiene,
sanitation and cleanliness;
hospitality and customer
care; facilities and
activities; level of prices;
language communication;
and destination airport
services
Choi and Chu 420 international tourists 0,71-0,93 for dimensions; A seven- 29 Exploratory factor analysis 7 – Staff service quality;
(2001) 0,94 for total scale point Likert- room quality; general
type amenities; business
services; value; security;
and IDD (international
direct dial) facilities
(continued)
in Antalya
Service quality
477
Table I.
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
26,3
478
Table I.
IJCHM
No. of
Authors Sample size Reliability Scale proposals Analysis technique Dimensions or factors
Yüksel and 340 tourists 0,53-0,90 for dimensions; A seven- 58 Factor analysis 16 – Food quality; service
Yüksel (2001) 0,95 for total scale point Likert- quality; hygiene and
type accommodation;
hospitality; tourist
facilities; beach and
environment; price and
value; entertainment;
quietness; convenience;
communication; security;
watersports;
transportation; airport
services; and weather
Ekinci et al. (2003) 120 British travelers 0,88 for tangibles, 0,95 for A seven- 16 Exploratory factor analysis 2 – tangibles and
intangibles; 0,96 for total point Likert- intangibles
scale type
Getty and Getty 222 travelers for the first 26 5 – Tangibility; reliability;
(2003) (LQI) data set, 229 travelers for responsiveness; confidence;
the second data set and communication
Khan (2003) 324 Ecotourism Society 0,86-0,98 for dimensions; A seven- 30 Factor analysis 6 – Ecotangibles;
(ECOSERV) members 0,97 for total scale point Likert- assurance; reliability;
type responsiveness; empathy;
and tangibles
Millan and 368 students 0,71-0,89 for dimensions; A five-point 31 Confirmative factor 6 – Service encounters;
Esteban (2004) 0,95 for total scale Likert-type analysis empathy; reliability;
service environment;
efficiency of advice;
additional attributes
(continued)
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
No. of
Authors Sample size Reliability Scale proposals Analysis technique Dimensions or factors
Juwaheer (2004) 410 international tourists 0,60-0,75 for dimensions A seven- 39 Factor analysis 9 – Reliability; assurance;
point Likert- extra room benefits sought;
type staff communication and
additional amenities
sought; room
attractiveness and décor;
empathy; staff outlook and
accuracy; food and service;
hotel surroundings and
environment
Nadiri and 285 European guests 0,95 for tangibles, 0,81 for A five-point 22 Exploratory factor analysis 2 – tangibles and
Hussain (2005) intangibles; 0,96 for total Likert-type intangibles
scale
Poon and Low 200 Asian tourists A five-point 48 Factor analysis 12 – Hospitality;
(2005) Likert-type accommodation; food and
beverages; recreation and
entertainment;
supplementary services,
security and safety;
innovation and value-
added services;
transportation; location;
appearance; pricing; and
payment
Akbaba (2006) 234 Business travelers 0,70-0,85 for dimensions; A five-point 29 Factor analysis 5 – tangibles; adequacy in
0,93 for total scale Likert-type service supply;
understanding and caring;
assurance; and convenience
Albacete-Saez 172 tourists 0,71-0,91 for dimensions; A seven- 36 Exploratory factor analysis 7 – Personnel response;
et al. (2007) 0,93 for total scale point Likert- and confirmative factor complement offer; tourist
type analysis relations; basic demands;
tangible elements; security;
and empathy
(continued)
in Antalya
Service quality
479
Table I.
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
26,3
480
Table I.
IJCHM
No. of
Authors Sample size Reliability Scale proposals Analysis technique Dimensions or factors
Wilkins et al. 664 hotel guests 0,72-0,90 for dimensions 63 Exploratory factor analysis 3 primary; 6 secondary –
(2007) and confirmative factor Physical product (stylish
analysis effort; room quality; and
added extras); service
experience (quality staff;
personalization; and
speedy service); and quality
food and beverage
Narayan et al. 323 tourists 0,67-0,90 for dimensions A seven- 67 Exploratory factor analysis 14 – Core-tourism
(2008) point Likert- and confirmative factor experience; culture;
type analysis information centers;
personal information;
hospitality; fairness of
price; hygiene; distractions;
amenities; pubs; value for
money; logistics; food; and
security
Mohsin and 271 participants Between 0,993 and 1 for all A seven- 23 Exploratory factor analysis 5 – Hotel ambiance and
Lockyer (2010) questions point Likert- staff courtesy; food and
type beverage product and
service quality; staff
presentation and
knowledge; reservation
services; and overall value
for money
Ramanathan and 664 hotel guests – – – Statistical regression “Value for money” as a
Ramanathan critical attribute, while
(2011) “customer service”, “room
quality” and “quality of
food” are dissatisfiers
regressions were used. Accordingly, 50 service quality variables were factor analyzed Service quality
to reduce those variables into a smaller set of dimensions. Principal component in Antalya
analysis with varimax rotation was conducted and only factors with an Eigenvalue
equal to or greater than one were considered significant. Finally, regression analysis
was applied to find out the hotel service quality dimensions which contribute to the
customer satisfaction level and revisiting and recommending intentions. Accordingly,
multiple regression analysis with a stepwise method was used. 481
Findings
Demographic profile of respondents
Table II shows the demographics of the respondents. The sample included more
women (57.0 percent), tourists aged between 35 and 44 (28.7 percent), white-collar
workers (36.4 percent) and German tourists (61.2 percent). The majority of tourists had
graduated from at least high school (86.3 percent). They stayed at 4 þ star hotels (91.6
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
percent) and their trips were for pleasure rather than for business (90.4 percent).
and the hotel should reflect a quality service image; it should provide the services as
they are promised and it should perform the services right first time.
Dimension 4 – interaction with Turkish culture. Explaining 4.2 percent of the
variance, this dimension is about being able to meet and talk to Turkish people, to find
out about everyday life in Turkey, to learn more about Turkish history, to visit
museums and archaeological sites and to visit nearby Turkish towns and countryside.
Dimension 5 – entertainment opportunities. This dimension, which explained 4.1
percent of the variation, consists of statements related to the variety of restaurants,
bars, shops and nightlife and being a fashionable.
Dimension 6 – tangibles. In this dimension, the visual quality of resort buildings,
green spaces, the capacity of the hotel service unit and the crowdedness of the beach
are taken into consideration and 3.5 percent of the variance is explained.
Dimension 7 – level of prices. Explaining 3.0 percent of the variance, this dimension
includes statements related to the cheapness of services in restaurants, bars and
nightlife.
Dimension 8 – transportation. Explaining 2.8 percent of the variance, the
statements in this dimension are associated with the airport’s modernity, quality of
in-flight service and access to the hotel’s loading/unloading areas, car parking areas,
etc.
Dimension 9 – climate and hygiene. The ninth dimension includes statements from
two different sub-dimensions. Explaining 2.3 percent of the variance explained, this
dimension therefore consists of statements which focus on the cleanliness of the resort
and fine weather.
Dimension 10 – security. This dimension explains 2.1 percent of the variance and
includes just one statement that explains the safety and security of the resort.
As the Kaiser-Meyer-Olkin (KMO) rate is 0.908, the data gathered from sample are
considered to be appropriate for factor analysis (Table IV).
26,3
486
IJCHM
Table IV.
dimensions
service quality
Factor loadings for hotel
Dimensions
D1 D2 D3 D4 D5 D6 D7 D8 D9 D10
Q19. 0,791
Q20. 0,752
Q18. 0,715
Q22. 0,644
Q24. 0,591
Q23. 0,586
Q21. 0,585
Q25. 0,501
Q40. 0,487
Q41. 0,478
Q42. 0,457
Q30. 0,821
Q28. 0,731
Q29. 0,700
Q27. 0,538
Q32. 0,511
Q31. 0,495
Q26. 0,405
Q34. 0,798
Q33. 0,762
Q35. 0,708
Q36. 0,542
Q38. 0,535
Q39. 0,486
Q37. 0,471
Q50. 0,843
Q49. 0,814
Q51. 0,805
Q48. 0,757
(continued)
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
Dimensions
D1 D2 D3 D4 D5 D6 D7 D8 D9 D10
Q47. 0,500
Q11. 0,822
Q10. 0,709
Q13. 0,664
Q12. 0,555
Q14. 0,449
Q7. 0,692
Q6. 0,630
Q8. 0,574
Q9. 0,561
Q1. 0,438
Q16. 0,837
Q15. 0,836
Q17. 0,816
Q45. 0,789
Q46. 0,716
Q43. 0,395
Q5. 0,772
Q3. 0,427
Q4. 0,465
Eigenvalue 14,857 3,202 2,219 2,076 2,008 1,731 1,501 1,395 1,131 1,046
Percentage of variance explained 30,321 6,535 4,528 4,237 4,098 3,532 3,063 2,847 2,307 2,134
Total variance explained 63,602
Notes: Kaiser-Meyer-Olkin (KMO): 0,908. D1=friendly, courteous and helpful employees; D2=room amenities; D3=food quality and reliability;
D4=interaction with Turkish culture; D5=entertainment opportunities; D6=tangibles; D7=level of prices; D8=transportation; D9=climate and hygiene;
D10=security.
in Antalya
Service quality
487
Table IV.
IJCHM Discussion
26,3 The results of this study back up the importance of service quality perceptions in the
context of particular dimensions as it shows such dimensions are related with
customer satisfaction, customer value and behavioral intentions. From a pragmatic
point-of-view, the study offers potentially valuable contributions to the hotel industry
in Antalya as it provides some insights for hotel managers. Developing a framework
488
Hotel guests 0,378 0,000 Friendly, courteous and helpful employees 0,189 0,132 1,851 0,065
Transportation 0,325 0,259 4,964 0,000
Food quality & reliability 0,281 0,215 3,176 0,002
Climate & hygiene 0,227 0,151 3,044 0,003
Table VI. Level of prices 0,105 0,101 2,028 0,043
Hotel service quality
dimensions affecting Notes: n=307. Total explained variance (R 2)=0,378; dependent variable: customer value. Value items:
customer value The holiday would be good value for money
In the second stage of the analysis, these dimensions were analyzed using a stepwise
regression analysis technique to find out the dimensions which are used by tourists in
Antalya. The aim here was to evaluate satisfaction and value levels of tourists and to
explore the dimensions that have the main influences on their revisiting and
recommending intentions. Accordingly, although there is a large unexplained variance,
the “tangibles” and “food quality and reliability” dimensions are the main dimensions
that should be considered by hotel managers in order to satisfy their guests’ needs. In
these dimensions, the featured points are providing a pleasing visual appearance of
resort buildings and their layout, ensuring regular maintenance of green spaces,
having adequate capacity of dining rooms, meeting rooms, swimming pools, quietness
of the beaches, meals that are high quality, rich in variety and hygienic, indicating all
areas in the hotel with signs, representing a quality service image, providing the
services as promised and performing the services right first time. By doing so, the
physical environment may become more attractive.
From the results, it is observed that five dimensions namely, “friendly, courteous
and helpful employees”, “transportation”, “food quality and reliability”, “climate and
hygiene” and “level of prices” are the dimensions that explain customer value
perceptions as these dimensions generate 37.8 percent of the variance. As the “friendly,
courteous and helpful employees” dimension is the best predictor of customer value
perceptions, hotel managers should pay more attention to hotel staff in order to ensure
that they are courteous, friendly, neat and tidy. They should know what to do, and they
should do it well. They shouldn’t make mistakes. The hotel employee are the ones who
are responsible for dealing with complaints; they should be available whenever needed,
show individualized attention to guests and have enough knowledge to answer their
questions. In recruitment process, the candidates possessing these attributes should be
found and hired. Since hotel employees have first-hand knowledge about the
characteristics of customers, Olorunniwo et al., 2006 state that the employees should be
encouraged and rewarded in service quality design and implementation process. What
is more, hotel managers should focus on the problem-solving process by providing
flexible services, giving information to guests easily, resolving guests’ complaints and
IJCHM compensating for any inconveniences that guests suffer. Regarding the other four
26,3 dimensions, easy access to the hotel, a modern and efficient airport, high quality
in-flight service, a clean resort, fine weather; and low-priced bars, restaurants and
nightlife are the other matters to focus on. The statements of the “food quality and
reliability” dimension are expressed in the previous paragraph, so they will not be
mentioned again here.
490 The “tangibles” and “interaction with Turkish culture” dimensions emerge as the
two main influences on both recommending and revisiting intentions. Besides the
statements related to the tangibles dimension presented above, hotel guests who are
able to meet and talk to Turkish people, who are able to find out about everyday life in
Turkey, who are able to learn more about Turkish history, who are able to visit
museums and archeological sites and who can visit nearby Turkish towns and
countryside are more likely to recommend and revisit the hotel where they stayed. The
other dimensions influencing recommending and revisiting intentions are “friendly,
courteous and helpful employees” and “level of prices”. The statements related to these
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
last dimensions are not going to be pointed out again as they have been described
above. The result of the study is on the other side of the discussion, compared with
Alexandris et al. (2002) reported that tangible dimension is not among the most
important predictor of WOM communications. Accordingly, the tangible dimension
still stands as an antecedent of recommending and revisiting intention.
The basic limitation of the study is perhaps the unexplained variance as the result
of the regression analysis. To settle this matter, future research should aim to
determine the points which explain that variance. With regards to other attempts to
make the findings more valuable, examining the research in different sectors, in
different cultures, in different service areas of hospitality could be advisable. It should
be also mentioned that generalization of the findings to the entire tourism and hotel
field is not possible due to the sampling procedure. Since it is a convenience sample, the
applicability of this work to all hotels in the region and service quality field is quite
suspicious. The other limitation of this study comes from the fact that the field research
was conducted on tourists who visited Antalya. Owing to the research sample
limitations, it would be useful to analyze data from a greater geographical sample that
would include other tourist locations and compare the differences.
References
Akan, P. (1995), “Dimensions of service quality: a study in Istanbul”, Managing Service Quality,
Vol. 5 No. 6, pp. 39-43.
Akbaba, A. (2006), “Measuring service quality in the hotel industry: a study in a business hotel in
Turkey”, International Journal of Hospitality Management, Vol. 25, pp. 170-192.
Akıncı, S., Atılgan İnan, E., Aksoy, Ş. and Büyükküpcü, A. (2009), “Pazarlama literatüründe
hizmet kalitesi kavramının dünü ve bugünü”, H.Ü. İktisadi ve İdari Bilimler Fakültesi
Dergisi, Vol. 27 No. 2, pp. 61-82.
Albacete-Saez, C.A., Fuentes-Fuentes, M.M. and Llorens-Montes, F.J. (2007), “Service quality
measurement in rural accommodation”, Annals of Tourism Research, Vol. 31 No. 1,
pp. 45-65.
Alexandris, K., Dimitriadis, N. and Markata, D. (2002), “Can perceptions of service quality predict
behavioral intentions? An exploratory study in the hotel sector in Greece”, Managing
Service Quality, Vol. 12 No. 4, pp. 224-231.
Ananth, M., DeMicco, F.J., Moreo, P.J. and Howey, R.M. (1992), “Marketplace lodging needs of
mature travelers”, The Cornell Hotel and Restaurant Administration Quarterly, Vol. 33
No. 4, pp. 12-24.
Atılgan, E., Akıncı, S. and Aksoy, Ş. (2003), “Mapping service quality in the tourism industry”,
Managing Service Quality, Vol. 13 No. 5, pp. 412-422.
IJCHM Atkinson, A. (1988), “Answering the eternal question: what does the customer want”, The Cornell
Hotel and Restaurant Administration Quarterly, Vol. 29 No. 12, pp. 12-14.
26,3
Barsky, J.D. (1992), “Customer satisfaction in the hotel industry: meaning and measurement”,
Hospitality Research Journal, Vol. 16 No. 1, pp. 51-73.
Briggs, S., Sutherland, J. and Drummond, S. (2007), “Are hotels serving quality? An exploratory
study of service quality in the Scottish hotel sector”, Tourism Management, Vol. 28,
492 pp. 1006-1019.
Choi, T.Y. and Chu, R. (2001), “Determinants of hotel guests’ satisfaction and repeat patronage in
the Hong Kong hotel industry”, Hospitality Management, Vol. 20, pp. 277-297.
Crick, A.P. and Spencer, A. (2011), “Hospitality quality: new directions and new challenges”,
International Journal of Contemporary Hospitality Management, Vol. 23 No. 4, pp. 463-478.
Cronin, J.J. and Taylor, S.A. (1992), “Measuring service quality: a reexamination and extension”,
The Journal of Marketing, Vol. 56 No. 3, pp. 55-68.
Duffy, J.A., Duffy, M. and Kilbourne, W. (1997), “Cross national study of perceived service
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
quality in long-term care facilities”, Journal of Aging Studies, Vol. 11 No. 4, pp. 327-336.
Ekinci, Y., Prokopaki, P. and Çobanoğlu, C. (2003), “Service quality in Cretan accommodations:
marketing strategies for the UK holiday market”, Hospitality Management, Vol. 22,
pp. 47-66.
Ekinci, Y., Riley, M. and Fife-Schaw, C. (1998), “Which school of thought? The dimension of
resort quality”, International Journal of Contemporary Hospitality Management, Vol. 10
No. 2, pp. 63-67.
Eraqi, M.I. (2006), “Tourism service quality (TourServQual) in Egypt: the viewpoints of external
and internal customers”, Benchmarking an International Journal, Vol. 13 No. 4, pp. 469-492.
Erkuş-Öztürk, H. (2009), “The role of cluster types and firm size in designing the level of network
relations: the experience of the Antalya tourism region”, Tourism Management, Vol. 30,
pp. 589-597.
Espinoza, M.M. (1999), “Assessing the cross-cultural applicability of a service quality measure: a
comparative study between Quebec and Peru”, International Journal of Service Industry
Management, Vol. 10 No. 5, pp. 449-468.
Fornell, C. (2001), “The science of satisfaction”, Harvard Business Review, March.
Fullerton, G. (2005), “The service quality-loyalty relationship in retail services: does commitment
matter?”, Journal of Retailing and Consumer Services, Vol. 12, pp. 99-111.
Getty, J.M. and Getty, R.L. (2003), “Lodging quality index (LQI): assessing customers’ perceptions
of quality delivery”, International Journal of Contemporary Hospitality Management,
Vol. 15 No. 2, pp. 94-104.
Gilbert, G.R. and Veloutsou, C. (2006), “A cross-industry comparison of customer satisfaction”,
Journal of Services Marketing, Vol. 20 No. 5, pp. 298-308.
Goturkey.com (2013), Official Tourism Portal of Turkey, available at: www.goturkey.com/en/
city/detail/antalya (accessed 8 October 2013).
Gundersen, M.G., Heide, M. and Olsson, U.H. (1996), “Hotel guest satisfaction among business
travelers: what are the important factors?”, The Cornell Hotel and Restaurant
Administration Quarterly, Vol. 37 No. 2, pp. 72-81.
Ha, J. and Jang, S. (2010), “Effects of service quality and food quality: the moderating role of
atmospherics in an ethnic restaurant segment”, International Journal of Hospitality
Management, Vol. 29, pp. 520-529.
Hernon, P., Nitecki, D.A. and Altman, E. (1999), “Service quality and customer satisfaction: an Service quality
assessment and future directions”, The Journal of Academic Librarianship, Vol. 25 No. 1,
pp. 9-17. in Antalya
Heung, V.C.S. and Cheng, E. (2000), “Assessing tourists’ satisfaction with shopping in the Hong
Kong Special Administrative Region of China”, Journal of Travel Research, Vol. 38,
pp. 396-404.
Iacobucci, D., Ostrom, A. and Grayson, K. (1995), “Distinguishing service quality and customer 493
satisfaction: the voice of the consumer”, Journal of Consumer Psychology, Vol. 4 No. 3,
pp. 277-303.
Ingram, H. and Daskalakis, G. (1999), “Measuring quality gaps in hotels: the case of Crete”,
International Journal of Contemporary Hospitality Management, Vol. 11 No. 1, pp. 24-30.
Johns, N. (1999), “What is this thing called service?”, European Journal of Marketing, Vol. 33
Nos 9/10, pp. 958-973.
Jun, M., Yang, Z. and Kim, D. (2004), “Customers’ perceptions of online retailing service quality
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
and their satisfaction”, International Journal of Quality & Reliability Management, Vol. 21
No. 8, pp. 817-840.
Juwaheer, T.D. (2004), “Exploring international tourists’ perceptions of hotel operations by using
modified SERVQUAL approach – a case study of Mauritius”, Managing Service Quality,
Vol. 14 No. 5, pp. 350-364.
Juwaheer, T.D. and Ross, D.L. (2003), “A study of hotel guest perceptions in Mauritius”,
International Journal of Contemporary Hospitality Management, Vol. 15 No. 2, pp. 105-115.
Kara, A., Lonial, S., Tarım, M. and Zaim, S. (2005), “A paradox of service quality in Turkey: the
seemingly contradictory relative importance of tangible and intangible determinants of
service quality”, European Business Review, Vol. 17 No. 1, pp. 5-20.
Kelley, S.W. and Turley, L.W. (2001), “Consumer perceptions of service quality attributes at
sporting events”, Journal of Business Research, Vol. 54, pp. 161-166.
Khan, M. (2003), “ECOSERV, ecotourists’ quality expectations”, Annals of Tourism Research,
Vol. 30 No. 1, pp. 109-124.
Knutson, B.J. (1988), “Frequent travelers: making them happy and bringing them back”, The
Cornell Hotel and Restaurant Administration Quarterly, Vol. 29 No. 1, pp. 83-87.
Kozak, M. (2001), “Comparative assessment of tourist satisfaction with destinations across two
nationalities”, Tourism Management, Vol. 22, pp. 391-401.
Laroche, M., Kalamas, M. and Cleveland, M. (2005), “‘I’ versus ‘we’, how individualists and
collectivists use information sources to formulate their service expectations”, International
Marketing Review, Vol. 22 No. 3, pp. 279-308.
LeBlanc, G. and Nguyen, N. (1996), “An examination of the factors that signal hotel image to
travelers”, Journal of Vacation Marketing, Vol. 3 No. 1, pp. 32-42.
Lee, H., Lee, Y. and Yoo, D. (2000), “The determinants of perceived service quality and its
relationship with satisfaction”, Journal of Service Marketing, Vol. 14 No. 3, pp. 217-231.
Lewis, B.R., Orledge, J. and Mitchell, V. (1994), “Service quality: students’ assessment of banks
and building societies”, International Journal of Bank Marketing, Vol. 12 No. 4, pp. 3-12.
Li, C., Lai, P.C., Chick, G.E., Zinn, H.C. and Graefe, A.R. (2007), “Cross-cultural models of
customer service: a case of country park recreation in Hong Kong”, Journal of Park and
Recreation Administration, Vol. 25 No. 3, pp. 41-66.
McCleary, K.W., Weaver, P.A. and Hutchinson, J.C. (1993), “Hotel selection factors as they relate
to business travel situations”, Journal of Travel Research, Vol. 32 No. 2, pp. 42-48.
IJCHM Ma, Q., Pearson, J.M. and Tadisina, S. (2005), “An exploratory study into factors of service
providers”, Information & Management, Vol. 42, pp. 1067-1080.
26,3 Malhotra, N.K., Ulgado, F.M., Agarwal, J., Shainesh, G. and Wu, L. (2005), “Dimensions of service
quality in developed and developing economies: multi country cross-cultural
comparisons”, International Marketing Review, Vol. 22 No. 3, pp. 256-278.
Mei, A.W.O., Dean, A.M. and White, C.J. (1999), “Analysing service quality in the hospitality
494 industry”, Managing Service Quality, Vol. 9 No. 2, pp. 136-143.
Millan, A. and Esteban, A. (2004), “Development of a multiple-item scale for measuring customer
satisfaction in travel agencies services”, Tourism Management, Vol. 25, pp. 533-546.
Mohsin, A. and Lockyer, T. (2010), “Customer perceptions of service quality in luxury hotels in
New Delphi, India: an exploratory study”, International Journal of Contemporary
Hospitality Management, Vol. 22 No. 2, pp. 160-173.
Nadiri, H. and Hussain, K. (2005), “Perceptions of service quality in North Cyprus hotels”,
International Journal of Contemporary Hospitality Management, Vol. 17 No. 6, pp. 469-480.
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
Nam, J., Ekinci, Y. and Whyatt, G. (2011), “Brand equity, brand loyalty and consumer
satisfaction”, Annals of Tourism Research, Vol. 39 No. 3, pp. 1009-1030.
Narayan, B., Rajendran, C. and Sai, L.P. (2008), “Scales to measure and benchmark service
quality in tourism industry”, Benchmarking: An International Journal, Vol. 15 No. 4,
pp. 469-493.
Olorunniwo, F., Hsu, M.K. and Udo, G.J. (2006), “Service quality, customer satisfaction, and
behavioral intentions in the service factory”, Journal of Services Marketing, Vol. 20 No. 1,
pp. 59-72.
Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), “A conceptual model of service quality
and its implications for future research”, The Journal of Marketing, Vol. 49 No. 4, pp. 41-50.
Phillips, W.J., Wolfe, K., Hodur, N. and Leistritz, F.L. (2011), “Tourist word of mouth and revisit
intentions to rural tourism destinations: a case of North Dakota, USA”, International
Journal of Tourism Research, Vol. 14 No. 4.
Poolthong, Y. and Mandhachitara, R. (2009), “Customer expectations of CSR, perceived service
quality and brand effect in Thai retail banking”, International Journal of Bank Marketing,
Vol. 27 No. 6, pp. 408-427.
Poon, W. and Low, K.L. (2005), “Are travelers satisfied with Malaysian hotels?”, International
Journal of Contemporary Hospitality Management, Vol. 17 No. 3, pp. 217-227.
Ramanathan, U. and Ramanathan, R. (2011), “Guests’ perceptions on factors influencing
customer loyalty”, International Journal of Contemporary Hospitality Management, Vol. 23
No. 1, pp. 7-25.
Redman, T. and Mathews, B.P. (1998), “Service quality and human resource management: a
review and research agenda”, Personnel Review, Vol. 27 No. 1, pp. 57-77.
Reeves, C.A. and Bednar, D.A. (1994), “Defining quality: alternatives and implications”, The
Academy of Management Review, Vol. 19 No. 3, pp. 419-445.
Rivers, M.J., Toh, R.S. and Alaoui, M. (1991), “Frequent-stayer programs: the demographic,
behavioral, and attitudinal characteristics of hotel steady sleepers”, Journal of Travel
Research, Vol. 30 No. 2, pp. 41-45.
Salazar, A., Costa, J. and Rita, P. (2010), “A service quality evaluation scale for the hospitality
sector: dimensions, attributes and behavioral intention”, Worldwide Hospitality and
Tourism Themes, Vol. 2 No. 4, pp. 383-397.
Sarı, C., Oban, R. and Erdogan, A. (2011), “Ornitho-Tourism and Antalya”, Procedia Social and
Behavioral Sciences, Vol. 19, pp. 165-172.
Stewart, H., Hope, C. and Muhlemann, A. (1998), “Professional service quality: a step beyond Service quality
other services?”, Journal of Retailing and Consumer Services, Vol. 5 No. 4, pp. 209-222.
Sureshchandar, G.S., Rajendran, C. and Kamalanabhan, T.J. (2001), “Customer perceptions of
in Antalya
service quality: a critique”, Total Quality Management, Vol. 12 No. 1, pp. 111-124.
Tribe, J. and Snaith, T. (1998), “From SERVQUAL to HOLSAT: holiday satisfaction in Varadero,
Cuba”, Tourism Management, Vol. 19 No. 1, pp. 25-34.
Tsiotsou, R. (2006), “The role of perceived product quality and overall satisfaction on purchase 495
intentions”, International Journal of Consumer Studies, Vol. 30 No. 2, pp. 207-217.
Turkish National Statistics (2011), Arriving Foreigners 2011, available at: www.tuik.gov.tr/
PreTabloArama.do, (accessed 5 May 2010).
Vinagre, M.H. and Neves, J. (2008), “The influence of service quality and patients’ emotions on
satisfaction”, International Journal of Health Care Quality Assurance, Vol. 21 No. 1,
pp. 87-103.
Webster, C. and Hung, L. (1994), “Measuring service quality and promoting decentering”, The
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
Corresponding author
Ibrahim Taylan Dortyol can be contacted at: taylan_dortyol@yahoo.com.tr
1. Antoneta Njeri Kariru, Oscar Ouma Kambona, Edwin Odhuno. 2017. Enhancing Competitiveness
Through Guests’ Experiences: A Typology of Customer Experiences in Upscale Hotels. International
Journal of Hospitality & Tourism Administration 4, 1-32. [Crossref]
2. HuangYung-Chuan, Yung-Chuan Huang, LiuChih-Hsing Sam, Chih-Hsing Sam Liu. 2017.
Moderating and mediating roles of environmental concern and ecotourism experience for revisit intention.
International Journal of Contemporary Hospitality Management 29:7, 1854-1872. [Abstract] [Full Text]
[PDF]
3. SuweeroKittipong, Kittipong Suweero, MoungnoiWutthipong, Wutthipong Moungnoi,
CharoenngamChotchai, Chotchai Charoenngam. 2017. Outsourcing decision factors of building
operation and maintenance services in the commercial sector. Property Management 35:3, 254-274.
[Abstract] [Full Text] [PDF]
4. WuMao-Ying, Mao-Ying Wu, PearcePhilip, Philip Pearce, DongWang, Wang Dong. 2017. How
satisfying are Shanghai’s superior hotels? The views of international tourists. International Journal of
Downloaded by 103.251.180.3 At 20:02 06 October 2017 (PT)
and Y tourists to Macau. International Journal of Contemporary Hospitality Management 27:7, 1685-1706.
[Abstract] [Full Text] [PDF]
19. Jianping Peng, Xinyuan Zhao, Anna S. Mattila. 2015. Improving service management in budget hotels.
International Journal of Hospitality Management 49, 139-148. [Crossref]
20. Mehmet Ali Köseoglu, Yasin Sehitoglu, Jana Craft. 2015. Academic foundations of hospitality
management research with an emerging country focus: A citation and co-citation analysis. International
Journal of Hospitality Management 45, 130-144. [Crossref]
21. Po-Ju Chen, Dipendra Singh, Ahmet Bulent Ozturk, Abdullah Makki. 2014. Can fundraising be fun? An
event management study of unique experiences, performance and quality. Tourism Review 69:4, 310-328.
[Abstract] [Full Text] [PDF]