International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 4, Issue 7 (2017)

Service quality perceptions and socio-demographic characteristics of tourists in Kashmir


Dr. Nabina Qadir

Tourism is adopted in many developing countries to ensure economic growth. It can reduce the gap between rich and poor nations by promoting the development of the country using natural and cultural attractions. High quality customer service plays an important part in the tourism experience. So, delivering high level of service quality has become an important strategy for tourism destinations, as the inflow of the tourists depends on the quality of service they receive from a destination. Tourism entrepreneurs, in order to provide better service quality, need to understand touristsí expectations, their word of mouth, current knowledge and past experience. Besides, in order to provide personalized service they have to study the socio-demographic characteristics of tourists as they have an impact on perceptions of service quality (Min and Khoon, 2013). Therefore, the study was aimed to investigate the role of demographic factors in the evaluation of service quality. A sample of 1043 tourists (727 domestic and 316 foreign) was surveyed through structured questionnaire and the analysis was done in relation to touristsí socio-demographic characteristics. F-test/t-test was used to test the variation in service quality experienced by various groups based on demographic characteristics. The results of the study demonstrate that service perception of touristsí varies significantly (p<0.05) among groups based on age and purpose of visit. However, service quality based on income and occupation varies significantly (p<0.05) among foreign tourists only.
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How to cite this article:
Dr. Nabina Qadir. Service quality perceptions and socio-demographic characteristics of tourists in Kashmir. International Journal of Multidisciplinary Research and Development, Volume 4, Issue 7, 2017, Pages 406-415
International Journal of Multidisciplinary Research and Development