Measuring perception of service quality of Serbian rural tourism using RURALQUAL scale
The aim of this research is to measure the perception of services quality in rural tourism in the Republic of Serbia using the RURALQUAL scale, and to determine its factor structure as well. The research was conducted during January and February 2020, using the questionnaire technique, on a sample of 298 respondents. The findings of the descriptive statistical analysis indicate a high assessment of the perception of service quality in rural tourism in the Republic of Serbia, while professionalism and basic advantages were singled out as the most important dimensions of service quality. The assessment of the perception of the actually provided service is the lowest for the tangibility dimension. The principal components analysis singled out three factors that explain 57.87% of the variance. The principal components analysis findings, after rotation produced a clear factor structure with relatively high loading and minimal item overlap, indicating factor independence. Factors are marked as: professionalism and basic benefits; tangibility and reservation; complementary benefits and environment. Therefore, measuring the perception of service quality through the RURALQUAL scale can help owners of rural tourist lodgings in obtaining feedback on the quality service provided, in order to implement an adequate strategy to improve the quality of services in rural tourism. Research limitations are presented and recommendations for future research are given.
Albacete-Saez, C. A., Fuentes-Fuentes, M. M., & Lloréns-Montes, F. J. (2007). Service quality measurement in rural accommodation. Annals of Tourism Research, 34(1), 45-65. https://doi.org/10.1016/j.annals.2006.06.010
Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2017). Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research, 56(4), 436-450. https://doi.org/10.1177/0047287516649058
Bowen, J., & Ford, R. C. (2002). Managing service organizations: Does having a “thing” make a difference?. Journal of management, 28(3), 447-469. https://doi.org/10.1016/S0149-2063(02)00135-6
Cadotte, E. R., & Turgeon, N. (1988). Key factors in guest satisfaction. Cornell Hotel and Restaurant Administration Quarterly, 28(4), 44-51. https://doi.org/10.1177/001088048802800415
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304
Cronin Jr, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of marketing, 58(1), 125-131. https://doi.org/10.1177/002224299405800110
Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29-35. https://doi.org/10.1016/j.tourman.2009.02.008
Chuang, S. T. (2010). Rural tourism: Perspectives from social exchange theory. Social Behavior and Personality, 38(10), 1313. https://doi.org/10.2224/sbp.2010.38.10.1313
Choi, H., Ann, S., Lee, K. W., & Park, D. B. (2018). Measuring service quality of rural accommodations. Sustainability, 10(2), 443. https://doi.org/10.3390/su10020443
Demonja, D., & Ružić, P. (2010). Ruralni turizam u Hrvatskoj: s hrvatskim primjerima dobre prakse i europskim iskustvima. Meridijani.
DeVellis, R. F. (2016). Scale development: Theory and applications (Vol. 26). Sage publications.
Đenadić, M., Muhi, B., & Jovanović, D. V. (2016). Rural tourism–Serbia’s missed chance. Economics of Agriculture, 63(2), 515-529. https://doi.org/10.5937/ekoPolj1602515D
Đorđević Milošević, S., & Milovanović, J. (2012). Održivi turizam ufunkciji ruralnog razvoja - Mala poljoprivredna gazdinstva i ruralni turizam uSrbiji. Fakultet za primenjenu ekologiju Futura, Univerzitet Singidunum Beograd. http://dx.doi.org/10.13140/2.1.4392.8326
Frochot, I. (2005). A benefit segmentation of tourists in rural areas: a Scottish perspective. Tourism Management, 26(3), 335-346. https://doi.org/10.1016/j.tourman.2003.11.016
Gašić, M. (2016). Turizam u funkciji razvoja ruralnih područja južne i istočne Srbije. Doktorska disertacija. Ekonomski fakultet Univerziteta u Nišu.
Gašić, M., Perić, G., & Ivanović, V. (2015). Razvijenost ruralnog turizma u Republici Srbiji. BizInfo (Blace), 6(2), 71-81. https://doi.org/10.5937/BIZINFO1502071G
Grönroos, C. (1984). A Service Quality Model and its Marketing Implications. European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
Jurdana, D. S., & Frleta, D. S. (2012). Tourism development of rural areas–customer perspective. 6th International Conference of the School of Economics and Business „Beyond the Economic Crisis: lessons Learned and Challenges Ahead”, Sarajevo, 191-205.
Kang, G. D. (2006). The hierarchical structure of service quality: integration of technical and functional quality. Managing Service Quality, 16(1), 37-50. https://doi.org/10.1108/09604520610639955
Kljaić Šebrek, J. (2020). Service quality measurement in rural tourism: an application of modified RURALQUAL model. Doctoral dissertation. University of Rijeka, Faculty of Tourism and Hospitality Management in Opatija.
Koster, R. L., & Lemelin, R. H. (2009). Appreciative inquiry and rural tourism: a case study from Canada. Tourism Geographies, 11(2), 256-269. https://doi.org/10.1080/14616680902827209
Lane, B. (1994). What is rural tourism?. Journal of sustainable tourism, 2(1-2), 7-21. https://doi.org/10.1080/09669589409510680
Lee, B. C., & Kim, D. K. (2009). Relative importance to tourism decision makers of indicators for sustainable rural tourism development in South Korea: Using AHP approach. Journal of Tourism, 10(2), 21-43.
Loureiro, S. M. C., & González, F. J. M. (2009). Perceived quality in rural lodgings in Spain and Portugal: the RURALQUAL scale. Portuguese Journal of Management Studies, 14(1), 33-52
Loureiro, S. M. C., & Kastenholz, E. (2011). Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal. International Journal of Hospitality Management, 30(3), 575-583. https://doi.org/10.1016/j.ijhm.2010.10.007
Loureiro, S. M. C. (2012). Tourism in rural areas: foundation, quality and experience. Visions for Global Tourism Industry–Creating and Sustaining Competitive Strategies, Sl, InTech, 441-460.
Loureiro, S. M. C., Breazeale, M., & Radic, A. (2019). Happiness with rural experience: Exploring the role of tourist mindfulness as a moderator. Journal of Vacation Marketing, 25(3), 279-300. https://doi.org/10.1177/1356766719849975
Mandarić, M., Milicević, S., & Sekulić, D. (2017). Traditional values in the function of promotion of Šumadija and Pomoravlje as rural tourism destinations. Economics of Agriculture, 64(2), 787-803. https://doi.org/10.5937/ekoPolj1702787M
Markovic, S., & Raspor, S. (2010). Measuring Perceived Service Quality Using SERVQUAL: A Case Study of the Croatian Hotel Industry. Management, 5(3), 195-209.
Milićević, S., Podovac, M., & Čavlin, M. (2015). Resources for development of the Rača Municipality as a rural tourism destination. Economics of Agriculture, 62(3), 751-765. https://doi.org/10.5937/ekoPolj1503751M
Muhi, B. (2010). Ruralni turizam kao faktor revitalizacije sela u Vojvodini–izazovi i pravci razvoja. Ekonomika poljoprivrede, 57(3), 475-485.
Novaković, S., & Perić, G. (2018). The identification of the main factors of the development of rural tourism on Stara Planina Mountain. 3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 775-786. https://doi.org/10.31410/tmt.2018.775
Palmer, A. (2011). Principles of Services Marketing. Mcgraw Hill Higher Education.
Pavlović, N. (2016). Entrepreneurial idea as a chance for rural tourism development. In TISC - Tourism International Scientific Conference Vrnjačka Banja, 552-568.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perception of service quality. Journal of retailing, 64(1), 12-40.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. Journal of marketing, 58(1), 111-124. https://doi.org/10.1177/002224299405800109
Pearson, R. H., & Mundform, D. J. (2010). Recommended sample size for conducting exploratory factor analysis on dichotomous data. Journal of Modern Applied Statistical Methods, 9(2), 359-368. https://doi.org/10.22237/jmasm/1288584240
Podovac, M., Đorđević, N., & Milićević, S. (2019). Rural tourism in the function of life quality improvement of rural population on Goč mountain. Economics of agriculture, 66(1), 205-220. https://doi.org/10.5937/ekoPolj1901205P
Rabotić, B. (2013). Selektivni oblici turizma. Visoka turistička škola strukovnih studija Beograd.
Radović, G. (2013). Problemi razvoja ruralnog turizma u Republici Srbiji. Agroekonomika, 59-60, 114-123.
Tornjanski, A. (2016). Značaj uslužnog sektora u privredi Srbije. Turističko poslovanje, (18), 81-90. https://doi.org/10.5937/TurPos1618081T
Todorović, M., & Bjeljac, Ž. (2007). Osnove razvoja ruralnog turizma u Srbiji. Glasnik Srpskog geografskog društva, 87(1), 135-148. https://doi.org/10.2298/GSGD0701135T
UNWTO, Mater plan održivog razvoja ruralnog turizma u Srbiji, https://futurehospitalityleaders.files.wordpress.com/2012/11/master-plan-odrzivog-razvoja-ruralnog-turizma-u-srbiji.pdf (16 March 2020)
Veljković, S. (2018). Marketing usluga. Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu
Copyright (c) 2020 BizInfo (Blace) Journal of Economics, Management and Informatics
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.