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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| This paper aims at assessing the relationship between tourist attraction and quality of hotels in Malaysia, in terms of service quality, amicable provision, hygiene and comfort. To this end, the research applies the SERVQUAL model and Expectancy Disconfirmation Theory (EDT) to determine how the key service dimensions of responsiveness, assurance, empathy, reliability, and tangibility influence tourist satisfaction and their perceptions of revisiting. Using random sample of 300 participants, the data collected through questionnaires reveal that service quality and cleanliness are the most influential factors that can shape tourist satisfaction, with 76% of the participants reporting high satisfaction rate when hotels’ quality was higher than their anticipations. Also, 68% of the respondents said that clean amenities added greatly to their experience in the premises. The research also reveals that positive disconfirmation that occurs when actual experiences with services exceed perceived expectations, resulted to 65% increase of revisit intention. Based on these findings, it would be significant to enhance service quality, maintain hotels’ facilities, and put emphasis on cleanliness to increase the number of tourists and make them visit the locations again. The findings of the paper offer specific suggestions to hotel managers on how to address these areas and help maintain Malaysia’s sustainable competitive advantage in the international tourism industry. |
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