TOURISTS AND RETAILERS PERCEPTIONS OF SERVICES

This paper describes a study which measures tourist and retailers' perceptions of service levels in a tourism destination. A service quality model was used to develop survey items and interpret the results. The service dimensions used to evaluate a tourism experience included reliability, responsive, assurance, and access. The results indicate tourists evaluate tourism services based on ''who'' delivers as opposed to the nature of the services (as outlined in the Service Quality model). This has implications for those who create and service tourism destinations, such as city planners and leaders, tourism convention and visitor bureaus, and retailers.