Perception of the quality of tourist services in rural areas: Cuenca-Ecuador case
DOI:
https://doi.org/10.25145/j.pasos.2023.21.056Keywords:
Service quality, Perception, Service, Satisfaction, World heritageAbstract
The aim of this paper is to analyze the perceptions of the quality of the service of the tourists who visited the rural areas of the city of Cuenca, Ecuador, as a complement to the tourist offer of this destination -cultural heritage of humanity-. A questionnaire with a scale Servqual - Service Quality was obtained from a random sample of 326 tourists to measure the quality of tourist services. A non-probabilistic sample was drawn for convenience and a principal component analysis was applied to determine the dimensions of service quality that only collected the perceptions of the defined elements. The most significant findings show that the quality of the tourist service is satisfactory and five dimensions of quality were identified: safety, tangibility, trust, empathy and responsiveness in the rural areas under study. The study suggests that rural spaces must offer quality in their tourist offer so that it is an attraction for tourists within the destinations.
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Copyright (c) 2023 Silvana Astudillo, Otilia Cordero, Pablo Beltrán, Soledad Escandón
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