An Exploratory Examination of Service Quality Attributes in the Ecotourism Industry

ABSTRACT

This study explores service quality attributes of ecolodges in Australia. In-depth interviews were used to develop service quality dimensions that ecotourists believe to be of importance when visiting ecolodges. The performance-based measure of service quality (SERVPERF) was adapted as a generic measure of service quality in order to investigate whether the SERVPERF instrument is applicable to the ecolodge industry. Findings indicate that three additional dimensions are specific to the ecolodge sector: eco-friendly practices, eco-activities, and eco-learning. The findings are significant in assessing guests’ perceptions of service quality in the ecotourism area and can serve as a framework for further empirical research.

KEYWORDS:

• Service quality
• SERVPERF
• ecolodges
• ecotourism
• in-depth interviews

Acknowledgments

The Central Queensland University Human Research Ethics Committee granted approval for the conduct of the project (approval number H15/04–074).

Additional information

Notes on contributors

Joowon Ban

Joowon Ban, PhD, School of Business and Law, Higher Education Division, Central Queensland University, 160 Ann Street, Brisbane QLD 4000, Australia (E-mail: [email protected]).

Rooma Roshnee Ramsaran

Rooma Roshnee Ramsaran, Senior Lecturer in Marketing, School of Business and Law, Higher Education Division, Central Queensland University, 160 Ann Street, Brisbane QLD 4000, Australia (E-mail: [email protected]).