Kurdish Studies

ISSN: 2051-4883 | e-ISSN: 2051-4891
Email: editor@kurdishstudies.net

Determining Domestic Tourists' Satisfaction of Tour Guide's Service Quality Using SERVQUAL Model at Historic City of Babylon

Muthana Faaeq Almasoodi
School of Housing Building and Planning, Universiti Sains Malaysia, Penang 11800, Malaysia.
Suraiyati Rahman
School of Housing Building and Planning, Universiti Sains Malaysia, Penang 11800, Malaysia
Keywords: Tour guide, SERVQUAL Model, Disconfirmation Theory, Tourist Satisfaction.

Abstract

The growth of tourism in Iraq is significant, and the tour guide service is essential in ensuring the tourists' satisfaction; however, the tour guide service is associated with poor service quality in Iraq, inadequate attention and assistance, and training through the development and testing of the SERVQUAL Model and tour guide qualities based on the disconfirmation theory. This study tries to measure the discrepancy between domestic tourists' expectations and experiences of tangibles. This research aims to investigate tourist satisfaction with the quality of tour guide services in Babylon City by focusing on the nine criteria contributing to tourist satisfaction and employing the SERVQUAL Model and Theory of Disconfirmation. The research approach employed is a quantitative method. The survey with a total of 394 respondents (tourists in Babylon). Which was then processed and analyzed using the data analysis using first-generation (SPSS) was adopted. Findings of the studySERVQUAL dimensions of reliability, empathy, tangibility, Safety and Security, responsiveness, tour guide attributes of Personal integrity, Professional skills, Professional attitude and ability, and Professional Knowledge were found to be significant. Tourist perceptions considerably outperformed their expectations, with a positive gap for all factors. The implication of the research contributed to this study's overarching goal is to significantly contribute to our understanding of tourism generally and domestic tourism in Babylon in particular. The findings offer valuable and specific confirmations for further studies. Specific and useful confirmations for academic studies on tour guide service quality are provided. However, this would close a gap in the existing amount of literature. Future research is expected to investigate additional factors that can influence the quality service of tour guides and the impact on tourists' satisfaction in the historic city of Babylon, as tourism policy is also required to examine Babylon city.  It also requires examination of international tourists to acquire a more thorough understanding of tour guide service quality.

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Keywords

Kurdish StudiesKurdsmigrationTurkeyKurdishKurdistangenderSyriaimmigrationIraqIraqi KurdistanrefugeesmediadiasporaMigrationfamilyAlevismRojavaYezidisautonomyUnited StatesKurdish studiestransnational migrationIranstereotypesminoritiesAlevisactivismEuropesovereigntyareal linguisticsPKKIndiaBalkans