Possibilities of Turning Passive Rural Areas into Tourist Attractions Through Attained Service Quality

This paper gives an overview of the quality of tourism service in rural areas of the South Bačka District, one of the most economically developed parts of Serbia. The main objective of the research is to determine the correlation between the expected and perceived values of the quality of service by...

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Bibliographic Details
Published inEuropean countryside Vol. 12; no. 2; pp. 179 - 192
Main Authors Gajić, Tamara, Petrović, Marko D., Radovanović, Milan M., Tretiakova, Tatiana N., Syromiatnikova, Julia A.
Format Journal Article
LanguageEnglish
Published Brno Sciendo 01.06.2020
De Gruyter Poland
Subjects
Data processing
Local authorities
Quality
Quality of service
Rural areas
Rural communities
rural development
Rural tourism
service quality
South Bačka
Tourism
Tourist attractions
Tourists
Visitors
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Summary:This paper gives an overview of the quality of tourism service in rural areas of the South Bačka District, one of the most economically developed parts of Serbia. The main objective of the research is to determine the correlation between the expected and perceived values of the quality of service by collecting and processing data. The modified SERVQUAL questionnaire was applied in the study, and all obtained data were analyzed in the SPSS software 23.00. As a result of the survey, it was found that tourists had significantly higher expectations than perceived service. The results obtained can serve for broader thematic research and contribute to the definition of appropriate corrective actions to improve the quality of tourism services in the selected rural area. Moreover, these are the key propositions to start an initiative for the improvement of tourism services in any undeveloped rural setting with a tourism offer. The results provide tourism organizers and local authorities with important visitors’ perpceptions pertaining to the quality of rural tourism service.
ISSN:1803-8417
1803-8417
DOI:10.2478/euco-2020-0010