The Impact of Service Quality on Tourist Satisfaction: The Case Study of Rantau Abang Beach as a Turtle Sanctuary Destination

Abstract

The study was conducted to investigate the causal relationship among the components of service quality (destination image, destination support services and security, destination cleanliness and destination facilities) and tourist satisfaction. A series of multiple regressions were applied to determine the relationship between service quality and tourist satisfaction. The results of the analysis confirmed that destination image, support services and security, cleanliness and facilities directly influenced tourist satisfaction. The results also indicated that service quality has a significant and positive impact on turist satisfactions. Thus, to ensure tourists’ satisfaction, aggressive and sustained efforts should be undertaken to improve service quality.

DOI: 10.5901/mjss.2014.v5n23p1827