6th International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

Linking Tourism Service Quality Measurement and Qualitative Marketing Research
​
Ines Djokic –   University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
Nikola Milicevic –   University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia
Nenad Djokic   –   University of Novi Sad, Faculty of Economics in Subotica, 9-11 Segedinski put, 24000 Subotica, Republic
of Serbia

DOI:   https://doi.org/10.31410/tmt.2021-2022.347
​​​

Abstract:   Generally, increasing service quality leads to more satisfied and loyal service customers. The instruments for measuring service quality are developed and implemented in many service industries, including tourism. However, using such instruments for assessing tourism service quality con­siders conducting quantitative marketing research which requires signif­icant resources and cannot be performed constantly. On the other hand, the best way to capture all the aspects of tourism service quality is to use those instruments. The authors of this paper consider the possibility of using qualitative marketing research and available data about tourists’ reviews as a manner for monitoring tourism service quality constantly. They pro­pose the approach in which tourists’ reviews are analysed within the quali­tative marketing research framework by using quantitative tourism service quality instruments’ items and/or dimensions for coding. The demonstra­tion of such an approach is presented followed by a managerial implica­tions discussion. 

Keywords:   SERVQUAL; Tourists’ Reviews;  Coding; RQDA

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