C Rajendran

The purpose of this paper is to identify dimensions of service quality (SQ) and their corresponding measurement variables in the tourism industry by focusing on India, a South Asian destination. The dimensions and the measurement variables have been identified through a detailed review of literature and exploratory research. Service quality in tourism comprises 10 dimensions, namely core-tourism experience, information, hospitality, fairness of price, hygiene, amenities, value for money, logistics, food and security. This study aims to enrich the body of knowledge pertaining to similar work undertaken by researchers in other parts of the world. The growing importance of Asian destinations in the global tourism market in general and emergence of India as a prominent tourist destination in South Asia in particular marks the importance of this study. The proposed framework is expected to equip the tour operators in the western world to better understand the tourism industry in South-Asian destinations. It would also be useful to service-providers for managing other equally important tourist destinations in South Asia and Asia-Pacific regions, which are endowed with similar socio-cultural backgrounds.