Guided tours : quality characteristics

Abstract

The concept of Service Quality is multi-dimensional and each component of a service can affect the consumer’s experience which impacts on the perception of the service quality levels. When consumers purchase a guided tour they are purchasing an experience. Taking Malta as a case study, this paper investigates the expectations and perceptions of a guest before, during and after the tour. This study focuses on service delivery by gaining information about the functions of guided tours and the role of tourist guides on guided tours amongst other crucial factors. A framework has been developed in order to evaluate the services offered and the main factors of the functions of the guided tour. It is based on research by Schmidt (1979) and Best (2012). The study and observation of the tours took place on the two main tours of the Islands which are a full day tour of Malta and a full day tour of Gozo. The outcomes of the framework show an understanding of the visitors’ perception of their experience on the tour via a quantitative approach using questionnaires compared to the service providers’ viewpoint such as the guides and tour co-ordinators using a qualitative approach. The one main contentious issue which stands out from this study is transport provision during the tour, where transport is occasionally late and the drivers are not always presentable. It is recommended that the contracted garages should ensure that the transport booked is on time and that the drivers look presentable, need up skilling such as being in possession of good knowledge of the Maltese road system.