Mapping service quality in the tourism industry

摘要: This study suggests a new approach to the exploratory and evaluative research of service‐quality dimensions by employing correspondence analysis (CA). Although several studies have investigated service quality providers using descriptive measures statistical tests, this presents graphical interpretation SERVQUAL data aid managerial decision‐making in tourism industry. paper also examines expectations perceptions two distinct groups determining differences between German Russian tourists’ evaluations tour operators. The concludes that CA can be used effectively evaluating displaying expectations/perceptions consumer groups. Managerial implications for travel administrators are discussed. Tour operators should consider cultural evaluations.