Service Quality of Tourist Camps in Mongolia

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SERVICE QUALITY OF TOURIST CAMPS IN MONGOLIA

OYUN MYAGMAR

Project submitted in partial fulfillment of the requirements for the degree BACHELOR OF TOURISM AND HOSPITALITY MANAGEMENT
at

RAFFLES UNIVERSITY
Ulaanbaatar, MONGOLIA
September, 2008
DECLARATIONS
I declare the following:
1. That the material contained in this internship project/dissertation is the end result of my own work and that due acknowledgement has been given in the bibliography and references to ALL sources be they printed, electronic or personal. 2. The Word Count of this Internship Project/Dissertation is……………………………………….. 3. I have read the Raffles University Policy on Ethics in Research and I confirm that ethical issues have been considered, evaluated and appropriately addressed in this research. SIGNED:

ACKNOWLEDGEMENT
Many thanks are due to people who contributed significantly to the completion of this study; to my supervisor Alyssia Wong, who gave her time, guidance and support in assisting me to complete this study; to New Juulchin company’s manager, Oyunsaikhan who allowed me to distribute the survey questionnaires to the tourists and tour guides of JWTC who helped to me to distribute survey questionnaires; to my sister Nomin who has being with me and helped me to distribute the questionnaires; to my parents who gave me love and support.

ABSTRACT
The purpose of this study is to examine and describe the service quality of tourist camps’ which operate in Mongolia. This study investigated how to improve service quality through service satisfaction survey. The significance of this study was that the finding would encourage tourist camp and tour operator (JWTC) management to develop their products and services according to service quality dimensions. The three major objectives of this study were:

1. To determine the important factors when tourists choose the tourist camp 2. To identify the dimensions of service quality of tourist camps 3. To develop a series of recommendations to improve the current tourist camps services. The review of literature discussed about service quality, what is quality means to the hospitality and tourism industry, and discussed the dimensions of SEVQUAL model. In addition, mentioned about the understanding of customer satisfaction and measuring customer satisfaction in tourism and hospitality industry. The purpose of this study was to assess and describe the service quality of the tourist camps. Therefore, a researcher distributed 50 survey questionnaires to a selected respondents, who has experience in staying at tourist camps in Mongolia and 46 of usable survey questionnaires were collected. Data for this study were applied descriptive statistics (frequency and means) to all the questions to gain an understanding of the nature of responses. The study has resulted that the guests are most satisfied with tangible dimension of SERVQUAL model and least satisfied with the responsiveness of the staff. So, a researcher has suggested some recommendations to improve this dimension.

TABLE OF CONTENTS
DECLARATIONS2
ACKNOWLEDGEMENT3
ABSTRACT4
TABLE OF CONTENTS5
LIST OF TABLES7
LIST OF FIGURES8
CHAPTER I: INTRODUCTION9
1.1Introduction9
1.2Company profile9
1.3Service Partners of JWTC12
1.4Problem Statement13
1.5 Research Questions14
1.6Research Objectives14
1.7Methodology15
1.8Scope of study15
1.9Limitations15
1.10Dissertation Outline16
CHAPTER II: LITERATURE REVIEW17
2.1Introduction17
2.2Definition of Service Quality17
2.3Quality in Hospitality and Tourism Services19
2.4SERVQUAL model19
2.5Customer Satisfaction21
2.6 Measuring customer satisfaction in tourism industry22
CHAPTER III: RESEARCH METHODOLOGY23
3.1Introduction23
3.2Theoretical Framework/Research Design23
3.3Area of the study24
3.4Data Gathering Procedure25
3.5Sampling method25
3.6Attitudes measuring and Attitudes...
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