Beyond Quality of Service: Exploring What Tourists Really Value

  • Jesús AlcobaEmail author
  • Susan Mostajo
  • Rowell Paras
  • Romano Angelico Ebron
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 279)


Experience economy is the last segment in the growth of economic value. After the appearance of services and the quality assurance culture, experience design and management point to experience quality as the new way to assess what the customer really values. Focusing on tourism industry, the present article compares a wide sample of tourists’ numerical scores and verbal assessments, analyzed with a sentiment analysis engine. The objective is to acquire a deeper knowledge of the concept of experience quality to find out what the tourist really values.


Quality of service Quality of experience Tourism Experience Design Service science Meaning Narrative Sentiment analysis 



The authors of this paper would like to express their gratitude to Bitext for providing the sentiment analysis technology that made possible the data exploration.


  1. 1.
    Spohrer, J., Anderson, L., Pass, N., Ager, T.: Service science and service-dominant logic. In: Otago Forum, vol. 2. Otago (2008)Google Scholar
  2. 2.
    Vargo, S.L., Lusch, R.F.: Evolving to a new dominant logic for marketing. J. Mark. 68(1), 1–17 (2004)CrossRefGoogle Scholar
  3. 3.
    Vargo, S.L., Lusch, R.F.: Service-dominant logic: continuing the evolution. J. Acad. Mark. Sci. 36(1), 1–10 (2007)CrossRefGoogle Scholar
  4. 4.
    Vargo, S.L., Lusch, R.F.: Institutions and axioms: an extension and update of service-dominant logic. J. Acad. Mark. Sci. 44(1), 5–23 (2015)CrossRefGoogle Scholar
  5. 5.
    Spohrer, J., Maglio, P.P., Bailey, J., Gruhl, D.: Steps toward a science of service systems. Computer 40(1), 71–77 (2007)CrossRefGoogle Scholar
  6. 6.
    Spohrer, J., Maglio, P.P.: The emergence of service science: toward systematic service innovations to accelerate co-creation of value. Prod. Oper. Manag. 17(3), 238–246 (2009)CrossRefGoogle Scholar
  7. 7.
    IfM & IBM: Succeeding through service innovation: a service perspective for education, research, business and government. In: Cambridge Service Science, Management and Engineering Symposium, University of Cambridge Institute for Manufacturing, Cambridge (2008)Google Scholar
  8. 8.
    Maglio, P.P., Vargo, S.L., Caswell, N., Spohrer, J.: The service system is the basic abstraction of service science. Inf. Syst. e-Bus. Manag. 4(7), 395–406 (2009)CrossRefGoogle Scholar
  9. 9.
    Pine, J., Gilmore, J.H.: Welcome to the experience economy. Harv. Bus. Rev. 76(4), 97–105 (1998)Google Scholar
  10. 10.
    Alcoba, J., Mostajo, S., Clores, R., Paras, R., Mejia, G.C., Ebron, R.A.: Tourism as a life experience: a service science approach. In: Nóvoa, H., Drăgoicea, M. (eds.) IESS 2015. LNBIP, vol. 201, pp. 190–203. Springer, Cham (2015). doi: 10.1007/978-3-319-14980-6_15 Google Scholar
  11. 11.
    Alcoba, J.: Beyond the paradox of service industrialization: approaches to design meaningful services. In: Wang, J. (ed.) Management Science, Logistics and Operations Research. IGI Global, Hershey (2014)Google Scholar
  12. 12.
    Alcoba, J., Mostajo, S., Paras, R., Mejia, G.C., Ebron, R.A.: Framing meaningful experiences toward a service science-based tourism experience design. In: Borangiu, T., Drăgoicea, M., Nóvoa, H. (eds.) IESS 2016. LNBIP, vol. 247, pp. 129–140. Springer, Cham (2016). doi: 10.1007/978-3-319-32689-4_10 Google Scholar
  13. 13.
    Jain, S., Gupta, G.: Measuring service quality: SERVQUAL vs SERVPERF scales. VIKALPA 29(2), 25–37 (2004)CrossRefGoogle Scholar
  14. 14.
    Krishnan, C.: Zero defect management – a study on the relevance in modern days. Int. Res. J. Eng. Technol. 02(05), 578–581 (2015)Google Scholar
  15. 15.
    Aurel, T., Simina, R., Stefan, T.: Continuous quality improvement in modern organizations through Kaizen management. In: 9th Research/Expert Conference with International Participations “QUALITY 2015”, pp. 27–32. B&H, Neum (2015)Google Scholar
  16. 16.
    Alcoba, J.: The paradox of service industrialization and the creation of meaning. Int. J. Serv. Sci. Manag. Eng. Technol. 3(2), 50–62 (2012)CrossRefGoogle Scholar
  17. 17.
    Wolak, R., Kalafatis, S., Harris, P.: An investigation into four characteristics of services. J. Emp. Gen. Mark. Sci. 3, 22–43 (1998)Google Scholar
  18. 18.
    Pine, J., Gilmore, J.: The Experience Economy: Work is Theatre and Every Business is a Stage. Harvard Business School Press, Boston (1999)Google Scholar
  19. 19.
    Lasalle, D., Britton, T.: Priceless: Turning Ordinary Products into Extraordinary Experiences. Harvard Business School Press, Boston (2003)Google Scholar
  20. 20.
    Hassenzahl, M., Tractinsky, N.: User experience – a research agenda. Behav. Inf. Technol. 25(2), 91–97 (2006)CrossRefGoogle Scholar
  21. 21.
    Kuipers, F., Kooij, R., Vleeschauwer, D., Brunnström, K.: Techniques for measuring quality of experience. In: Osipov, E., Kassler, A., Bohnert, T.M., Masip-Bruin, X. (eds.) WWIC 2010. LNCS, vol. 6074, pp. 216–227. Springer, Heidelberg (2010). doi: 10.1007/978-3-642-13315-2_18 CrossRefGoogle Scholar
  22. 22.
    Migueis, V., Novoa, H.: Using user-generated content to explore hotel service quality. In: Borangiu, T., Drăgoicea, M., Nóvoa, H. (eds.) Exploring Services Science. LNBIP, vol. 247, pp. 155–169. Springer, Heidelberg (2016)Google Scholar
  23. 23.
    Reichheld, F.: The one number you need to grow. Harv. Bus. Rev. 82(6), 133 (2004)Google Scholar
  24. 24.
    Godbey, G.: Leisure and Leisure Services in the 21st Century. Venture Publishing, State College (1997)Google Scholar
  25. 25.
    Wyllie, R.W.: Tourism and Society. Venture Publishing, State College (2000)Google Scholar
  26. 26.
    Dotchin, J.A., Oakland, J.S.: Total quality management in services Part 2: service quality. Int. J. Qual. Reliab. Manag. 11(3), 27–42 (1994)CrossRefGoogle Scholar
  27. 27.
    Zeithaml, V.A., Berry, L.L., Parasuraman, A.: The behavioral consequences of service quality. J. Mark. 60, 31–46 (1996)CrossRefGoogle Scholar
  28. 28.
    Kara, A., Lonial, S., Tarim, M., Zaim, S.: A paradox of service quality in turkey: the seemingly contradictory relative importance of tangible and intangible determinants of service quality. Eur. Bus. Rev. 17(1), 5–20 (2005)CrossRefGoogle Scholar
  29. 29.
    Albacete-Saez, C.A., Fuentes-Fuentes, M.M., Llorens-Montes, F.J.: Service quality measurement in rural accommodation. Ann. Tour. Res. 34(1), 45–65 (2007)CrossRefGoogle Scholar
  30. 30.
    Pawitra, T.A., Tan, K.C.: Tourist satisfaction in Singapore – a perspective from Indonesian tourists. Manag. Serv. Qual. 13(5), 399–411 (2003)CrossRefGoogle Scholar
  31. 31.
    Tian-Cole, S., Cromption, J.L.: A conceptualization of the relationships between service quality and visitor satisfaction, and their links to destination selection. Leis. Stud. 22(1), 65–80 (2003)CrossRefGoogle Scholar
  32. 32.
    Sparks, R., Westgate, M.: Broad-based and targeted sponsorship strategies in Canadian women’s ice-hockey. Int. J. Sports Mark. Sponsors. 4(1), 59–84 (2002)Google Scholar
  33. 33.
    Babikas, E., Bienstock, C.C., Van Scotter, J.R.: Linking perceived quality and customer satisfaction to store traffic and revenue growth. Decis. Sci. 35(4), 713–737 (2004)CrossRefGoogle Scholar
  34. 34.
    Gotlieb, J.B., Grewal, D., Brown, S.W.: Consumer satisfaction and perceived quality: complementary or divergent constructs? J. Appl. Psychol. 79(6), 875–885 (1994)CrossRefGoogle Scholar
  35. 35.
    Parasuraman, A., Zeithaml, V., Berry, L.: SERVQUAL: a multi-item scale for measuring customer perceptions of service quality. J. Retail. 64(1), 12–40 (1988)Google Scholar
  36. 36.
    Bolton, R.N., Drew, J.H.: A multistage model of customers’ assessments of service quality and value. J. Consum. Res. 17, 375–384 (1991)CrossRefGoogle Scholar
  37. 37.
    Abu Ali, J., Howaidee, M.: The impact of service quality on tourist satisfaction in Jerash. Interdiscip. J. Contemp. Res. Bus. 3(12), 164–187 (2012)Google Scholar
  38. 38.
    Ebrahimpour, A., Haghkhah, A.: The role of service quality in development of tourism industry (2010).
  39. 39.
    Bernthal, M.J., Sawyer, L.L.: The importance of expectations on participatory sport event satisfaction: an exploration into the effect of athlete skill level on service expectations. Sport J. 7(3) (2004). Accessed 6 June 2012
  40. 40.
    Brady, M.K., Cronin, J.J.: Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. J. Mark. 65, 34–49 (2001)CrossRefGoogle Scholar
  41. 41.
    Bitner, M.J.: Evaluating service encounters: the effects of physical surroundings and employee responses. J. Mark. 54, 69–82 (1990)CrossRefGoogle Scholar
  42. 42.
    Jennings, G., Lee, Y., Ayling, A., Lunny, B., Cater, C., Ollenburg, C.: Quality tourism experiences: reviews, reflections, research agendas. J. Hosp. Mark. Manag. 18(2–3), 294–310 (2009)Google Scholar
  43. 43.
    Haven-Tang, C., Jones, C.: Delivering quality experiences for sustainable tourism development: harnessing a sense of place in Monmouthshire. In: Morgan, M., Lugosi, P., Ritchie, J.R.B. (eds.) Tourism and Leisure Experience: Consumer and Managerial Perspectives, vol. 44, pp. 163–181. Channel View Publications, Bristol (2010)Google Scholar
  44. 44.
    Fernandes, T., Cruz, M.: Dimentions and outcomes of experience quality in tourism. The case of port wine cellars. J. Retail. Consum. Serv. 31, 371–379 (2016)CrossRefGoogle Scholar
  45. 45.
    Otto, J., Ritchie, B.: The service experience in tourism. Tour. Manag. 17(3), 165–174 (1996)CrossRefGoogle Scholar
  46. 46.
    Kim, H., Woo, E., Uysal, M.: Tourism experience and quality of life among elderly tourists. Tour. Manag. 46, 465–476 (2015)CrossRefGoogle Scholar
  47. 47.
    Benjamins, V.R., Cadenas, D., Alonso, P., Valderrabanos, A., Gomez, J.: The voice of the customer for Digital Telcos. In: 13th International Semantic Web Conference. ISWC, Trentino (2014)Google Scholar

Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Jesús Alcoba
    • 1
    Email author
  • Susan Mostajo
    • 2
  • Rowell Paras
    • 2
  • Romano Angelico Ebron
    • 2
  1. 1.Centro Superior de Estudios Universitarios La SalleMadridSpain
  2. 2.De La Salle University-DasmariñasDasmariñasPhilippines

Personalised recommendations