SERVICE QUALITY IN RURAL LODGING UNITS. AGROTURISM IN TRÁS-OS-MONTES AND ALTO DOURO, PORTUGAL

Abstract

This article has two main objectives: firstly, through a principal components analysis, to identify the most important service quality dimensions of rural lodging units in farms with agricultural activities. Secondly, to assess how those dimensions influence the customer satisfaction of the agro-tourist.
During the study the main purpose was to assess the service provided to agrotourists using the SERVQUAL scale in Trás-os-Montes and Alto Douro in the North of Portugal.
There are two main conclusions: on the one hand, three main dimensions to explain the perceived quality were found: Institutional and Personnel Attitude, Informational and Promotional Contacts and Physical Evidence, though the first one is the most important one as it accounts for 65% of the explained variance of the sample. On the other hand, Institutional and Personnel Attitude was found as the most important dimension influencing the agro-tourist satisfaction when staying in rural farms. Nevertheless, the three dimensions found help explain 80% of the customer satisfaction.