Service Quality Variables and Tourist Satisfaction at Destination Level – A Study of J&K Tourism

The importance of quality service as a vehicle for communication is growing in competitive markets for tourism sector. Customer satisfaction is the leading criterion for determining the quality that is actually delivered to customers through the product/service and by the accompanying servicing. The research paper undertakes tourist satisfaction by examining causal relationships among the tourism products and overall tourist satisfaction at destination level. The research paper measures the tourism service and its impact of tourist satisfaction by examining parameters like main services, accessibility and infrastructure in Jammu and Kashmir Tourism. The respondents of the research study have been tourists visiting at destinations of Jammu and Kashmir. A total of 150 respondents have been taken to collect required data pertaining to service quality and its impact on tourist satisfaction. The data has been collected through well designed questionnaire using 3-point Likert scale. The conclusion of the research study depicts that quality is considered as philosophy in guiding tourist destinations in relation to tourism services.