농가숙박 서비스품질의 기대-만족 분석

The Differences of Experienced verse Expected Service Quality of Farm Stay in Rural Korea

This study aims to analyze the differences of experienced versus expected service quality levels on farm stay measured with respect to 15 measurements derived from Fleischer’s and Reichel’s study. Utilizing Grönroos’s model of perceived service quality, an exploratory empirical study of 104 quests reveals gaps between expected and experienced service dimensions. The results of this study are as follows; First, functional quality appears to be a very important facet of the perceived service, and the importance of image by means of functional quality should be recognized to host householders. Second, governmental rural tourism project should concentrate on facilitating technical service quality, especially air-conditioning and room furnishings.