ABSTRACT
In recent years, overseas travel in Asia is experiencing eye-catching growth. From around the world, the number of Asian tourists is increasing, such as Australia (Reisinger & Turner, 2002) and Guam (Iverson, 1997). Also, the growth in Asia’s tourism population has also enhanced the attention of scholars and tourism operators on Asian tourists’ travel behavior, especially the issues surrounding the travel behavior of group package tourists and tour leaders (e.g., Lo & Lam, 2004; Quiroga, 1990; Wang, Hsieh, Yeh & Tsai, 2004; Wong & Kwong, 2004; Wong & Lau, 2001; Yu, Weiler & Ham, 2004). Group package tour (GPT) implies that the tourist pays a certain price to the tourist agency prior to the tour and the agency arranges all travel related services, including those provided by tour leaders and local guides (Morrison, 1989; Sheldon & Mak, 1987; Wang, Hsieh & Huan, 2000). The tourism business in Asian countries is fiercely competitive, and travel products’ service quality is one of the most important considerations when customers choose among GPTs (Heung & Chu, 2000; Lo & Lam, 2004; Wong & Kwong, 2004). The key to business success is intricately connected with whether businesses can provide the notions of high service quality (Berry, 1986). Therefore, the travel industry’s dedication to raising service quality is helpful toward sustaining existing customers and expanding new businesses. Over the past two decades, the concept of service quality has been widely applied and explored by scholars. In the research generated by numerous leading experts, the most widely cited concept has been the service quality scale (SERVQUAL) developed by Parasuraman, Zeithaml and Berry (1988). SERVQUAL was applied to different industries but some scholars proposed that service quality scales should be modified according to industry differences (Bowers, Swan & Koehler, 1994; Dabholkar, Thorpe & Rentz, 1996). Meanwhile, the discussion of service quality has become popular in tourism business, such as the travel industry, restaurants, hotels, airlines and travel destinations (Albrecht, 1992; Fick & Ritchie, 1991; Lee &
Hing, 1995; Ryan & Cliff, 1997; Saleh & Ryan, 1991). However, the scale dimensionality of SERVQUAL appears to have a weak standing and the five dimensions are not as distinct and independent as one would wish (Llosa, Chandon & Orsingher, 1998). In fact, incorporating the service quality theory into travel products is difficult. Past literature on service quality only saw a part of the service process (Swan & Bowers, 1998), but travel is a process filled with many interpersonal interactions. Travel experience influences satisfaction and service quality, the interaction between group members and tour leaders/ local guides would also affect satisfaction. Morover, GPT service puts emphasis on totality, long processes and rich details. It requires the input of many people in different industries such as hotels, airlines, restaurants and transportation, to complete the task. An error in any one segment is enough to break a tour.
