Rural tourism in Israel: service quality and orientation

Abstract

Rural tourism in Israel is a growing trend, augmented by declining agricultural income. The concept of service quality and service orientation in rural tourism establishments (B&B's) in Israel is investigated. Utilizing Grönroos's model of perceived service quality, an exploratory empirical study of 206 guests and 23 entrepreneurs revealed gaps between expected and experienced service dimensions. Based on these findings, management and marketing implications for service quality improvements are discussed along with the acute need for appropriate training.