Value Segmentation of Tourists' Expectations of Service Quality

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Abstract
In this decade, the predominant research areas in service marketing have been service quality and export of services. With the generic characteristics of intangibility, inseparability, heterogeneity and perishability, the important of service quality as a strategic factor has been well documented. The advent of the SERVQUAL inventory enabled both marketing scholars and practitioners to resolve some issues on the measurement of service quality. This study investigated touristsÆ expectations on the quality of organized tour service and the influences of cultural values on quality expectations. The cross-cultural investigation explored the use of cultural valued in segmenting the international tourism market, so as to provide insights into the effective export of services.

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