Scaling Service Quality in the Tourism Industry with Special Reference to Uttar Pradesh

The present work aims at developing a scale for measuring Service Quality in Tourism Industry with special reference to Uttar Pradesh. The study is an attempt to find out the dimensions of service quality in tourism industry with special reference to Uttar Pradesh and to see if there is a significant difference in the relative importance of the various reasons for ‘not visiting’ Uttar Pradesh. The study is based on primary data using a sample of 250 respondents(out of which 238 responses were fit to be used) who have visited Lucknow, Allahabad, Varanasi, Mathura/Vrindavan, Aligarh, Sarnath and Kushinagar for various touring objectives were studied using a structured questionnaire. The results has identified ten dimensions of service quality(core tourism experience, Value For Money, Hospitality, Availability Of Timely And Accurate Information, Facilities, Reasonability Of Prices Security, Health & Hygiene, Cuisine, Logistics)in Tourism Industry in Uttar Pradesh. Study concludes with the finding that there is no major difference in the perception on different factors age wise, income wise, profession wise, nationality wise or gender wise. But for those tourists who prefer either online or offline mode of reservation, significant difference exists for hospitality and reasonability of prices. The paper has been concluded by summarizing the work and providing directions for future research.