Investigating the relationship between service quality and destination loyalty: A study on Shaam-E-Sarhad Village resort, Hodka, Gujarat, India

The tourism and hospitality industry in a service sector is nothing but consuming services and gaining new experiences. The success or failure of this industry depends on the quality of services available at the destination. At present, tourism has become a booming industry in India and there has been a huge shift in tourists‘ attitude from the back of the bus, five-star tour to something more interactive and in that connection, the rural tourism plays an important role.. But it is unfortunate that most of the time, while promoting such destination we overlook the quality of available services. Therefore, many a time even if any rural destination has great tourism potentials, it fails to grab the tourists‘ attention. In this paper the researchers have found that there is a connection in between service quality and destination loyalty through tourist's satisfaction at any place, and destination loyalty ensures increasing volume of tourists at a destination that leads towards the sustained tourism. In this paper the researchers have mentioned the ’Shaam-E-Sarhad’ Village Resort, situated in Hodka Village in the state of Gujarat, India, as a case study to examine the relationship between tourism service quality and destination loyalty. Both qualitative and quantitative data have been used in this study. Tourists’ feedbacks have been taken from the TripAdvisor. Inc. Finally, ’Content Analysis Method’ has been adapted to analyze the data regarding Service Quality, Satisfaction and Destination Loyalty from the tourists’ feedbacks to examine their interrelationship