Analyzing the Impact of Service Quality of Food and Beverages Outlets on Tourists’ Satisfaction in Goa, India

Goa is famous not only for its beaches and places of historic monuments but also for variety and delicious food offered, which make Goa famous between food lovers. Goan food includes variety of options like Indian, Continental, Mexican, Chinese and lot more. Identification of dimensions of service quality of food and beverages and their impact on tourist satisfaction is pivotal for the stakeholders in improving their quality in future, which will lead to tourist satisfaction. The study investigates the impact of the dimensions of service quality of food and beverages on the tourist satisfaction in food and beverages outlets. A structured questionnaire was developed using different dimensions of service quality of food and beverages from existing literature. For the purpose of study 650 tourists visiting Goa, India were interviewed. Data collected was analyzed using factor analysis for dimension reduction, further factors multiple regression analysis was conducted to study the relationship between factors and tourist satisfaction. The study revealed that there is positive impact of all the identified dimensions of service quality of food and beverages on the tourist satisfaction. The present study will be helpful to the management of food and beverages outlets in the context of improving service quality of food and beverages outlets to maintain customer satisfaction and loyalty.