Examining service quality, tourist attitudinal loyalty, and the moderating role of tourist demographics: using the TOURQUAL model

This study examines service quality, tourist attitudinal loyalty and the moderating role of tourist demographics using the TOURQUAL Model. Structured questionnaires were used to collect data from 400 tourists who visited Zimbabwe Parks and Wildlife Management Authority tourism destinations. Quantitative methodologies were employed in this study. The findings from the study show that experience and physical environment quality positively influences tourist attitudinal loyalty. The results from the study further indicate that accessibility quality positively influences tourist attitudinal loyalty. Moreover, the results show that overall service quality positively leads to tourist attitudinal loyalty. The findings also reveal that the interplay between tourist attitudinal loyalty and quality of services is not moderated by the gender or income of the tourists. The age of tourists moderates the interplay between service quality and tourist attitudinal loyalty. The effect of service quality on tourist attitudinal loyalty is stronger for older tourists than for young tourists. The findings of this study contribute significantly to the existing tourism and marketing body of knowledge. It is strongly recommended that Zimbabwe Parks and Wildlife Management Authority and other destination management companies, consider the dimensions of service quality and age of tourists when developing strategies that trigger tourist attitudinal loyalty.