Chapter 14: Exploring SERVQUAL Dimensions and Their Influence on Tourist Satisfaction in Virtual Tourist Experiences: A Proposed Framework

The tourism industry has experienced a significant change in service delivery, mostly facilitated by the incorporation of virtual reality (VR) in production and provision of services. SERVQUAL dimensions are extensively applied to study the impact on tourist satisfaction in tourism products. As VR delves into the tourism industry, the attribute of services has undergone significant transformation, suggesting potential transformation in service climate and service quality dimensions. This conceptual study proposes to explore the influence of tourists’ satisfaction of virtual tourist experiences (VTE). This chapter offers critical insights to tourism stakeholders enabling them to reshape the services to enhance tourists’ satisfaction.