Table I Service quality and experience...

Table I

Service quality and experience attributes at ecotourism locations

			Emerging from qualitative study
Service and experience attributes		Examples of existing literature in ecotourism	(Ratio equivalent n/22 × 100)
Assurance1	Feeling safe during my visit	Parasuraman et al. (1988), Khan (2003), Kim Lian and Baum (2007) and Yusof et al.	22
Assurance2	Staff providing necessary information	Parasuraman et al. (1988) and Khan (2003)	18
Assurance3	Staff having knowledge to answer my questions	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	11
Assurance4	Staff instilling confidence in customers	Parasuraman et al. (1988) and Khan (2003)	20
Assurance5	Staff consistently courteous	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	17
Reliability1	Staff providing services at promised time	Parasuraman et al. (1988) and Khan (2003)	13
Reliability2	Staff insisting error-free service	Parasuraman et al. (1988) and Khan (2003)	12
Reliability3	Staff performing the service right the first time	Parasuraman et al. (1988) and Khan (2003)	11
Reliability4	Staff showing sincere interest in solving problem	Parasuraman et al. (1988) and Khan (2003)	13
Reliability5	Staff providing reliable information	Yusof et al.	14
Responsiveness1	Staff always willing to help	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	20
Responsiveness2	Staff giving prompt service to customers	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	20
Responsiveness3	Staff never busy to help	Parasuraman et al. (1988) and Khan (2003)	11
Responsiveness4	Staff providing details regarding the service/product offered	Qualitative result	14
Empathy1	Staff providing tourists with personal attention	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	14
Empathy 2	Staff understanding the specific needs of tourists	Khan (2003)	11
Empathy3	Operating hours of services being convenient	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	15
Tangible1	Facilities reflecting local influence	Parasuraman et al. (1988) and Khan (2003)	21
Tangible2	Materials and facilities visually appealing	Parasuraman et al. (1988)	22
Tangible3	Facilities being clean	Qualitative result	20
Tangible4	Facilities being comfortable	Qualitative result	13
Tangible5	Natural resources easy to access (i.e. adequate transport, materials used to interact with nature […])	Yusof et al.	19
Eco-tangible1	Facilities appropriate to the environment	Khan (2003) and Yusof et al.	15
Eco-tangible2	Equipment minimizing degradation	Khan (2003)	14
Eco-tangible3	Facilities environmentally safe	Khan (2003)	13
Eco-tangible4	The transport minimizing the pollution	Qualitative result	12
Eco-tangible5	The environment being unpolluted	Qualitative result	20
Eco-tangible6	The nature being wild and undisturbed	Eagles (1992)	22
Eco-tangible7	The scenery and nature being attractive	Lu and Stepchenkova (2012) and Yusof et al.	22
Price-quality1	Price fitting service quality	Qualitative result	22
Price-quality2	Staff respecting the listed prices	Qualitative result	13
Price-quality3	Staff ensuring the quality of services fits the listed prices	Qualitative result	14
Interaction with local1	Local people showing hospitality toward tourists	Qualitative result	22
Interaction with local2	Local people not having discrimination against different tourists	Qualitative result	17
Interaction with local3	Simple and authentic meetings with local people	Qualitative result	16
Interaction with local4	Experience of new lifestyles (local culture)	Eagles (1992)	18
Interaction with nature1	Authentic interaction with nature	Qualitative result	22
Interaction with nature2	Different nature-based local activities (jungle tracking, kayaking, live animals […])	Holden and Sparrowhawk (2002), Lu and Stepchenkova (2012) and Yusof et al.	20
Interaction with nature3	Delicious local foods made with natural ingredients	Qualitative result	22
Interaction with nature4	Beautiful and original local products made by using natural resources	Qualitative result	14
Interaction with other customers1	Not disturbed by the presence of other tourists in my visit (number, density)	Qualitative result	20
Interaction with other customers2	Nice exchange with other tourists in my visit	Eagles (1992), Kim Lian and Baum (2007) and Lu and Stepchunenkova (2012)	16
Interaction with other customers3	Proper behavior of other tourists in my visit	Qualitative result	13
Relaxation1	Feeling like home	Eagles (1992) and Kim Lian and Baum (2007)	16
Relaxation2	Feeling a change from my busy job	Eagles (1992)	21
Relaxation3	Feeling an escape from the demands of life	Eagles (1992)	22
Relaxation4	Feeling I could act the way I like	Eagles (1992)	16
Relaxation5	Feeling a peaceful atmosphere	Kim Lian and Baum (2007) and Lu and Stepchenkova (2012)	22

			Emerging from qualitative study
Service and experience attributes		Examples of existing literature in ecotourism	(Ratio equivalent n/22 × 100)
Assurance1	Feeling safe during my visit	Parasuraman et al. (1988), Khan (2003), Kim Lian and Baum (2007) and Yusof et al.	22
Assurance2	Staff providing necessary information	Parasuraman et al. (1988) and Khan (2003)	18
Assurance3	Staff having knowledge to answer my questions	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	11
Assurance4	Staff instilling confidence in customers	Parasuraman et al. (1988) and Khan (2003)	20
Assurance5	Staff consistently courteous	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	17
Reliability1	Staff providing services at promised time	Parasuraman et al. (1988) and Khan (2003)	13
Reliability2	Staff insisting error-free service	Parasuraman et al. (1988) and Khan (2003)	12
Reliability3	Staff performing the service right the first time	Parasuraman et al. (1988) and Khan (2003)	11
Reliability4	Staff showing sincere interest in solving problem	Parasuraman et al. (1988) and Khan (2003)	13
Reliability5	Staff providing reliable information	Yusof et al.	14
Responsiveness1	Staff always willing to help	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	20
Responsiveness2	Staff giving prompt service to customers	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	20
Responsiveness3	Staff never busy to help	Parasuraman et al. (1988) and Khan (2003)	11
Responsiveness4	Staff providing details regarding the service/product offered	Qualitative result	14
Empathy1	Staff providing tourists with personal attention	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	14
Empathy 2	Staff understanding the specific needs of tourists	Khan (2003)	11
Empathy3	Operating hours of services being convenient	Parasuraman et al. (1988), Khan (2003) and Yusof et al.	15
Tangible1	Facilities reflecting local influence	Parasuraman et al. (1988) and Khan (2003)	21
Tangible2	Materials and facilities visually appealing	Parasuraman et al. (1988)	22
Tangible3	Facilities being clean	Qualitative result	20
Tangible4	Facilities being comfortable	Qualitative result	13
Tangible5	Natural resources easy to access (i.e. adequate transport, materials used to interact with nature […])	Yusof et al.	19
Eco-tangible1	Facilities appropriate to the environment	Khan (2003) and Yusof et al.	15
Eco-tangible2	Equipment minimizing degradation	Khan (2003)	14
Eco-tangible3	Facilities environmentally safe	Khan (2003)	13
Eco-tangible4	The transport minimizing the pollution	Qualitative result	12
Eco-tangible5	The environment being unpolluted	Qualitative result	20
Eco-tangible6	The nature being wild and undisturbed	Eagles (1992)	22
Eco-tangible7	The scenery and nature being attractive	Lu and Stepchenkova (2012) and Yusof et al.	22
Price-quality1	Price fitting service quality	Qualitative result	22
Price-quality2	Staff respecting the listed prices	Qualitative result	13
Price-quality3	Staff ensuring the quality of services fits the listed prices	Qualitative result	14
Interaction with local1	Local people showing hospitality toward tourists	Qualitative result	22
Interaction with local2	Local people not having discrimination against different tourists	Qualitative result	17
Interaction with local3	Simple and authentic meetings with local people	Qualitative result	16
Interaction with local4	Experience of new lifestyles (local culture)	Eagles (1992)	18
Interaction with nature1	Authentic interaction with nature	Qualitative result	22
Interaction with nature2	Different nature-based local activities (jungle tracking, kayaking, live animals […])	Holden and Sparrowhawk (2002), Lu and Stepchenkova (2012) and Yusof et al.	20
Interaction with nature3	Delicious local foods made with natural ingredients	Qualitative result	22
Interaction with nature4	Beautiful and original local products made by using natural resources	Qualitative result	14
Interaction with other customers1	Not disturbed by the presence of other tourists in my visit (number, density)	Qualitative result	20
Interaction with other customers2	Nice exchange with other tourists in my visit	Eagles (1992), Kim Lian and Baum (2007) and Lu and Stepchunenkova (2012)	16
Interaction with other customers3	Proper behavior of other tourists in my visit	Qualitative result	13
Relaxation1	Feeling like home	Eagles (1992) and Kim Lian and Baum (2007)	16
Relaxation2	Feeling a change from my busy job	Eagles (1992)	21
Relaxation3	Feeling an escape from the demands of life	Eagles (1992)	22
Relaxation4	Feeling I could act the way I like	Eagles (1992)	16
Relaxation5	Feeling a peaceful atmosphere	Kim Lian and Baum (2007) and Lu and Stepchenkova (2012)	22

Notes: A statement with negative meaning is regarded the same as one with positive meaning (of the same item) for the purpose of counting the frequencies of the items in 22 interviews. Items in italic indicate new service attributes found from studies other than those suggested in Khan’s model (2003)

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