The service quality of Māori tourism operators : a gap analysis

This thesis examines the nature and elements of Māori involvement in tourism using a dyadic assessment of operator service quality. The SERVQUAL instrument has been proposed as an instrument for the measurement of perceived service quality within a wide range of service categories. The current research examines both the operation of the scale and its management implications in four major sectors of the New Zealand tourism industry. Data for this study was collected through random mall intercept using a judgemental nonprobability sample of leading Māori tourism operators. In total, two hundred and thirteen useable responses formed the basis of the results. Major outcomes of the study reveal that; the conceptualisation and measurement of Māori cultural impacts on service encounters is problematic due the difficulty in defining who and what is Māori; the definition and measurement of service quality as a five dimensional construct as in SERVQUAL appears to suffer from a number of methodological shortcomings. For researchers in the process of using SERVQUAL, the results of this study suggest to exercise caution. Suggestions are provided with implications for instrument modification. The final outcome of the study reveals that the service quality of Māori tourism operators contains significant service gaps highlighting potential strengths and weakness and profiles of sector specific characteristics for the future development of this tourism field