MEASURING THE QUALITY OF SERVICES IN TOURIST FACILITIES IN THE ZLATIBOR DISTRICT USING THE SERVQUAL MODEL

Satisfying the needs of users is the basic task of every organization that strives for long-term and sustainable business. Research by many authors has shown that the level of quality of delivered services is directly related to the satisfaction of the users of those services. As with all services, the quality of tourist services requires good and careful planning. Tourism, as an economic activity, is very important, which is indicated by the fact that in the most economically developed countries in the world, an average of 65% of the total number of employees is employed in the tourism sector. This paper gives the results of empirical research aimed at measuring the quality of services in tourist facilities of the Zlatibor district using the SERVQUAL model