TOURIST ACCOMMODATION IN HOUSEHOLDS - PERCEPTION OF SERVICE QUALITY

Abstract

Purpose – The research focuses on analysing the service quality in tourist accommodation in households. The aim of this paper is to determine whether there are statistically significant differences in the perception of quality service (technical and functional quality aspect), with emphasis on quality improvement. Methodology – The research was based on a structured questionnaire, which was carried out during the summer months of 2020, on a sample of 168 tourists who stayed in tourist accommodation in households. According to the type of data obtained, statistical differences between multiple groups are examined using nonparametric Kruskal-Wallis H Test in IBM SPSS Statistic software. Findings – The results indicate that there are statistically significant differences in the perception of service quality with regard to socio-demographic characteristics of the respondents. Foreign guests visiting Croatia and staying in tourist accommodation in households rate the quality of service at a higher rate compared to domestic guests. Regarding the differences based on qualification levels and age, individuals with university degrees, and those in the age group 60-77 tend to give statistically significantly higher ratings to quality elements. Contribution – The scientific contribution of the research is seen in widening the knowledge on service quality as well as the development of a measuring instrument for measuring service quality taking in to account tourist accommodation in households. Its practical contribution can be seen in the comparison of service quality dimensions, taking into account socio - demographic characteristics of respondents, based on which improvement of quality can be made in this segment of accommodation offer.