Examining the role of service quality in creating local tourism experience: a comparative study
(A2025-126032)

AUTHORS

Virginia Lau, Macao University of Tourism

ABSTRACT

This study examines the trend of local tourism in form of staycation during and after Covid-19. Two waves of data collection are conducted to compare the burnout levels, motivations for local tourism, the tourism experience, as well as the subsequent individual well-beings and tourists’ behavioral intentions. In particular, the impacts of service quality on trip reflections related to freedom of control, freedom of work, involvement, arousal and spontaneity are investigated. The findings demonstrate significant differences in tourist’s perceptions of local tourism after the pandemic where the tourists’ burnout level, motivations and trip experience are significantly lower while the behavioral intention remains unchanged. Service quality is also noted to be a more profound factor in affecting the trip experience and the outcomes. The results provide valuable insights for industry practitioners on how to tackle and market this lucrative market.