The Transformative Impact Of Modern Information And Communication Technologies On The Service Quality Of Tour Operators
Keywords:
Information and Communication Technology (ICT), Tour Operators, Service Quality, Tourism Management, Customer Satisfaction, Digital Transformation, SERVQUAL.Abstract
This research paper provides a comprehensive analysis of the impact of modern ICT on the quality of services delivered by tour operators. Adopting a quantitative research paradigm, this study investigates how specific technological applications—including online booking systems, mobile applications, customer relationship management (CRM) systems, and social media platforms—influence the core dimensions of service quality as perceived by customers. The study utilizes a structured survey questionnaire administered to a sample of 350 tourists who have engaged with tour operator services within the last year. Data were analyzed using descriptive statistics, correlation analysis, and regression modeling. The findings reveal a statistically significant and positive relationship between the strategic implementation of ICT and all dimensions of service quality: tangibles, reliability, responsiveness, assurance, and empathy.
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