Service Expectations and Perceptions of Exhibitors at TUR 2011- An Application of SERVQUAL Model on Service Quality Evaluation

Abstract: In stressing the imperative role of service quality in obtaining competitive advantage for events industry, this paper, using the SERVQUAL model, measures the service quality of the annual tourism event, TUR, at the Swedish Exhibition and Congress Centre in the city of Gothenburg by ascertaining the gap between exhibitors‟ expectations and perceptions. It identifies the difference in the importance of the RATER dimensions in exhibitors‟ expectation and perception. Moreover, the study demonstrates the influence of cultural background and perceived changes on exhibitors‟ perception. A pre-event and a post-event online survey as well as an onsite interview were conducted to collect data.