Evaluating Service Quality of Tourism and Its Effects on Tourist Attraction in Rural Areas

In order to reach the aim of tourism development، improvement of the quality level of services is a key element to enhance tourism in rural areas. Qualitative level of tourism services determines tourist attraction rate. In this paper، we evaluate quality level of tourism services and their effects on tourist attraction in eight villages located in Shiraz-Yasooj axis. This study is based on exploratory – descriptive، and methods of data collection are through questionnaires and population of the study is 338. Statistical methods and SPSS software were applied to determine the effect of tourism service quality on tourist attraction. Based on the results obtained from t-test in this study، service quality level in studied areas was higher than expected value. Spearman correlation test showed that there is a correlation between service quality and tourist attraction with a coefficient of 0. 747 in significance level of 33%. The results of stepwise regression indicated that criteria including guest-host interaction، food and water quality، natural features and transportation quality possess the highest impact on tourist attraction، having determination coefficient of 0. 889، 0. 480، 0. 310 and 0. 181 respectively.