Evaluation of Service Quality and Willingness to Reuse in Local Businesses: The Case of Eco-Resorts in the Golestan Province

Service quality management is one of the most important factors for the development of eco-resorts as one of the main businesses in the tourism sector. This research investigates the effect of tourism services quality on the return intention to eco-resorts in Golestan province. This research is applied in terms of the purpose and in terms of the degree of control and data collection is a descriptive research type. Methodologi, this research was done by survey strategy. The statistical population of this research is the tourists who visited eco-resorts in Golestan Province (during four months from February 2018 to May 2018). Based on the Krejcie and Morgan sample size table (1970), the sample size was determined (n=380). Sample respondents were selected by cluster sampling technique. The research tool was a researcher-made questionnaire. The formal and content validity of the questionnaire was approved by the panel of experts, including experts from the Department of Eco-resorts of the Directorate of Cultural Heritage, Tourism and Handicrafts of Golestan Province. The Cronbachchr('39')s alpha coefficient for the main scales of the questionnaire was higher than 0.7, indicating the reliability of the measurement tool is acceptable. The results of a one-sample t-test indicate touristchr('39')s return willingness to the eco-resorts. The results of Pearson correlation with the values of 0.245, 0.16, and 0.177 shows that all three components of service quality (content, context, and behavior) have a direct and significant correlation with willingness to return. The results of the regression with the beta coefficients of 0.23, 0.149 and 0.15 indicate that the service quality components in the eco-resorts (content, context and behavior) have a direct effect on the touristchr('39')s return willingness.