Use of the Servqual Modelto Evaluate the Quality of Tourist Services of Spa Tourism in Serbia

The growing importance of tourism for the economic development of the country has led to a change in the awareness of tourism service providers towards continuous improvement of their quality. Improving the quality of tourist services is one of the keys to meeting the needs of increasingly demanding tourists. Tourist satisfaction with the provided service is recognized as one of the key factors by which tourists measure service quality, which also influences their choice of tourist destination. The purpose of this study is to understand the relationship between service quality and tourist satisfaction using the SERVQUAL model. Based on data collected from 87 tourists, it can be concluded that the overall quality of tourist services provided by spa tourism is somewhat satisfactory and requires constant improvement in service quality.