Perceived service quality and tourists' cognitive image of a destination

This paper examines the impact of tourists' perceived service quality on cognitive image they have towards the built environment dimension in Bangladesh. A survey was conducted through self-administered questionnaires among tourists visiting Bangladesh. Factor analysis and multiple regression analysis were used to find the influence of perceived service quality on cognitive image. The findings of the study indicate that perceived service quality factors are highly significant for the built environment dimension of the cognitive image that respondents have towards Bangladesh. The findings also reveal that there are high correlations among perceived tour services quality, perceived hospitality services quality, and built environment dimension of cognitive image. The study concludes that the cognitive image that the tourists have towards a destination is modified by their perceptions of service quality experience during their visit.