The effect of service quality on the domestic tourist loyalty in the hotel industry (case study Shiraz hotels)

The purpose of this study was to examine domestic tourist's satisfaction with hotel services provided by hotels in Shiraz. From the literature, it was found that providing service quality, positively influence customer satisfaction, and build loyalty intentions among customers. Survey was used to find the level of domestic tourist's loyalty with the hotel services. A stratified random sample of 390 domestic tourist's responded to the survey.
The results indicated that domestic tourist's were satisfied with the service quality at the hotel and loyal to the hotel. The results of the study create an awareness of domestic tourist's needs and offer useful feedback to hotel administrators and planners in their efforts to improve service quality in the hotel industry.