The value of the SERVQUAL model and the relationship dimension in specific contexts of hotel management services

Objective: To understand the importance and applicability of the SERVQUAL model in the context of hotel management in Portugal. In particular, four hotel units will be analysed in the wine tourism segment in Portugal, while the intention is to analyse the degree of affectivity of the tourists in relation to these accommodation units. Methodology: Questionnaires will be applied to consumers of four wine tourism hotels in Portugal (northern Portugal and Douro region). The questionnaires will be applied in Portuguese, English and Spanish. Methodology of quantitative nature, for later statistical treatment and analysis of correlations between relationship variables and evaluation of service quality. Originality: The present study relates the evaluation of service quality (in hotel settings) with relational marketing variables and their importance for the loyalty of wine tourism consumers. Results: The affectivity of the tourist in the hotel unit should contribute to the results of the evaluation of (perceived) quality and, consequently, the loyalty of the consumers of wine tourism in Portugal. Practical implications: In an interdisciplinary perspective, the proposed study will present inputs for marketing (i.e. consumer behaviour) and for tourism (i.e. hospitality management). Limitations: This is a preliminary research with an exploitative and developing nature. Future steps will yield new results and empirically test several hypotheses.