Abstract:
This study examines service quality, tourist attitudinal loyalty and the moderating role
of tourist demographics using the TOUR QUAL Model. Structured questionnaires were
used to collect data from 400 tourists who visited Zimbabwe Parks and Wildlife
Management Authority tourism destinations. Quantitative methodologies were
employed in this study. The findings from the study show that experience and physical
environment quality positively influences tourist attitudinal loyalty. The results from the
study further indicate that accessibility quality positively influences tourist attitudinal
loyalty. Moreover, the results show that overall service quality positively leads to tourist
attitudinal loyalty. The findings also reveal that the interplay between tourist attitudinal
loyalty and quality of services is not moderated by the gender or income of the tourists.
The age of tourists moderates the interplay between service quality and tourist
attitudinal loyalty. The effect of service quality on tourist attitudinal loyalty is stronger
for older tourists than for young tourists. The findings of this study contribute
significantly to the existing tourism and marketing body of knowledge. It is strongly
recommended that Zimbabwe Parks and Wildlife Management Authority and other
destination management companies, consider the dimensions of service quality and
age of tourists when developing strategies that trigger tourist attitudinal loyalty.
