Abstract:
The objective of this study is to determine the relationship between
service quality and tourist satisfaction on Whale watching activity. Satisfaction
is considered to be the most important factor whether it is meant for a product
or a service. When tourism industry offering various services, it should be more
vigilant because there is a special attitude that plays an important role attracting
and retaining the tourists. Keeping this in view, the researcher intended to observe
the relationship between service quality and tourist satisfaction on Whale watching
activity in Mirissa and to identify few service quality variables that required to
be improved in this area. A convenient sample of 80 local and foreign tourists
was selected and data collection tool for all the variables (Guide role, Physical
facilities and tourist satisfaction) was used from the body of knowledge to check
how they feel about this service. According to this study it is used to identify the
relationship between service quality and tourist satisfaction. This indicates that
there is that there is positive relationship between the service quality and tourist
satisfaction. Correlation analysis, descriptive analysis and regression analysis
were used to analyze the data. The outcomes of those analysis proved that there
was a strong positive relationship between service quality and tourist satisfaction
in Whale watching activity with respect to Mirissa and there are few variables
identifed as service quality variables that want to be improved in Mirissa. When it
comes to the overall tourist satisfaction, most of tourists in the sample are satisfed
about the service that provide by service providers. Though they agree with the
service quality they have to use this service
