Main Article Content
This research aims to study the expectations and perceptions of the members of the Association of the Bhutanese Tour Operators (ABTO) with regard to service quality, focusing on five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. It analyzes the impact of various demographics factors on the expectations and perceptions of tour operators with regard to ABTO service quality. Data was collected from 218 member tour operators using the convenience sampling method. The results show differences in the tour operators’ expectations and perceptions in regard to ABTO service quality when segmented into the fine dimensions. Expectations were much higher in all cases and perceptions performed much lower than expectations, leading to a negative disconfirmation in regard to the service quality delivered by ABTO.