| Abstract: | Abstract Tourism in most states today is a vital economic force. To meet the growing desires of the traveling public who wish to better understand the environment and how to respect it, entrepreneurs in the private and public sectors need to rise. Thus, the purpose of this study was to help nature-based tourism businesses improve the quality of services that they offered and to make new service product recommendations. Three nature-based tourism businesses in the Grand Strand region of South Carolina were studied, using visitor questionnaires. A total sample of 630 useable questionnaires was included in the analysis. The findings of this study showed the importance of including a programming dimension with an experience service such as nature-based tourism. Results suggested that nature-based tourists' expectations of service quality vary between the selected businesses. Further research in this area needs to examine the influence that involvement and loyalty has on service quality gaps. |
