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Program Web Address

www.ecu.edu.au

Abstract

Through the application of importance- performance analysis (/PA), the author investigated the conceptualization and measurement of service quality for tour operators in the scuba diving industry Findings from a study of consumer perceptions of service quality as they relate to a dive tour operator in Western Australia revealed the core service quality dimensions hat need to be improved for the operator and demonstrated the values and relative simplicity of the importance-performance analyses for dive tour operators generally