Sleibi, Almasoodi Muthana Faaeq (2025) Factors Affecting The Quality Service Of Tour Guides Among Domestic Tourists In The Historic City Of Babylon. PhD thesis, Universiti Sains Malaysia.
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Abstract
Domestic tourism in Iraq has gained traction in heritage sites such as Babylon, with tour guide services playing a crucial role in enhancing tourist satisfaction. However, there is a significant gap in the literature on tour guide services in post-war contexts, particularly in Iraq. Research on heritage tourism in such settings is sparse, with limited studies addressing the application of quantitative tools to measure service quality or the specific challenges faced by tour guides in these environments. This study addresses these gaps by exploring the policy and government support for tourism sector and examining domestic tourists' expectations and perceived service quality of tour guides in Babylon. Using the SERVQUAL model and the Expectation- Disconfirmation theory, the study evaluates multiple dimensions of service quality, including reliability, tangibles, responsiveness, empathy, safety, professional knowledge, skills, abilities, attitude, and personal integrity. An exploratory sequential mixed-method design was adopted, beginning with qualitative interviews of 15 key stakeholders selected via snowball sampling.
| Item Type: | Thesis (PhD) |
|---|---|
| Subjects: | T Technology > TH Building construction > TH1-9745 Building construction |
| Divisions: | Pusat Pengajian Perumahan, Bangunan & Perancangan (School of Housing, Building & Planning) > Thesis |
| Depositing User: | Mr Aizat Asmawi Abdul Rahim |
| Date Deposited: | 10 Sep 2026 07:23 |
| Last Modified: | 10 Sep 2026 07:23 |
| URI: | http://eprints.usm.my/id/eprint/64920 |
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