| Summary: | Published Article === Globally, tourism is increasingly referred to as the world's biggest industry. As tourism increases, so does consumer demand for quality. Superior customer service may be viewed as one of the most effective strategies for tourism destinations to create and maintain a sustainable competitive advantage. The primary goals of this article are to:•Describe the current satisfaction levels of international and domestic tourists to the Sol Plaatje Municipal Area in terms of service quality;
•Describe the perceptions and experiences of role-players in the local tourism industry regarding service excellence; and
•Make recommendations to improve service quality in the Sol Plaatje area where applicable.
The findings of this study revealed the following:•Although the majority of tourists (83.4% of domestic and 93.8% of international tourists) were generally satisfied with the service they received, there are specific areas requiring urgent attention for service levels to improve.
•A large number of local role-players (50%+) representing the tourism industry in the region believe that service delivery must improve substantially within accommodation establishments, the transportation sector, restaurants (including coffee shops) and tourist attractions.
The major contribution of the research study lies in the fact that the findings and recommendations will be beneficial to tourism stakeholders in their efforts to provide tourists with the best holiday and/or business experience at their respective tourist destinations.
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