Assessing daily tour service quality: A proposal for a DAILYSERV scale

Daily tours are sources of extra revenue for tour operators and travel agencies in addition to their main operations. Moreover, they are important for local travel agencies that only offer daily tour services. In contrast to the wide coverage of studies on package tours, daily tours are as yet an area that has been ignored by academics. The existing literature does not, however, offer a reliable scale for identifying and measuring the main service dimensions of typical daily tours. The present study therefore proposes a scale for the service quality measurement of daily tours, named DAILYSERV. The proposed scale consists of 22 items and six dimensions, which are transportation, tour guide, food and beverage facility, shopping facility, stopover facility, and museums and sites. The analysis results presented in this paper show that DAILYSERV has high reliability and validity.