STUDY OF THE DYNAMICS OF SERVICE EXCELLENCE AND REPEAT VISITATION IN RAJASTHAN'S TOURISM INDUSTRY

Abstract

In order to evaluate intangibles like dependability, responsiveness, assurance, and empathy, this study examines the relationship between service quality and repeat visits in Rajasthan's tourism business. The research discovered a strong relationship between service quality and intentions to return after analyzing responses from both local and international visitors, and there was no statistically significant difference across visitor groups. Overall, providing high-quality service is crucial. However, the weight of independent ads and personal narratives is greater. Sustainable practices and focused marketing that raise the bar for service quality everywhere are essential if we want to draw in more diverse visitor groups. When customers are satisfied with the service they get, they are more likely to come back.