The resort industry relies heavily on exceptional service quality to ensure customer satisfaction, repeat visits, and long-term competitiveness. The SERVQUAL model—comprising tangibles, reliability, responsiveness, assurance, and empathy—is the most widely used framework for measuring service quality gaps between guest expectations and perceptions.

This study investigates service quality in upscale, mid-range, and eco-resort categories using SERVQUAL across 480 resort guests in three major beach destinations. Results indicate significant service quality gaps across responsiveness and empathy dimensions, particularly in mid-range and eco-resort segments. Tangibles and assurance dimensions performed strongly in upscale resorts, while eco-resorts excelled in reliability but struggled with tangibles due to their natural setting.

Findings highlight the need for resorts to adopt targeted service improvement strategies based on their operational models and guest expectations. The SERVQUAL tool remains a powerful instrument for benchmarking service quality and guiding training, investments, and guest engagement strategies.