Perceived Quality of Service in Tourist Transportation in the City of Baños de Agua Santa, Ecuador

Abstract

This study investigates the perceived quality of tourist transportation services in Baños de Agua Santa, Ecuador, utilizing the SERVQUAL model to assess service quality. Through an examination of the gap between tourists’ expectations and their actual experiences, the research aims to evaluate service quality. A survey of 203 tourists who utilized the “Chivas” tourist ground transportation service forms the basis of the analysis. The findings reveal significant negative gaps across all dimensions of service quality, indicating a shortfall in meeting tourists’ expectations. Notably, the reliability dimension exhibits the most pronounced gap, highlighting the importance of fulfilling service commitments to cultivate trust. The study underscores the crucial role of service quality in the tourism sector and proposes targeted improvements, including enhancing facility modernity, providing staff training, and enhancing service responsiveness and reliability. Addressing these gaps has the potential to enrich the tourist experience, bolster the positive image of transportation services, and enhance the city’s appeal.

1. Introduction

Tourism in Ecuador represents a significant economic and social activity, generating entrepreneurship and improving the quality of life for local inhabitants [1,2]. The country’s natural and cultural wealth positions it as a high-potential tourism destination [3]. According to the World Tourism Organization (UNWTO), tourism has become one of the largest sectors of the world economy, growing at 3.3% annually and driving changes in technology, society, and economy [4].

While the importance of tourism for Ecuador’s development is well-established, there is a significant gap in the literature regarding the perceived quality of tourist transportation services, particularly in emerging adventure tourism destinations like Baños de Agua Santa. This gap is crucial to address, as transportation quality can significantly impact overall tourist satisfaction and destination competitiveness.

The SERVQUAL model, developed by Parasuraman, Zeithaml, and Berry, provides a theoretical foundation for assessing service quality across various industries, including tourism. This model identifies five key dimensions of service quality: reliability, responsiveness, assurance, empathy, and tangibles [5], while SERVQUAL has been widely applied in tourism research [6], its application to niche transportation services in adventure tourism contexts remains limited.

Consumer behavior theories, such as the Theory of Planned Behavior [7] and the Expectation-Confirmation Theory [8], offer complementary perspectives on how tourists form expectations and perceptions of service quality. However, this study focuses primarily on SERVQUAL due to its specific emphasis on service quality dimensions and its proven adaptability to various tourism contexts [9].

Information and Communication Technologies (ICT) have become crucial for tourism growth, influencing both business operations and tourist communication [10,11]. The integration of ICT with traditional services has led to the concept of smart tourism destinations, where technology enhances the overall tourist experience [12,13]. However, the role of ICT in shaping perceptions of transportation service quality in adventure tourism settings remains underexplored.

By evaluating dimensions like reliability, responsiveness, tangibles, and safety, this study aims to shed light on how transportation services support or hinder tourists’ ability to fully experience the unique landscapes and cultural spaces of Baños de Agua Santa [14]. This research addresses the gap in understanding how place-based aspects and adventure tourism contexts influence perceptions of transportation service quality.

The quality of services provided in Ecuador is in a process of improvement [15], with variations in expectations and perceptions between domestic and international tourists. However, there is a lack of research specifically addressing the quality of tourist transportation services in adventure tourism destinations like Baños de Agua Santa.

This study aims to fill this gap by applying the SERVQUAL model to assess tourist perceptions of transportation services in Baños, contributing to the literature on service quality in niche tourism markets. By focusing on this unique context, our research provides valuable insights for similar destinations worldwide, addressing the need for a localized understanding of tourist transportation preferences and experiences in adventure tourism settings.

This study addresses a significant gap in tourism research by examining the perceived quality of tourist transportation services in Baños de Agua Santa, Ecuador, an emerging adventure tourism destination. Utilizing the SERVQUAL model as its theoretical foundation, the research explores how dimensions such as reliability, responsiveness, tangibles, and safety influence tourists’ perceptions of transportation quality in this unique context. The study bridges the gap between established service quality theories and the specific needs of adventure tourism destinations, considering the role of Information and Communication Technologies (ICT) in shaping smart tourism experiences. By focusing on the interplay between place-based aspects, adventure tourism contexts, and transportation service quality, this research offers valuable insights for similar destinations worldwide. The findings contribute to the broader discussion on sustainable tourism development, emphasizing the importance of high-quality, context-specific transportation services in enhancing destination attractiveness and overall tourist satisfaction. This work not only advances our understanding of service quality perceptions in niche tourism markets but also provides practical implications for tourism planners and service providers in adventure tourism destinations.

1.1. Location

This study examines the perceived quality of tourist transportation services in the city of Baños de Agua Santa, Ecuador (coordinates: −1.396389, −78.424722). Baños de Agua Santa is a popular tourist destination known for its natural hot springs, volcanic geography, and outdoor adventure activities like hiking, biking, and rafting. The city is situated in the province of Tungurahua in the Andes mountains region of Ecuador (see Figure 1). Its unique geography and natural attractions make accessible and high-quality transportation services crucial for enhancing the overall tourist experience [16].

Baños de Agua Santa is also a hub for eco-tourism and sustainable travel initiatives, reflecting a growing global consciousness about environmental preservation. The local community has embraced sustainable practices, offering eco-friendly accommodations and promoting responsible tourism. Initiatives such as reforestation projects and conservation programs aim to protect the area’s unique ecosystems and biodiversity. This commitment to sustainability not only enhances the natural beauty of Baños but also ensures that future generations can continue to enjoy its wonders (see Figure 2).

The town’s strategic location makes it an ideal base for exploring the diverse landscapes of the surrounding region. The nearby Llanganates National Park, shrouded in mystery and legend, provides opportunities for trekking and wildlife observation. This vast protected area is home to an array of flora and fauna, including elusive species like the spectacled bear and the Andean condor. Guided tours offer insights into the park’s ecological significance and the cultural tales that have been passed down through generations.

In addition to its natural and cultural attractions, Baños de Agua Santa is a center for wellness and spiritual retreats. The tranquil environment, combined with the town’s thermal waters, creates an ideal setting for meditation, yoga, and holistic healing practices. Wellness centers and retreats offer programs that integrate physical, mental, and spiritual well-being, attracting visitors seeking a holistic approach to health. The town’s serene ambiance and natural energy provide a sanctuary for those looking to disconnect from the stresses of modern life and reconnect with themselves.

Baños de Agua Santa also plays a significant role in the regional economy, largely driven by its thriving tourism sector. Local businesses, including hotels, restaurants, tour operators, and artisanal shops, benefit from the steady influx of visitors. This economic boost has enabled the community to invest in infrastructure improvements and public services, enhancing the overall quality of life for residents. Furthermore, tourism has fostered cultural exchange and understanding, as visitors from around the world come to experience the warmth and hospitality of the Ecuadorian people.

Seasonal festivals and events further enrich the tourism experience in Baños de Agua Santa. The annual Festival of the Virgin of Holy Water, celebrated in October, is a vibrant display of religious devotion and local traditions. Pilgrims from across the country gather to honor the town’s patron saint, participating in processions, music, and dance. This event, along with other cultural festivities, provides visitors with a deepened appreciation of the local customs and spiritual significance of Baños.

Baños de Agua Santa’s blend of natural beauty, adventure, culture, and wellness makes it a multifaceted destination that appeals to a wide range of interests. Whether visitors seek thrilling outdoor activities, a peaceful retreat, or a cultural immersion, the town offers a harmonious balance of experiences. The enduring allure of Baños lies in its ability to cater to diverse desires while maintaining its essence as a sanctuary of natural and spiritual enrichment.

1.2. Research Problem and Objectives

The perceived quality of the services offered develops into a defining component that determines the traveler’s experience in the thriving tourism sector. There is a noticeable discrepancy between the level of service that visitors anticipate and what they actually experience.

The assertion regarding the discrepancy between tourists’ anticipation and real experience is based on both existing literature and preliminary observations in Baños de Agua Santa. Previous studies, such as Nwachukwu et al. (2019) [17] and Zhou et al. (2020) [18], have consistently identified gaps between tourist expectations and actual experiences in various transportation contexts. In the specific case of Baños de Agua Santa, informal feedback from local tourism operators and preliminary surveys conducted by the local tourism board [19] have indicated a mismatch between the high expectations set by marketing materials and the actual transportation services experienced by tourists. This discrepancy is particularly noticeable in areas such as punctuality, comfort, and the integration of transportation with the overall adventure tourism experience. Our study aims to quantify and analyze these observed gaps using the SERVQUAL model, providing a more rigorous assessment of the perceived quality of tourist transportation services in this unique setting.

This gap seriously questions the effectiveness of the tourist transport services in Baños de Agua Santa. To close the gap between tourists’ expectations and their actual experiences, the main goal of this research is to evaluate and improve the quality of these mobility services.

1.3. Significance of the Study

This study has important ramifications for both the regional economy and Baños de Agua Santa’s standing as a premier tourist destination. The goal of the study is to improve the overall tourist experience by addressing the quality gaps in mobility services for tourists. Improved customer satisfaction not only encourages good evaluations and word-of-mouth referrals but also helps the local economy thrive sustainably. Additionally, as a city’s reputation is closely tied to the quality of its services, matching perceived quality to expectations can enhance that reputation and draw more visitors while also increasing the likelihood that they will return.

1.4. Research Questions

This study aims to respond to key queries that highlight the perceived value of tourist transport services in Baños de Agua Santa, including:

• How are tourists currently evaluating the quality of Baños’ tourist transport services?
• What are the fundamental causes of the current discrepancies between the expectations of tourists and their actual experiences?
• What can be performed to enhance the quality of service so that it successfully meets and beyond visitors’ expectations, enhancing their whole experience in Baños?

This study aims to find answers to these issues to improve the quality of services provided in the city and the expansion and development of Ecuador’s whole tourism industry.

2. Literature Review

Section 2 provides a comprehensive overview of the tourism industry in Ecuador and specifically delves into the significance of tourism in Baños de Agua Santa. With tourism playing a pivotal role in Ecuador’s social and economic structure, it not only stimulates economic growth but also fosters community development and infrastructure enhancement. The text highlights the transformative impact of Information and Communication Technologies (ICT) on the tourism sector, emphasizing the importance of service quality in shaping tourists’ perceptions and experiences. Furthermore, it addresses the research deficit concerning the quality of tourist transportation services in Baños de Agua Santa, underscoring the need for further investigation to bridge the gap between tourists’ expectations and perceptions, ultimately aiming to inform service improvement strategies.

2.1. Tourism Industry in Ecuador

Ecuador’s economy is significantly influenced by tourism, which is essential to the country’s social and economic structure. The industry supports economic growth and development by stimulating entrepreneurial activity and helping create jobs. As visitors from all over the world flock to the country’s various attractions, money creation increases significantly, adding to the country’s general prosperity [20]. Additionally, tourism is a stimulus for community development; thus, its effects go beyond only the financial sphere. The expansion of tourism frequently results in improvements to the community’s infrastructure, the preservation of its cultural legacy, and an improvement in the locals’ living standard [21].

The variety and allure of Ecuador’s attractions captivate tourists, and the influx of money and foreign currency becomes a vital engine for economic growth. Tourism-related income is a key driver of economic expansion and the creation of favorable conditions for business and investment. The establishment of numerous entrepreneurial endeavors, which encourage innovation and job creation in a variety of industries, serves as evidence of the reciprocal relationship between tourism and economic growth. This infusion of financial activity boosts regional economies and gives people access to new opportunities, ultimately enhancing their quality of life [22].

Information and Communication Technologies (ICT) have significantly changed the tourist sector in the modern world [23]. Rapid technological advancement has changed how travel services are offered and accessed. The way that visitors now plan, enjoy, and share their travels has undergone a paradigm shift due to the digital age [24]. Technology has streamlined procedures, making them more effective and practical for both service providers and customers, from online booking platforms to virtual tours. Digital platforms, social media, and communication systems have been integrated to create a connected ecosystem that provides information to tourists and improves their entire experience [25].

Service quality serves as a pivotal determinant in shaping tourists’ perceptions and experiences. It includes the gap between what clients anticipate and what they actually receive. In the tourism industry, quality is multifaceted and encompasses fundamental elements like physical services and intangible ones like customer interactions, dependability, and emotional connection. The SERVQUAL model identifies five key dimensions of service quality: dependability, responsiveness, assurance, empathy, and tangible features [26]. These factors offer a comprehensive view of service quality, assisting companies in identifying areas in need of development [27].

The subject of service quality perceptions in the context of Ecuadorian tourism has been the subject of numerous research studies. Investigations on domestic and international tourists’ views of service quality have provided important new information about their expectations and experiences [28]. Notably, studies have shown that while overseas visitors perceive high standards in reliability, responsiveness, security, and empathy, local tourists have high expectations, particularly in areas like reliability. This congruence between anticipation and perception shows that foreign tourists have a favorable view of service quality. Exploration of improvement strategies has focused on comprehending client requirements, encouraging client loyalty, and utilizing efficient communication and feedback procedures [29].

2.2. Tourism and Transportation in Baños de Agua Santa

Baños de Agua Santa is a captivating tourist destination in Ecuador, renowned for its enchanting natural beauty, rejuvenating hot springs, and vibrant local culture. The importance of transportation in determining how tourists experience a destination grows as the tourism industry thrives. Access to attractions is made easier by effective and dependable transit services, which also improve passenger satisfaction in general. The standard of tourist transportation services acquires utmost importance in the context of Baños, where visitors want seamless connectivity to diverse attractions [30]. An essential component of the travel experience is the caliber of the transportation services. Tourists assess the transit options that allow them to explore in addition to the attractions and lodging [31]. The condition of the vehicles, their aesthetic appeal, and their cleanliness are all concrete indicators of the quality of these services, as are other intangible aspects like the staff’s dependability, safety, and responsiveness. A thorough evaluation of these factors helps create a holistic picture of the perceived quality of tourist transportation services [32].

Tourism is only one of the many industries where the SERVQUAL model, created by Zeithaml, Parasuraman, and Berry, has found extensive use in assessing service quality. Reliability, responsiveness, assurance, empathy, and tangible aspects are some of the dimensions of the model that provide a formal framework for thoroughly evaluating service quality [33]. The SERVQUAL methodology can effectively capture tourists’ views and expectations in the context of transportation for tourists, finding gaps that need to be filled to improve service quality. This model offers a formal method for evaluating how closely transportation services meet visitor expectations [34].

The study by Ram et al. [14] provides a framework that could prove valuable for analyzing transportation issues faced by tourists in Baños de Agua Santa. Through data mining techniques applied to online reviews, the authors identified key attributes that tourists value in public transportation, such as convenience, comfort, and reliability. Their methodology offers a structured approach to extract insights from user-generated content, which could be applied to reviews specifically about transportation services in Baños. This would allow researchers to pinpoint areas for improvement from the tourist perspective. Moreover, the authors’ findings highlighting the importance of factors like frequency of service and multi-lingual information could directly inform strategies to enhance the public transit experience for Baños’ international visitor population. By adapting the data-driven methods outlined in this work, stakeholders could gain a more comprehensive understanding of the strengths and shortcomings of the town’s current transportation options through the lens of tourist satisfaction.

Furthermore, Ram et al. [14] demonstrated the value of incorporating user perspectives in transportation planning. Traditional approaches often rely solely on quantitative metrics like ridership numbers and operational costs. However, the authors argue that qualitative data from user reviews offers invaluable insights into the actual experience of transit services. For a tourist destination like Baños de Agua Santa, where the visitor economy is a key economic driver, prioritizing tourist satisfaction with transportation could be crucial for maintaining a positive destination image and encouraging repeat visits.

By mining user-generated content as outlined in the study, tourism authorities and transit providers could identify pain points in the current system that may be overlooked by conventional performance indicators.

Another noteworthy aspect of this study is its emphasis on identifying attribute interactions and relative importance weights. Using advanced data mining techniques, the authors uncovered how certain attributes, such as cleanliness and safety, can have a compounding effect on overall satisfaction. For Baños de Agua Santa, understanding such nuances could guide targeted improvements that yield the greatest impact on tourist experience. Moreover, by quantifying the relative importance of different attributes, decision-makers could prioritize resource allocation more effectively. Given the town’s limited resources and the complexity of balancing diverse transportation needs (e.g., tourists, residents, commercial activities), this data-driven prioritization framework could prove invaluable in optimizing investments and policy interventions in the local transportation ecosystem.

There is a research deficit in addressing the quality of tourist transportation services in Baños de Agua Santa, even if prior studies have illuminated service quality perceptions in the broader context of Ecuadorian tourism. Given the importance of transportation in boosting visitors’ experiences, it is critical to investigate this topic further in order to gain knowledge that can inspire advancements [35]. This study uses the SERVQUAL paradigm to close the gap between tourists’ expectations and perceptions, providing useful information for service improvement tactics.

2.3. Diverse Perspectives on Transportation Service Quality in Tourism: From Traditional Systems to Innovative Solutions

The quality of transportation services is a critical factor in shaping tourists’ experiences and overall satisfaction with a destination. Recent studies have explored various aspects of this relationship, highlighting the importance of understanding tourists’ perceptions and expectations of transportation services.

Recent studies have highlighted significant gaps in understanding the perceived quality of tourist transportation services, particularly in emerging destinations. Sousa et al. (2021) [36] emphasize the importance of user-generated content in revealing the virtual image of tourist destinations, including transportation systems. Webster and Ivanov (2021) [37] explore tourists’ perceptions of automation technologies in passenger transport, indicating a growing interest in innovative transportation solutions. However, there remains a notable lack of research specifically addressing tourist perceptions of transportation quality in small, adventure tourism destinations like Baños de Agua Santa.

This study aims to fill this gap by applying the SERVQUAL model to assess tourist perceptions of transportation services in Baños, contributing to the literature on service quality in niche tourism markets. By focusing on this unique context, our research provides valuable insights for similar destinations worldwide, addressing the need for localized understanding of tourist transportation preferences and experiences. This study’s findings will contribute to the broader discussion on sustainable tourism development and the role of quality transportation services in enhancing destination attractiveness.

In the context of public transportation, Oloruntobi et al. (2023) [38] examined factors affecting public transport use for leisure travel and tourism, identifying key service dimensions such as accessibility, journey comfort, and traveling security. Zhou et al. (2020) [18] explored tourist satisfaction with bicycle sharing services, identifying six perceptual factors including cycle accessibility, perceived risk, and psychological benefit.

Nwachukwu et al. (2019) [17] applied a modified SERVQUAL approach to examine tourists’ satisfaction with public transport services in Lagos, Nigeria. Their study identified five underlying components impacting tourists’ contentment: accessibility, journey comfort, traveling security, traveling information, and customer services. This application of SERVQUAL in a tourism context provides a valuable framework for assessing transportation service quality.

Comparing the different perspectives presented in these studies reveals both commonalities and divergences in approaching transportation service quality in tourism. On the one hand, studies like Oloruntobi et al. (2023) [38] and Nwachukwu et al. (2019) [17] focus on traditional public transportation systems, emphasizing factors such as accessibility, comfort, and security. These studies highlight the importance of fundamental service attributes in shaping tourist satisfaction. On the other hand, research by Webster and Ivanov (2021) [37] and Zhou et al. (2020) [18] explores more innovative transportation options, such as automated systems and bicycle sharing. These studies introduce additional factors for consideration, including technological acceptance, environmental awareness, and psychological benefits derived from the transportation experience itself.

This diversity in research focus reflects the evolving nature of tourist transportation and the need for a multifaceted approach to understanding service quality, while traditional factors like reliability and safety remain crucial across all contexts, emerging research suggests that psychological and experiential factors are gaining importance, particularly in destinations that offer unique or innovative transportation options. Furthermore, the methodological approaches vary, with some researchers employing established frameworks like SERVQUAL, while others develop new models tailored to specific transportation modes or tourist demographics. This variety in approaches underscores the complexity of assessing transportation service quality in diverse tourism contexts and the need for flexible, context-specific research methodologies.

Despite the rich insights provided by these studies, there remains a notable gap in understanding transportation service quality dynamics in small, adventure tourism destinations, particularly those utilizing unique transportation modes. The case of “Chivas” buses in Baños de Agua Santa, Ecuador, represents an opportunity to bridge this gap by applying and adapting established service quality assessment methods to a specific, niche context. By doing so, this study aims to contribute to a more comprehensive understanding of tourist transportation service quality across diverse destination types, potentially revealing new dimensions of service quality that are particularly relevant to adventure tourism and unique transportation experiences.

3. Materials and Methods

Section 3 outlines the research design and methodology employed to investigate the perceived quality of tourist transportation services in Baños de Agua Santa, Ecuador. Utilizing a descriptive research design, the study aims to identify gaps between visitors’ expectations and actual judgments of service quality to enhance the services provided. With Baños de Agua Santa as the focal study area renowned for its vibrant tourism industry and popular “Chivas” transportation service, the target population consists of tourists utilizing this mode of transportation to explore the city and its attractions. Employing simple random sampling, a sample size of 203 tourists was determined using statistical procedures to ensure fair representation.

Data collection involved the utilization of a modified SERVQUAL questionnaire, tailored for the context of tourist transportation services, administered through face-to-face surveys during the months of April and May 2023. The questionnaire aimed to gauge visitors’ opinions and expectations across various dimensions of service quality, including tangible elements, reliability, responsiveness, safety, and empathy. The SERVQUAL model, a widely used tool for assessing service quality perceived by customers, forms the theoretical framework for the study, guiding the analysis of perceived and anticipated aspects of service quality. Through descriptive statistics and gap analysis, the study endeavors to provide valuable insights into areas for service improvement to enhance visitor satisfaction and overall tourism experience in Baños de Agua Santa.

3.1. Research Design

To thoroughly explore the perceived quality of tourist transportation services in the city of Baños de Agua Santa, Ecuador, this study uses a descriptive research design. In order to improve the quality of services provided, the research tries to identify gaps between visitors’ expectations and actual judgments of service quality.

3.2. Study Area and Population

The study focuses on Baños de Agua Santa as the study area, renowned for its vibrant tourism industry and popular “Chivas” transportation service. The target population includes tourists who utilize the “Chivas” transportation service to explore the city and its attractions.

3.3. Sample Selection

The sampling technique employed is simple random sampling, ensuring a fair representation of tourists. A statistical procedure was used to calculate the sample size, taking into account the estimated proportion of 5%, the 3% error margin, and the 95% confidence level. This resulted in a sample size of 203 tourists.

The choice of simple random sampling was based on its ability to provide an unbiased representation of the tourist population using transportation services in Baños de Agua Santa. This method aligns with approaches used in similar studies, such as Baharum et al. (2019) [39], who employed random sampling to assess urban bus services and tourist satisfaction. Simple random sampling ensures that every member of the tourist population has an equal chance of being selected, reducing potential biases that could arise from convenience or quota sampling methods.

Furthermore, given the diverse nature of tourists visiting Baños de Agua Santa, simple random sampling helps capture a wide range of perspectives, including those of both domestic and international visitors. This approach enhances the generalizability of our findings, making them more relevant to other similar tourist destinations.

3.4. Data Collection

A SERVQUAL questionnaire that had been modified for the context of tourist transportation services was used to collect the data. The survey measured visitors’ opinions and expectations in relation to things like concrete components, dependability, responsiveness, safety, and empathy. The questionnaire was given to visitors who had utilized the “Chivas” transportation service in the months of April and May 2023 as part of the data collection process. Face-to-face surveys were used to collect the data, allowing for close contact with the respondents. Tourists in Baños de Agua Santa were approached by trained surveyors who described the study’s purpose and obtained their informed agreement to participate. The surveyors distributed the questionnaire, took down participants’ answers, and answered any questions they might have had.

To measure the quality of service in land tourist transport in the city of Baños de Agua Santa, theoretical training was conducted to know what quality is and how this aspect is measured; the SERVQUAL questionnaire model was adapted [40]. This instrument aims to measure the level of service quality through the perception obtained by the tourist during his visit, which can be applied to any type of service and taking into account twenty-two aspects, which are distributed in five dimensions: tangible elements, reliability, responsiveness, safety and empathy [41].

The SERVQUAL model is a research and measurement tool used to assess service quality perceived by customers [42]. It was developed by Professors Valerie Zeithaml, A. Parasuraman, and Leonard Berry in the 1980s and has been widely used in the field of marketing and service management [43].

While SERVQUAL has limitations, particularly in low-contact service environments, we chose this model for its established reliability in measuring service quality across various sectors, including tourism. Ref. [44] successfully applied SERVQUAL-based principles to assess tourists’ perceptions of safety and security in Cape Town, demonstrating the model’s adaptability to tourism contexts. The tourist transportation service in Baños de Agua Santa involves significant interaction between service providers and tourists, making SERVQUAL an appropriate tool. Ref. [45] used a similar approach to evaluate residents’ perceptions of pilgrimage tourism sustainability in mountain regions, showing the model’s applicability in niche tourism contexts. Furthermore, SERVQUAL’s five dimensions (tangibles, reliability, responsiveness, assurance, and empathy) align well with the multifaceted nature of tourist transportation experiences. By adapting SERVQUAL to our specific context, we can capture both the functional and experiential aspects of the “Chivas” transportation service, providing a comprehensive assessment of service quality from the tourist perspective.

The adaptation of the SERVQUAL model for this study was a deliberate and methodical process, necessitated by the unique context of tourist transportation services in Baños de Agua Santa, Ecuador, while the original SERVQUAL dimensions provided a robust framework, the specific items required careful modification to ensure relevance and applicability to our research setting. This adaptation process involved an extensive literature review, consultation with local tourism experts, and pilot testing to refine the items while maintaining the core conceptual integrity of each dimension.

Our approach to adapting the SERVQUAL items was guided by the principle of contextual validity. The original items, designed for general service industries, did not fully capture the nuances of tourist transportation in an adventure tourism destination. For instance, the tangibles dimension needed to reflect not just the physical appearance of vehicles, but also their suitability for adventure activities. Similarly, the reliability dimension had to incorporate elements specific to tour scheduling and the unique challenges of transportation in a mountainous region. These contextual factors necessitated a recalibration of the items to ensure they resonated with the experiences of tourists in Baños de Agua Santa.

The adaptation process also considered the linguistic and cultural context of our study population. We recognized that direct translations of the original SERVQUAL items might not convey the intended meaning or might be misinterpreted by respondents from diverse cultural backgrounds. Therefore, we employed a rigorous translation and back-translation process, followed by cognitive interviews with potential respondents to ensure that the adapted items were comprehensible and culturally appropriate. This step was crucial in maintaining the conceptual equivalence of the measures across different linguistic and cultural groups visiting Baños de Agua Santa.

Furthermore, our adaptation was informed by recent developments in tourism service quality research. We incorporated insights from studies that have applied SERVQUAL in similar contexts, such as adventure tourism destinations and specialized transportation services. This allowed us to build upon existing knowledge while tailoring our instrument to the specific characteristics of Baños de Agua Santa. The resulting set of items, while different from the original SERVQUAL in wording, maintains a strong conceptual link to the underlying dimensions and reflects the current state of knowledge in tourism service quality assessment.

In recognition of the potential limitations introduced by our adaptations, we conducted rigorous validity and reliability analyses on our modified scale. These analyses, including confirmatory factor analysis and internal consistency tests, demonstrated that our adapted items maintained high psychometric properties and effectively captured the intended constructs, while we acknowledge that our adaptations may limit direct comparability with studies using the original SERVQUAL items, we believe that the enhanced contextual relevance and validity of our adapted scale provide valuable insights specific to tourist transportation quality in adventure tourism settings.

The SERVQUAL model is based on the premise that service quality is composed of five fundamental dimensions [46]:

• Reliability: the ability to deliver the promised service reliably and accurately.
• Responsiveness: willingness to assist customers and to provide fast and efficient service.
• Assurance: the knowledge and courtesy of the employees, as well as their ability to generate customer confidence.
• Empathy: the personalized attention and individualized treatment employees provide customers.
• Tangible elements: the physical and visible aspects of the service environment, such as the facilities, the equipment used, and the appearance of the staff.

To measure perceived service quality, questionnaires containing a series of statements related to each of the dimensions mentioned above are used [47]. Customers rate these statements on a scale of 1 to 7, indicating their degree of agreement or disagreement.

The difference between customers’ expectations and actual perceptions of the service received is used to assess service quality. If perceptions of the service are equal to or higher than expectations, a quality service is considered to have been achieved [48]. On the other hand, if perceptions are below expectations, a service quality gap is identified that needs to be addressed to improve customer satisfaction [49].

The SERVQUAL model has been used in a wide variety of industries and has proven to be a useful tool for assessing service quality and guiding improvements in customer experience. The population studied was made up of tourists who made use of the tourist ground transportation service called “Chivas” in the city of Baños de Agua Santa; from knowing the population, a sample was extracted through a statistical formula, being a simple random sample [50].

The quality of transportation services plays a crucial role in shaping tourists’ experiences and perceptions of a destination. Ref. [38] examined factors affecting public transport use for leisure travel and tourism, highlighting the importance of service features in mode choice decisions. Ref. [18] explored tourist satisfaction with bicycle sharing in Hangzhou, China, identifying key perceptual factors such as accessibility, perceived risk, and psychological benefits. Ref. [17] investigated tourists’ satisfaction with public transport services in Lagos, Nigeria, revealing underlying components like accessibility, journey comfort, and traveling security that impact tourists’ contentment.

These studies demonstrate the diverse aspects of transportation service quality that influence tourist satisfaction across different contexts. However, research on tourist-specific transportation in small adventure tourism destinations remains limited. Our study addresses this gap by focusing on the unique context of Baños de Agua Santa, where traditional public transportation coexists with specialized tourist services like the “Chivas” buses. By examining this specific case, we contribute to a more nuanced understanding of transportation service quality in diverse tourism settings.

Finally, at the end of the collection of results, an analysis of each question and each dimension was carried out with the data obtained.

3.5. Data Analysis

Finally, at the end of the collection of results, an analysis of each question and each dimension was carried out with the data obtained. Measures like means and standard deviations were computed as descriptive statistics for each dimension of the SERVQUAL model. This made it possible to evaluate how travelers perceived and anticipated various aspects of service quality.

Additionally, the mean perception and mean expectation scores for each dimension were subtracted to determine the quality gaps. These gaps highlighted instances where the perceived level of service fell short of visitors’ expectations, enabling a thorough understanding of service level flaws.

4. Results

The reliability of the adapted SERVQUAL questionnaire was assessed using Cronbach’s alpha method, revealing a high-reliability level of 0.973. This underscores the questionnaire’s consistency in capturing tourists’ perceptions and expectations in the context of tourist transportation services.

4.1. Sample Selection and Population Characteristics

To ensure a representative sample, we first conducted a thorough analysis of tourist arrivals in Baños de Agua Santa. According to data from the Municipal Tourism Department, the city received approximately 1,200,000 tourists in 2022 [51]. Of these, an estimated 80% (960,000) used some form of local transportation during their stay, forming our target population.

The tourist population in Baños de Agua Santa is diverse, with visitors coming from various countries and for different purposes. Based on the municipal data:

• A total of 70% were domestic tourists, while 30% were international visitors;
• The average length of stay was 2.5 days;
• Peak tourist seasons were July–August and December–January, accounting for 40% of annual visits;
• In total, 60% of visitors cited adventure activities as their primary reason for visiting.

Given this large and diverse population, we used the following formula to determine the appropriate sample size:

$$n={\displaystyle \frac{Z^2·p·(1-p)}{e^2}}$$

(1)

where:

• n is the sample size;
• Z is the z-score (1.96 for 95% confidence level);
• p is the estimated proportion of the population (0.5 for maximum variability);
• e is the margin of error (0.0687 or 6.87%).

Applying this formula:

$$n={\displaystyle \frac{{1.96}^2·0.5·(1-0.5)}{{0.0687}^2}}\approx 203$$

(2)

This calculation yielded a sample size of 203, which provides a 95% confidence level with a 6.87% margin of error, while a larger sample size would decrease the margin of error, this sample size is sufficient to represent the large tourist population while remaining feasible within our research constraints of time and resources.

To select participants, we employed a systematic random sampling method at key tourist locations throughout the city. These locations included:

• The main bus terminal (40% of respondents);
• Five popular hotels in different price ranges (30% of respondents);
• Major attractions such as the Basilica and the waterfall route (20% of respondents);
• Central plaza and main shopping areas (10% of respondents).

At each location, every 10th tourist encountered who met our criteria (had used local transportation) was invited to participate in the survey. This method ensured a diverse and representative sample of tourists using transportation services in Baños de Agua Santa. To further ensure representativeness, we conducted our sampling over a two-month period (June–July 2023), including both weekdays and weekends. We also implemented quota controls to match the known demographics of the tourist population:

• A total of 70% domestic tourists and 30% international tourists;
• Age distribution matching municipal tourism data;
• Equal gender representation.

By implementing these rigorous sampling methods and controls, we aimed to obtain a sample that accurately reflects the diverse population of tourists using transportation services in Baños de Agua Santa. The current record of tourist land transport units in the city of Baños de Agua Santa is as follows in

Table 1. Number of transports.

Type of Transport	Units
Van	10
Bus	5
Double-decker bus	2
Coastal type bus	29

Registry of units providing service within the canton based on information from [52].

below:

The selection of items for each dimension in our SERVQUAL questionnaire was based on a comprehensive review of existing literature on service quality in tourism and transportation contexts, as well as consideration of the unique characteristics of adventure tourism in Baños de Agua Santa. We adapted the original SERVQUAL items to ensure relevance to our specific study context while maintaining the integrity of the model’s five dimensions.

For the tangible elements dimension, we focused on aspects that are particularly salient in the context of tourist transportation. The “modern appearance” and “visually attractive” items were included to assess tourists’ perceptions of the physical condition and aesthetics of the transportation vehicles, which can significantly impact first impressions and overall experience. The “good appearance of worker” item was deemed crucial in a service-oriented industry where staff presentation can influence perceived professionalism. Lastly, “visually attractive material elements” was included to evaluate the quality of supporting materials such as route maps, schedules, and informational brochures, which are essential for tourists navigating an unfamiliar environment.

In the reliability dimension, we selected items that capture the core aspects of dependable service delivery in tourist transportation. “Promise to deliver service” and “performance of the service within the established time” are particularly relevant in a tourism context where schedule adherence can significantly impact visitors’ itineraries. “Interest in solving passengers’ problems” and “good service the first time” reflect the importance of responsive and efficient problem-solving in ensuring a positive tourist experience. The “recording of errors” item was included to assess the perceived effectiveness of service recovery mechanisms, which can be crucial in maintaining tourist satisfaction in the event of service failures.

For the responsiveness dimension, we chose items that reflect the unique needs of tourists in an adventure tourism setting. “Information to complete the service” is crucial for visitors who may be unfamiliar with local transportation systems. “Speed of service” and “willingness to help passengers” are particularly important in a fast-paced tourism environment where time is often at a premium. The item “workers should not be busy to help customers” was included to assess the perceived availability and attentiveness of staff, which can significantly impact tourists’ sense of being valued and cared for.

In the safety dimension, we selected items that address both physical and psychological aspects of safety, which are paramount in adventure tourism transportation. “The behavior of workers should transmit confidence” and “friendliness of workers” relate to the emotional comfort of tourists, while “security in payments” addresses financial safety concerns. “Sufficient knowledge on the part of the workers” was included to assess perceived competence, which is crucial for building trust in potentially high-risk adventure tourism activities.

Finally, for the empathy dimension, we chose items that reflect the importance of personalized service in tourism experiences. “Individualized attention” and “personal attention to each client” assess the degree to which tourists feel their unique needs are recognized and addressed. “Comfortable working hours” is particularly relevant in a tourism context where services may be required outside standard business hours. “Concern for clients’ interests” and “employees should attend to the specific needs of clients” reflect the importance of staff being attuned to and accommodating of tourists’ diverse preferences and requirements.

By carefully selecting these items for each dimension, we aimed to create a comprehensive and context-specific tool for assessing the perceived quality of tourist transportation services in Baños de Agua Santa. This tailored approach allows for a nuanced understanding of service quality in this unique adventure tourism setting, while still maintaining comparability with other studies using the SERVQUAL model.

Table 2. SERVQUAL by question.

Dimension	Items	Std. Deviation		Gap
		Expectation	Perception
Tangible elements	Modern appearance	5.73	4.23	−1.50
	Visually attractive	5.81	4.58	−1.23
	Good appearance of worker	6.47	4.09	−2.38
	Visually attractive material elements	6.04	4.32	−1.72
Reliability	Promise to deliver service	6.88	4.79	−2.09
	Interest in solving passengers’ problems	6.67	4.33	−2.34
	Good service the first time	6.47	4.52	−1.95
	Performance of the service within the established time	6.85	4.94	−1.91
	Recording of errors	6.37	3.86	−2.51
Responsiveness	Information to complete the service	6.53	4.99	−1.54
	Speed of service	6.69	4.60	−2.09
	Willingness to help passengers	6.76	4.62	−2.14
	Workers should not be busy to help customers	6.23	4.40	−1.83
Safety	The behavior of workers should transmit confidence	6.58	4.56	−2.02
	Security in payments	6.88	4.94	−1.94
	Friendliness of workers	6.75	4.81	−1.94
	Sufficient knowledge on the part of the workers	6.32	4.76	−1.56
Empathy	Individualized attention	6.30	4.22	−2.08
	Comfortable working hours	6.12	4.97	−1.15
	Concern for clients’ interests	6.68	4.44	−2.24
	Employees should attend to the specific needs of clients	6.20	4.27	−1.93
	Personal attention to each client	6.31	4.14	−2.17

Note. Results were calculated according to the SERVQUAL model [53].

details the dimensions and questions of the SERVQUAL questionnaire.

In Table 1, we can observe the results of the number of tourist transport units in the city of Baños de Agua Santa, these results were obtained after theoretical research; the type of transport studied during this research is the coastal type bus called “Chivas” which consists of 29 units to provide service in the territory.

4.2. Tangible Elements Dimension

For the tangible elements dimension, customers’ perceptions regarding the physical and visible aspects of the service environment play a crucial role in shaping their overall service experience. This dimension encompasses various tangible elements such as the modern aspect, visual appeal, appearance of workers, and visually appealing material elements. Customers expect the service to exhibit modernity, visual appeal, and aesthetic appeal in both the physical environment and the appearance of service providers. The discrepancy between customers’ expectations and perceptions in these areas highlights potential areas for improvement in enhancing the physical aspects of the tourist transportation service in Baños de Agua Santa. Addressing these gaps can contribute to improving customer satisfaction and the overall quality of the tourism experience.

The tangible elements are described below:

• Modern aspect: The average expectation of clients regarding the modern aspect is 5.73, while the average perception is 4.23. This indicates a difference of −1.50, which means that customers perceive the modern aspect of the service below their expectations.
• Visually appealing: Customers have a mean expectation of 5.81 for the visually appealing aspect, but the mean perception is 4.58. The quality gap is −1.23, which means that customers perceive the modern aspect of the service below their expectations. The quality gap is −1.23, suggesting that customers consider the visual appeal of the service to be lower than they expected.
• Good appearance of worker: The mean expectation of customers on the good appearance of workers is 6.47, while the mean perception is 4.09. This results in a quality difference of −2.23. This results in a quality difference of −2.38, indicating that customers feel that the appearance of workers does not meet their expectations.
• Visually appealing material elements: Customers have a mean expectation of 6.04 for visually appealing material elements, but the mean perception is 4.32. The difference in quality is −1.72, suggesting that customers consider the visually appealing material elements of the service to be below their expectations.

The results indicate that there are negative quality gaps across all material elements. This suggests that customers perceive that the service does not meet their expectations regarding modern appearance, visual appeal, good appearance of workers, and visually appealing material elements.

4.3. Reliability Dimension

The rehabilitation elements are described below: Promise to fulfill the service. The average expectation of customers regarding the promise to fulfill the service is 6.88, while the average perception is 4.79. This indicates a gap of −2.09, meaning that customers perceive the company as not fully delivering its service promise. Interest in solving passenger problems. Customers have an average expectation of 6.67 regarding interest in solving passenger problems, but the average perception is 4.33. The quality gap is −2.34, which suggests that customers feel that the company is not interested in solving problems that may arise. Good service the first time. The average customer expectation of good service the first time is 6.47, while the average perception is 4.52. This results in a quality gap of −1.95, which indicates that customers consider that the company failed to provide a good service from the start. Carry out the service in the established time. Clients have an average expectation of 6.85 regarding the service being carried out in the established time, but the average perception is 4.94. The quality gap is −1.91, which suggests that customers feel that the company does not fully comply with the established deadlines. Error log. The average expectation of customers regarding the error log is 6.37, while the average perception is 3.86. This indicates a gap of −2.51, which means that customers perceive that the company does not adequately record errors and problems that may occur.

The results obtained for this dimension show in general that the capacity to provide the promised service with formality and accuracy is not fulfilled for the different reasons identified: lack of training of the personnel providing the service, improvisation at the moment of offering the service to capture the client’s attention, and non-compliance with the route offered for not creating a road map defined by the operators. In other words, most of the services provided do not provide the service correctly from the first moment, due to the lack of professional knowledge of the transport group.

4.4. Responsiveness Dimension

The elements of responsiveness are described below: service promise. The average expectation of customers with respect to the commitment to deliver the service is 6.88, while the average perception is 4.79. This indicates a difference of −2.09, which means that customers perceive that the company does not fully deliver on its service promise. This indicates a difference of −2.09, which means that customers perceive that the company does not fully deliver on its service promise. Interest in solving passengers’ problems. Customers have a mean expectation of 6.67 in terms of interest in solving passengers’ concerns, but the mean perception is 4.33. The quality gap is −2.34, suggesting that customers feel that the company does not show sufficient interest in resolving problems that may arise. Good service the first time. The average customer expectation of good service the first time is 6.47, while the average perception is 4.52. This results in a quality gap of −1.95, indicating that customers feel that the company needs to provide better service the first time. Perform service on time. Customers have a mean expectation of 6.85 that the service will be performed on time, but the mean perception is 4.94. The quality gap is −1.91, suggesting that customers feel the company does not serve the service entirely on time. Error logging. The mean expectation of customers on error logging is 6.37, while the mean perception is 3.86. This indicates a difference of −2.51. This indicates a difference of −2.51, which means that customers perceive that the company does not adequately record errors and problems that may occur.

According to the results shown above, the perception of tourists on the responsiveness of tour operators is negative, despite the fact that in Baños there are favorable weather conditions, short distances of mobility, unique tourist attractions in the world, and others; however, the response given to certain needs of tourists is not fast and efficient. This anomaly occurs because the channel of communication of tourists to the operator is not clear or because there is no knowledge of several languages by the people who provide tourist operations.

4.5. Security Dimension

The elements of security are described below: Worker behavior should convey trust. The average expectation of clients regarding worker behavior to convey trust is 6.58, while the average perception is 4.56. This indicates a gap of −2.02, meaning that clients perceive that workers’ behavior does not convey the expected trust. Payment security. Clients have an average expectation of 6.88 in terms of payment security, but the average perception is 4.94. The quality gap is −1.94, suggesting that clients feel that the company does not provide sufficient payment security. Worker friendliness. Clients’ average expectation of worker friendliness is 6.75, while the average perception is 4.81. This results in a quality gap of −1.94, indicating that clients feel that workers are not friendly enough. Sufficient knowledge on the part of employees. Customers have an average expectation of 6.32 for sufficient knowledge on the part of employees, but the average perception is 4.76. The quality gap is −1.56, suggesting that clients feel that employees do not have sufficient knowledge to provide adequate service.

These negative results are due to the fact that there are no various forms of payment as is customary in European countries or the United States; the only form of payment in most tour operators is in cash, generating a certain insecurity and distrust. Another unfavorable aspect is the lack of training of the people who provide tourist services in new payment methods, customer friendliness, and foreign language skills.

4.6. Empathy Dimension

The elements of empathy are described below: individualized attention. The average expectation of clients regarding individualized attention is 6.30, while the average perception is 4.22. This indicates a gap of −2.08, meaning that clients perceive that the company does not provide enough individualized attention. Convenient service hours. Clients have an average expectation of 6.12 for convenient business hours, but the average perception is 4.97. The quality gap is −1.15, suggesting that clients feel that the hours of operation are not convenient enough. Caring about clients’ interests. Clients’ average expectation of caring about their interests is 6.68, while the average perception is 4.44. This results in a quality gap of −2.24, indicating that customers feel that the company does not show sufficient concern for their interests. Employees must address specific customer needs.

Customers have an average expectation of 6.20 those employees should address their specific needs, but the average perception is 4.27. The quality gap is −1.93, suggesting that customers feel employees do not adequately address their specific needs. Personal attention to each client. The average customer expectation for personalized attention is 6.31, while the average perception is 4.14. This indicates a gap of −2.17, which means that customers perceive that the company does not provide enough personalized attention to each customer.

The negative results corresponding to empathy refer to inadequate individualized attention, i.e., tour operators do not care to listen and attend to the needs of tourists with the interest they require. After analyzing the results, it has been concluded that the lack of empathy is due to the lack of understanding of the language, especially of foreigners, and they cannot be attended with the urgency and personalization they deserve. There are also other cases in which the personnel providing tourist services, despite listening to the tourist’s needs, do not respond adequately to them because they are not trained.

Table 3. SERVQUAL by dimensions.

Dimension	Mean Expectation	Mean Perception	Gap
Tangible elements	6.01	4.30	−1.71
Reliability	6.65	4.49	−2.16
Responsiveness	6.55	4.65	−1.90
Security	6.63	4.77	−1.87
Empathy	6.32	4.41	−1.91

Note. Results were calculated according to the SERVQUAL model for each dimension [41].

details the results of the dimensions, specifying the results of the mean expectation, mean perception and gap.

4.7. Analysis of Service Quality Dimensions

The reliability dimension exhibited the largest gap (−2.16), suggesting significant issues with the dependability and accuracy of the transportation services in Baños de Agua Santa. This pronounced discrepancy indicates that tourists’ expectations regarding service consistency, punctuality, and problem-solving capabilities are not being met. The magnitude of this gap is particularly concerning given that reliability is often considered a fundamental aspect of service quality, especially in the context of tourism where adherence to schedules and fulfillment of service promises can significantly impact the overall travel experience. The substantial negative gap in reliability may be attributed to factors such as inconsistent service delivery, delays, or a failure to address tourist concerns effectively. This finding underscores the need for targeted interventions to enhance the reliability of tourist transportation services in the region.

Responsiveness and empathy also showed substantial gaps (−1.90 and −1.91, respectively), indicating shortcomings in the willingness to help customers and provide personalized attention. These results suggest that tourists perceive a lack of prompt service and individualized care from transportation service providers. The similarity in gap size between these two dimensions implies a potential correlation between responsiveness and empathy in the context of tourist transportation services. This relationship may stem from tourists interpreting quick and helpful responses as a form of empathetic service. The negative gaps in these dimensions could be attributed to factors such as insufficient staff training, language barriers, or operational constraints that limit the ability of service providers to offer timely and personalized assistance. Addressing these gaps is crucial for enhancing the overall quality of the tourist experience in Baños de Agua Santa.

While the tangible elements dimension had the smallest gap (−1.71), it still represents a notable discrepancy between expectations and perceptions regarding the physical aspects of the service. This dimension encompasses factors such as the appearance of vehicles, facilities, and staff, as well as the visual appeal of communication materials. The relatively smaller gap in this dimension suggests that while improvements in tangible elements are needed, they may be less critical than enhancements in service delivery and customer interaction. However, the presence of a significant negative gap indicates that the physical presentation of transportation services still falls short of tourist expectations. This could be due to factors such as aging infrastructure, inadequate maintenance of vehicles, or a lack of modern amenities that tourists might expect based on their experiences in other destinations.

To assess the statistical significance of these gaps, we conducted t-tests comparing the expectation and perception scores for each dimension (

Table 4. t-test results for Analysis of Service Quality Dimensions.

Dimension	T-Value	p-Value	Significant
Tangible elements	−8.26	<0.001	Yes
Reliability	−10.35	<0.001	Yes
Responsiveness	−7.61	<0.001	Yes
Security	−7.84	<0.001	Yes
Empathy	−9.02	<0.001	Yes

):

The t-test results demonstrate that all observed gaps are statistically significant (p < 0.001), confirming that the differences between tourists’ expectations and perceptions are not due to chance. These findings highlight systematic deficiencies in the quality of tourist transportation services across all evaluated dimensions. The high t-values, particularly for reliability (−10.35) and empathy (−9.02), underscore the magnitude of these discrepancies. The consistency of significant results across all dimensions suggests a pervasive issue with service quality that extends beyond isolated aspects of the transportation experience. This comprehensive shortfall in meeting tourist expectations may indicate underlying systemic problems in the planning, management, or execution of transportation services in Baños de Agua Santa. The statistical significance of these gaps provides a strong empirical basis for recommending comprehensive reforms and improvements in the local tourist transportation sector.

The uniformity of significant gaps across all dimensions presents both challenges and opportunities for service improvement initiatives. On the one hand, it indicates a need for broad-based interventions that address multiple aspects of service quality simultaneously. This comprehensive approach may require substantial resources and coordination among various stakeholders in the tourism ecosystem of Baños de Agua Santa. On the other hand, the consistency of these gaps suggests that targeted improvements in one dimension may have positive spillover effects on others, potentially amplifying the impact of quality enhancement efforts. For instance, improvements in reliability could positively influence perceptions of responsiveness and security, as tourists may associate punctual service with overall competence and trustworthiness.

4.8. t-Tests: Expectations vs. Perceptions

t-tests were used for each dimension to see if there were statistically significant discrepancies between the expectations and perceptions of tourists. The following

Table 5. t-test results for expectations vs. perceptions.

Dimension	Mean Expectation	Mean Perception	T-Value	p-Value (Two-Tailed) Significant
Tangible elements	6.01	4.30	−8.26 0	<0.001	Yes
Reliability	6.65	4.49	−10.35	<0.001	Yes
Responsiveness	6.55	4.65	−7.61	<0.001	Yes
Security	6.63	4.77	−7.84	<0.001	Yes
Empathy	6.32	4.41	−9.02	<0.001	Yes

Note. Results were calculated according to the SERVQUAL model [53].

provides a summary of the findings:

The key columns in Table 5 provide the following information: Dimension: This column lists the dimensions of service quality that were evaluated: tangible elements, reliability, responsiveness, security, and empathy. Mean Expectation: This column displays the average score (mean) given by tourists for each dimension of their expectations. Mean Perception: This column displays the average score (mean) tourists gave for service quality perceptions in each dimension. T-value: The T-value is a statistical measure that shows how much the mean expectation and mean perception scores differ. It is computed based on sample data and helps indicate the degree of difference between expectations and perceptions. p-value (two-tailed): The p-value represents the probability that the observed differences between expectations and perceptions could have occurred due to random chance. If the p-value is less than 0.001, it indicates that the differences are extremely unlikely to have occurred by chance alone. Significant: This column indicates whether the differences between expectations and perceptions are statistically significant. If the p-value is less than a predetermined significance level (often denoted as α, typically 0.05), it suggests that the differences are indeed significant. The results of the table in this context demonstrate that p-values are less than 0.001 for all aspects, including tangible elements, reliability, responsiveness, security, and empathy. This suggests that there are considerable gaps in tourists’ views and expectations, showing that they believe the service quality is significantly below expectations. In simpler terms, the table shows statistical proof that visitors’ assessments of service quality fall short of their expectations and that these discrepancies are not merely coincidental but rather serious. This highlights how these service quality dimensions need to be improved in order to better match tourists’ views with their expectations and raise their level of satisfaction.

5. Discussion of the Results

The findings of this study on the perceived quality of tourist transportation services in Baños de Agua Santa, Ecuador, offer valuable insights into the challenges and opportunities facing adventure tourism destinations. By applying the SERVQUAL model to assess tourist perceptions across five key dimensions of service quality, this research reveals significant gaps between expectations and experiences. These results not only highlight areas for improvement in the local transportation sector but also contribute to the broader understanding of service quality in niche tourism contexts. The following discussion delves into the implications of these findings, exploring their significance for the tourism industry in Baños de Agua Santa, their theoretical contributions to the field of tourism research, and their practical applications for destination management. By examining these aspects in detail, we aim to provide a comprehensive analysis that bridges the gap between academic inquiry and practical implementation in the realm of adventure tourism transportation.

5.1. Overview of Findings

This study evaluated the service quality perceived by tourists using transportation services in Baños de Agua Santa, Ecuador, employing the SERVQUAL model. The research analyzed the dimensions of tangible elements, reliability, responsiveness, security, and empathy. The findings revealed consistent negative gaps across all service quality dimensions, indicating that tourists’ experiences fell short of their expectations. These discrepancies were particularly pronounced in the reliability and responsiveness dimensions, suggesting critical areas for improvement in the local transportation services.

The systematic occurrence of negative gaps across multiple dimensions signifies the need for comprehensive and targeted adjustments in the tourism transportation sector of Baños de Agua Santa. These findings align with previous studies such as Nwachukwu et al. [17], who identified similar gaps in public transport services for tourists in urban settings. However, our study extends this understanding to the context of adventure tourism destinations, highlighting the unique challenges faced in such environments.

The tangible elements dimension, which includes the physical appearance of vehicles and facilities, showed a moderate negative gap. This suggests that while the visual appeal of the transportation services is important, it may not be the most critical factor in tourists’ overall satisfaction. Nevertheless, improvements in this area could contribute to a more positive first impression and enhance the overall perception of service quality. This finding is consistent with the work of Ong et al. [40], who found that tangibles were a significant factor in passenger satisfaction with tricycle services in urban areas of the Philippines.

The reliability dimension exhibited the largest negative gap, indicating a significant disparity between tourists’ expectations and their actual experiences regarding the dependability and accuracy of the transportation services. This finding is particularly concerning as reliability is often considered a fundamental aspect of service quality, especially in the context of tourism where time and scheduling can significantly impact the overall travel experience. Our results echo those of Taran [54], who found that reliability was a key factor in shuttle service quality at university campuses.

The responsiveness dimension also showed a substantial negative gap, suggesting that the speed and willingness of service providers to assist tourists falls short of expectations. In an adventure tourism context, where flexibility and quick problem-solving are often necessary, this gap could have a significant impact on tourists’ overall satisfaction and their ability to fully enjoy the destination’s offerings. This aligns with the findings of Chen et al. [55], who emphasized the importance of responsiveness in airline service quality.

5.2. Implications for Tourism in Baños de Agua Santa

The identified service quality deficiencies have significant implications for the tourism sector in Baños de Agua Santa. Unsatisfactory transportation services can lead to overall dissatisfaction among visitors, potentially resulting in negative word-of-mouth, decreased likelihood of return visits, and damage to the destination’s reputation. This aligns with the findings of Shiwakoti et al. [56], who emphasized the impact of perceived safety and service quality on tourist satisfaction and destination image in the context of airline services.

Addressing these shortcomings is crucial for the sustained success of the region’s tourism industry. The link between service quality and overall visitor experience, as highlighted by Zhou et al. [18] in their study of bicycle sharing services, underscores the importance of enhancing transportation quality to maintain the competitiveness and attractiveness of Baños de Agua Santa as a tourist destination.

The negative gaps in the security dimension, while not as pronounced as those in reliability and responsiveness, still present a concern for the destination. In adventure tourism, where activities may involve some level of perceived risk, ensuring that tourists feel secure in their transportation can significantly impact their overall comfort and enjoyment. Improving this aspect could enhance the destination’s appeal to a broader range of tourists, including those who may be more risk-averse. This is particularly relevant in light of the findings by Wisutwattanasak et al. [7], who highlighted the importance of safety perceptions in post-pandemic travel intentions.

The empathy dimension, which reflects the individualized attention given to tourists, also showed a negative gap. This suggests that tourists feel the transportation services lack a personal touch or fail to adequately address individual needs. In a destination known for its unique natural and cultural attractions, this gap could be particularly detrimental, as it may prevent tourists from fully engaging with and appreciating the local experience. The importance of empathy in service quality is corroborated by the work of Jiang et al. [57] in their study of recreational fisheries, emphasizing its role in overall tourist satisfaction.

The cumulative effect of these service quality gaps could potentially undermine the unique selling points of Baños de Agua Santa as an adventure tourism destination. The natural beauty and adventure activities that attract visitors may be overshadowed by frustrations with basic transportation services, leading to a disconnect between the destination’s potential and the actual tourist experience.

5.3. Theoretical Implications

This study contributes to the theoretical understanding of service quality in niche tourism contexts, particularly in adventure tourism destinations. By applying the SERVQUAL model to a unique transportation context (the “Chivas” buses), we demonstrate the model’s adaptability and relevance in assessing specialized tourism services. The consistent negative gaps across all dimensions suggest that theoretical frameworks for service quality in adventure tourism settings may need to consider additional factors beyond the traditional SERVQUAL dimensions.

Furthermore, our findings contribute to the emerging literature on smart tourism destinations by highlighting the potential role of technology in addressing service quality gaps. This builds upon the work of Hsu et al. [58] on smart port service quality, suggesting that technological solutions could play a crucial role in improving transportation service quality in adventure tourism contexts.

The study also adds to the theoretical discourse on the relationship between transportation and destination image in tourism, while previous research has often focused on transportation as a means to an end, our findings suggest that in adventure tourism contexts, the transportation itself can be an integral part of the tourism experience. This perspective aligns with the work of Watthanaklang et al. [5], who emphasized the importance of public transport attributes in shaping tourist experiences.

The application of the SERVQUAL model in this specific context also contributes to the ongoing debate about the universality of service quality dimensions. Our findings suggest that while the five SERVQUAL dimensions are relevant in adventure tourism transportation, their relative importance and interpretation may differ from other service contexts. This supports the need for context-specific adaptations of service quality models in tourism research, as demonstrated by Güner et al. [59] in their analysis of rail system service quality using social media data.

Lastly, this study bridges a gap between service quality theory and the practical realities of managing tourism in emerging destinations. By identifying specific areas where tourist expectations are not being met, we provide a theoretical basis for targeted interventions in tourism management and policy-making, particularly in destinations that are still developing their tourism infrastructure and services.

5.4. Practical and Managerial Implications

To mitigate the adverse effects and enhance service quality, a comprehensive action plan should be implemented. This plan should encompass infrastructure modernization, involving investments in upgrading and maintaining transportation vehicles and facilities. The negative gap in tangible elements suggests that visible improvements to the physical aspects of the transportation services could have a positive impact on tourist perceptions.

Employee training programs should be developed, focusing on customer service, local knowledge, and safety protocols. Given the significant gaps in reliability and responsiveness, these programs should particularly emphasize timely service delivery and effective problem-solving skills. Training should also address the empathy dimension, teaching employees how to provide personalized attention to tourists with diverse needs and expectations. This approach aligns with the findings of Chau et al. [60], who highlighted the importance of perceived service quality in shaping overall accessibility perceptions in urban transport contexts.

Implementing standardized service protocols and regular quality control measures is crucial. This could involve establishing clear guidelines for service delivery, regular performance evaluations, and a system for continuous feedback and improvement. Such measures can help address the consistency issues highlighted by the negative gaps across all service quality dimensions. The importance of such standardized approaches is underscored by the work of Ong et al. [6], who found that service quality significantly influences customer satisfaction in motorcycle taxi transportation.

Technology integration should be a key focus, leveraging ICT to improve service delivery, information provision, and customer feedback mechanisms. This could include developing mobile applications for real-time service information, implementing digital feedback systems, and using data analytics to identify and address service issues proactively. Such technological solutions can help bridge the gap between tourist expectations and actual service delivery, particularly in terms of reliability and responsiveness. The potential of technology in enhancing service quality is evident in the study by Du and Sang [61], who evaluated user satisfaction with urban railway services.

Managers should also consider the unique context of adventure tourism when implementing improvements. This may involve tailoring transportation services to accommodate equipment for adventure activities, providing informative commentary about local attractions during journeys, and ensuring that transportation options align with the overall adventure tourism experience that Baños de Agua Santa offers. This holistic approach to service quality is supported by the findings of Jou et al. [9], who emphasized the importance of contextual factors in public transportation service quality during major disruptions.

By implementing these practical measures, transportation service providers in Baños de Agua Santa can work towards closing the identified service quality gaps and enhancing the overall tourist experience. This, in turn, can contribute to the destination’s competitiveness and sustainability in the adventure tourism market.

5.5. Limitations of the Study

The adaptation of the SERVQUAL model for this study, while necessary for contextual relevance, introduces certain limitations that warrant consideration. Primarily, the modification of standard SERVQUAL items may impact the comparability of our results with other studies that utilize the original scale. This divergence from the established model could potentially affect the broader applicability of our findings to other tourism contexts or service industries. However, we contend that the benefits of a context-specific adaptation outweigh these limitations, particularly given the unique characteristics of adventure tourism transportation in Baños de Agua Santa.

Our adapted scale, while rigorously developed and tested, may not capture all nuances of service quality specific to adventure tourism transportation. The complex interplay between transportation services and the overall adventure tourism experience might encompass factors beyond the scope of our modified SERVQUAL dimensions. This limitation suggests the potential need for future research to develop more specialized service quality assessment tools for adventure tourism contexts, possibly incorporating elements from both established service quality models and adventure tourism literature.

The focus on a single destination, Baños de Agua Santa, limits the generalizability of the findings to other adventure tourism destinations, while this focused approach allowed for an in-depth analysis of the local context, it may not capture the full range of challenges and opportunities present in different adventure tourism settings. Additionally, the sample size, while statistically significant, may not represent the full diversity of tourists visiting Baños de Agua Santa. Factors such as nationality, age, travel experience, and specific adventure activities pursued could influence perceptions of service quality, and a larger or more stratified sample might reveal additional insights or patterns.

Lastly, the study’s focus on tourist perceptions does not include the perspectives of service providers, local authorities, or other stakeholders in the tourism ecosystem. Including these perspectives could provide a more comprehensive understanding of the challenges and opportunities in improving transportation service quality in the destination. Future research could benefit from mixed-method approaches, combining quantitative assessments with qualitative insights to provide a more holistic understanding of service quality in adventure tourism transportation.

Despite these limitations, we believe our adapted SERVQUAL model provides valuable insights into the perceived quality of tourist transportation services in Baños de Agua Santa. By acknowledging these constraints, we aim to contextualize our findings appropriately and pave the way for future research to address these limitations, ultimately contributing to a more comprehensive understanding of service quality in niche tourism contexts.

6. Conclusions and Future Lines of Research

This study has provided valuable insights into the perceived quality of tourist transportation services in Baños de Agua Santa, Ecuador, using the SERVQUAL model. The findings reveal significant gaps between tourists’ expectations and experiences across all service quality dimensions, with particular concerns in reliability and responsiveness. These results have important theoretical implications for the understanding of service quality in adventure tourism contexts. The research demonstrates the applicability and adaptability of the SERVQUAL model to niche tourism transportation services, specifically the unique “Chivas” buses in Baños de Agua Santa. It extends the literature on service quality in tourism by highlighting the interconnectedness of transportation quality and overall destination experience in adventure tourism settings. Furthermore, our findings contribute to the emerging discourse on smart tourism destinations by underscoring the potential role of technology in addressing service quality gaps in transportation services.

From a practical perspective, our findings suggest several key areas for improvement in tourist transportation services in Baños de Agua Santa. Prioritizing reliability enhancement through improved scheduling, maintenance, and communication systems is crucial to address the largest service quality gap identified. Implementing comprehensive staff training programs focusing on responsiveness and empathy can improve the personalized aspects of service delivery. Investing in modernizing tangible elements of the service, including vehicle aesthetics and comfort features, can enhance first impressions and overall perceived quality. Developing and implementing standardized service protocols and quality control measures is essential to ensure consistency in service delivery. Additionally, leveraging technology to improve real-time information provision, feedback collection, and service monitoring can address gaps in reliability and responsiveness.

It is important to acknowledge the limitations of this study to contextualize its findings and implications. The research focused on a single destination, which may limit the generalizability of findings to other adventure tourism contexts. The reliance on self-reported data may be subject to recall bias and social desirability effects. The cross-sectional nature of the study does not capture potential seasonal variations in service quality perceptions. Furthermore, the adaptation of the SERVQUAL model for this specific context, while necessary, may limit direct comparability with studies using the original scale. These limitations provide opportunities for future research to build upon and extend the findings of this study.

Based on our findings and identified limitations, several avenues for future research emerge. Conducting longitudinal studies could assess how service quality perceptions change over time and across different seasons in Baños de Agua Santa. Expanding the research to include comparative studies with other adventure tourism destinations would help validate the findings and identify context-specific factors influencing service quality perceptions. Investigating the role of cultural differences in shaping service quality expectations and perceptions among international tourists in adventure tourism settings could provide valuable insights for destination management. Exploring the potential of integrating technology-based solutions to address identified service quality gaps, particularly in reliability and responsiveness dimensions, aligns with the growing trend of smart tourism initiatives.

This study provides a comprehensive assessment of tourist transportation service quality in Baños de Agua Santa, offering both theoretical insights and practical recommendations for improvement. By addressing the identified service quality gaps and leveraging the unique aspects of adventure tourism, stakeholders can enhance the overall tourist experience, potentially leading to increased visitor satisfaction, positive word-of-mouth, and the sustainable development of the destination. Future research building on this study’s findings and addressing its limitations will further contribute to our understanding of service quality in adventure tourism transportation and help develop more tailored strategies for enhancing tourist experiences in similar destinations worldwide.