Background of the study
Tourism has been identified as one of the fastest growing industry of the world and tourism is becoming more visible in the world. It is also relate with the world economy and in some countries, tourism is identified as the backbone of the countries. Life styles of the people change, people are busy and they are suffering from stresses not only for their jobs but also from their family, environment, and social. For that reasons, people find ways to reduce stresses during their holidays. Going on a trip is one of the best ways to reduce stresses and best way to spend the time usefully. Many people’s inclination is to seek out novelty and excitement, interest in different cultures and traditional heritage of different countries and people are fond of travelling. In recent decades, tourism has become the world’s largest industry, with $3.4 trillion in annual revenue (Virginia Department of Historic Resources, 1998).
Travel and tour agencies are product oriented and service focused providing industry and therefore service quality is more important in travel and tour agencies. Service sector plays the most vital role in every organization and the most important part of today’s economic activities. Nowadays, service quality is the key to success and competitive advantages for the industry. According to Gelb (1998) companies create satisfied customers by delivering value, and they realize that the service they are giving is excellent only when the customers