MEASURING SERVICE QUALITY IN HOTEL INDUSTRY IN BOSNIA AND HERZEGOVINA

Tourism and hotel industry are one of the main priorities in the development of Bosnia and Herzegovina. Development of tourism is based primarily on raising the quality of hotel services. This paper first presents the initial model for measuring the quality of hotel services. This model identifies five key dimensions of quality through the primary activity process of providing services in hotels. The scale of expectations and a scale of perceptions are used to measure the dimensions identified in the initial model. They are then subjected to a factor analysis in order to determine whether there are basic dimensions or factors that coincide with the initial five dimensions of service quality. Reliability analysis is then conducted and the complex reliability of the structures is calculated so that the internal consistency of each of the three factors can be measured. On the basis of the study results, the paper proposes a final model for measuring the quality of hotel services, with the aim of improving the tourism market of Bosnia and Herzegovina.