The Impact of Innovation in Operations and Physical Evidence on the Quality of Tourism Services – A Field Study from the Customers' Perspective of Travel and Tourism Companies in the City of Tripoli

Abstract

This study aimed to measure the impact of innovation in operations and innovation in physical evidence on the quality of tourism services provided by travel and tourism companies in central Tripoli, from the customers' perspective. To achieve the study objectives, the descriptive analytical approach was adopted, and a questionnaire was designed and distributed to a random sample of (384) customers of travel and tourism companies in Tripoli. The study relied on the SERVQUAL model to measure service quality across its five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. The results showed a statistically significant effect of innovation in operations on service quality, as well as a statistically significant effect of innovation in physical evidence on service quality, with the effect of innovation in physical evidence being stronger than that of innovation in operations. The study recommended that travel and tourism companies invest in developing their internal operations and improving their physical environment, given their significant impact on enhancing the quality of services perceived by customers.