Tourist Police Service Quality and Service Culture Influence on Tourists’ Confidence
The travel and tourism sector are a significant economic contributor in Malaysia. Tourist police service quality plays an important role to promote tourist confidence in the safety of a destination. However, there is less attention in tourism research focuses on tourist policing. Hence, this research fills the gap by examining the relationship between tourist police service quality and service culture influence on tourist confidence. The research is conducted in Penang Island, Malaysia – a global tourist destination in the Malay Archipelago. The dimension of tourist police service quality is conceptualized based on the SERVQUAL model with additional factor - service culture. This research finds that tourist confidence in the police is influenced by service quality factors: tangibles, responsiveness, and police service culture. The practical contribution of the research is on the utility of the finding for Malaysian tourist police department to strategize their organization to achieve a better level of service quality, hence promotes tourist confidence.
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