The paper was awarded with the Best Full Paper Award and 500€ prize at the 2008 CHME Conference (Hospitality, Tourism and Leisure Conference, Glasgow, 2008).
Even the sticking out positivists researchers (Grönroos, 2001; Gummesson, 1994, 2001, 2006; Iacobucci & Ostrom 1999; Prahalad & Ramaswamy, 2000, 2004) recognize the insufficiencies of traditional services research methodology and claim that the dominant models of service quality’s measurement have failed to conceive the customers’ perspective (Schembri & Sandberg, 2002). Whereas the customer is considered to be the focal point at contemporary Marketing and Services Marketing area, customer’s perspective is claimed to be missing from the dominant theory (Grönroos, 1993, 2006a). This article explores the potential for a modified gap analysis to serve as an alternative marketing tool. A research framework is constructed and tested using data produced by two survey efforts (tourists and tourism services providers) in a heritage destination.