Repositioning strategy in the ecotourism industry: a case of Bario

Purpose – The aim of this paper is to examine service quality dimensions and their impact on a rural tourism destination. Design/methodology/approach – The study was conducted in Bario, a highland settlement in the state of Sarawak, Malaysia. It attempts to add to the scant research and to bridge the gap between service quality and tourists' satisfaction in rural destinations. The service quality dimensions for this study are places of interest, sceneries, outdoor activities, atmosphere, and motives interest. Findings – The results of this study show that places of interest, outdoor activities and atmosphere are the important dimensions to enhance tourist satisfaction. Originality/value – Past studies show that good service quality often leads to a better performance and a higher satisfaction level; however, most studies examine this from the context of urban tourist destinations. This study extends the span by looking at a rural tourist destination.