Enhancing Service Quality through Employee Knowledge in the Tourism Industry

The tourism industry plays a crucial role in Malaysia's economy, driving long-term growth and development. To deliver high-quality customer experiences, the must consider numerous factors, including level of knowledge its employees. This study explores relationship between service quality context tourist guides working Southwest Sarawak (Kuching), Central (Sibu) Northeast (Miri) regions. was conducted using stratified random sampling method, data collected through survey questionnaire. analysed Structural Equation Modeling techniques, findings indicated significant various dimensions, reliability, assurance, tangibles, empathy, responsiveness. aims to inform development effective policies programmes by Ministry Tourism agencies provide foundation for future research on Malaysian industry.