Assessment and analysis the quality of provided tourism services in rural area from tourists attitude Case study: Torqobe villages in Binalud city

Aims and Background: The tourism industry is one of the most sensitive industries in terms of quality of service to tourists. Therefore, identifying the real level of received quality by tourists will be the first step to increase their satisfaction. Methodology: The aim of this study is to analyze the quality of tourism services in rural areas in the Torqobe villages, Binalud city. For this purpose, using descriptive-analytical method and based on library resources and field study, the questionnaire has been used. The statistical population of the survey is 11 villages in the Torqobe villages, Binalud city, of which 263 people have been selected using Cochran sampling method. Findings: The results showed that Jaghargh village with 0.034 had the highest score due to the presence of more attractions, the availability of amenities and services, and so on. Hesar village with 459.71 had the lowest score among the villages of the study area due to lack of infrastructure of communication and road and high distance to the center of the city. Also the results of SERVQUAL model showed that there is a moderate gap between the administration and the expectations of tourists in terms of the quality of rural tourism services. Conclusion: The results show that the tourist destination villages have a spatial difference in service quality and also in terms of service quality gap, the largest gap is observed in terms of empathy and accountability.