World Journal of Business Studies 1(1) 2010, 113-130

MEASUREMENT OF SERVICE QUALITY IN HOSPITALITY INDUSTRY WITH SPECIAL CONTEXT TO THE TOURISM INDUSTRY IN AGRA LAXMI R. KULSHRESTHA1 SAPNA GAUTAM2
Abstract In the age of globalization and structural change, tourism is a new innovation, as it has become a global phenomenon, Hospitality is an integral part of tourism Industry. Hospitality products include: accommodation, transportation, travel agents, guides, taxi drivers, vendors, entertainment, food and beverages, emporiums and shopping arcades etc. It is extremely important to take into account the way a tourist feels about the destinations they visit. This study traces the tourists perception regarding the hospitality products; and measures the gap between services expectated and services perceived by tourists visiting Agra. To obtain tourists views on tourism products in Agra, five point likert scale was used. To measure the gap between expectations and perceptions regarding the services, seven dimensions related to tourism and hotel industry are identified to measure the service quality based on the SERVQUAL model as given by Parasuraman .The study reveals that tourists were moderately satisfied with the products of food and beverages, services of emporiums, accommodation and Services provided by transport and travel agents. Besides these, all other dimensions e.g. services provided by hotels, guides, services provided at the monuments and aspects of safety and security were scored negatively.Regarding the service quality in Agra tourism, the dimensions which reveal the low level of tourists satisfaction are: experienced and competent tour and hotel escorts, fluent and understandable communication with tourists, provision of adequate information about the service delivered, prompt response to tourists requests, personalization of services, keeping promises, insisting on error-free service, consistency in staff performance, caring attitude of the staff, pleasant and friendly personnel, cultivation of friendly relationship, appealing accommodation facilities, availability of information documents and notes, physical appearance of tour and hotel escorts (tidiness etc.), easy contract on arrival at airport, services delivered on time. The above dimensions require more attention to improve the service quality.

Keywords: Hospitality, Taj Mahal, Service Quality, Tourism Product, Tourist Satisfaction 1. Introduction Present era is known as a period of globalization which has brought not only progressive revolution in the field of economic, commerce and trade, finance, transportation and communication, and technology, but also in tourism sector. In the age of globalization and structural change, tourism is a new innovation, as it has become a global phenomenon, not only in terms of drawing people closer to each other, but also in terms of relative impact on society and individual as well. Hospitality is an integral part of tourism Industry. Hospitality means making a tourist
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Head, Department of Economics, Faculty of Social Sciences, Dayalbagh Educational Institute, Agra- 282005, Uttar Pradesh, India. Email: laxmi.r.kul@gmail.com 2 Research Scholar, Department of Economics, Faculty of Social Sciences, Dayalbagh Educational Institute, Agra- 282005, Uttar Pradesh, India.

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feel totally welcome not only as your guest, but also as the guest of the country. As per the Oxford Dictionary, hospitality is defined as reception and entertainment of guests, visitors, or strangers with liberality and good will. In a nutshell, hospitality means providing A home away from home, and making his visit a memorable and pleasant experience. The hospitality industry is very diverse and global. They may be physiological (satiated appetite, quenched thirst, comfortable bed and pleasant environment) economical (good value for money, speedy service, excellent location and credit facilities) social (enjoyable company, attentive staff and advice on selection of food and wine) and psychological (fulfillment of needs relating to self-esteem, status and security( Andrews,2007) Hospitality products include: accommodation, transportation, travel agents, guides, taxi drivers, vendors, entertainment, food and beverages, emporiums and shopping arcades etc.(Andrews,2007) The hospitality industry in India is a 3.5 trillion dollar service sector within the global economy. (Chopra & Diwan) The globalization of the hospitality industry has accelerated under the pressures of the advances in technology, communication, deregulation, elimination of political barriers, global developments as well as the growing competition in the global economy. The hospitality industry in India is also responding to these pressures and developments. It is rapidly maturing and pushing itself to meet the demands of the people most efficiently. The standard of service provided has significantly risen over the past five years. For the successful execution of marketing strategies or for translating the strategies into the meaningful purposes, it is essential to have a detailed knowledge of the changing behaviour of users of services in order to satisfy them. (Batra1998) In the recent years, tourists have become more demanding and discriminating. To keep pace with the changing tourists needs and wants, marketers have to identify ways to improve their products in order to satisfy the customers who are the king of the market. It is extremely important to take into account the way a tourist feels about the destinations they visit. Different kinds of tourists reach a particular destination with a specific objective and if the objective is not fulfilled the tourist may not like to visit the site again or recommend the site to others. Tourist perception of the site can be a key to developing that site further and can also enhance the overall planning and decision making process. Given the increasing level of competitiveness, it is essential for tourism management authorities to understand the main factors causing satisfaction/dissatisfaction for the tourist. A resume of various studies (Caprihan2001, Dixit &Sheela2001, Kandapulu 2991, Biju2002, 2003, Sinha 2007, Gowri 2009 etc) in the field of tourist satisfaction in different states of India revealed that considerably precious work has been done by

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a large number of scholars and professionals in this field. The works make fairly wide coverage of various aspects concerning the tourists satisfaction. However, much has been left out for fresh research on tourist satisfaction particularly in AGRA. This study traces the tourists perception regarding the hospitality services; and measures the gap between services expectated and services perceived by tourists visiting Agra. 2. RESEARCH METHODOLOGY AND DESIGN The research design adopted in the present study is descriptive in nature based on primary as well as secondary source of information. To investigate tourists perception and to measure the gap between expectations and perceptions regarding the various tourism products, a set of questionnaire( annexure 1 ) was administered upon randomly selected 400 tourists i.e. 200 domestic and 200 foreigners, who visited Agra from September 2007 to February 2009. To obtain tourists views on tourism products in Agra, eight dimensions of hospitality were identified with the help of some reviews and incorporated in the questionnaire. To measure the gap between expectations and perceptions regarding the services, seven dimensions related to tourism and hotel industry are identified to measure the service quality based on the SERVQUAL model as given by Parasuraman 1990.These are Reliability, responsiveness, assurance ,tangibles and empathy. The last dimension was left out while two more dimensions -the service quality and Quantitative more appropriate for the present study were undertaken. The necessary modification in this model has been made according to the requirement of the study. Five point likert scale was used to collect the tourists expectations and perceptions. The highest rank 5 indicates the highest satisfaction, while least score 1 indicates the highest dissatisfaction from the services. Respondents were advised to put a value between 1 and 5 against each statement for the expectations and perceptions. The collected data was analyzed using mean scores, on the basis of which inferences were drawn. The approach used by Scott (in: Jain and Kaur 2004) was adopted for interpreting mean score. In respect of the five point Likert scale, while a mean score in the range of 3.2 to 2.8 was considered as indicating indifference, a score above 3.2 was taken as indicating positive attitude, and a score below 2.8 as indicating negative attitude (after necessary reverse coding, if required for the given scale item). The findings of the study have been organized as follows:

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3. FINDINGS 3.1 Analysis of Tourists Perception on Hospitality Products The broad hospitality aspects included in the study were (i) transportation and travel agents, (ii) accommodation, (iii) hotels services, (iv) food and beverages, (v) emporiums, (vi) monuments, (vii) guides and (viii) safety and security, each having several sub-dimensions. The study reveals that tourists were indifferent regarding the transportation and travel agents, accommodation, food and beverages, emporiums etc., as mean scores of all these dimensions were between 3.2 2.8. It means tourist were moderately satisfied with the services of food and beverages (3.175), services of emporiums (3.152), accommodation (2.89) and Services provided by transport and travel agents (2.84). Besides these, all other dimensions were scored negatively. Table 1 Respondents Perception Regarding the Various Aspects of Hospitality Products in Agra
S.N. 1 2 3 4 5 6 7 8 DIMENSIONS Transportation and Travel Agents Accommodation Services Provided by Hotels Food and Beverages Emporiums Monuments Guides Safety and security Mean 2.841875 2.89725 2.7553 3.175 3.152 2.732083 2.735 1.775 S.D 1.275860032 1.17720796 1.24250542 1.207363235 1.194651548 1.173002345 1.113432695 0.981344706 Co. Variation 44.89501 40.63191 45.0951 38.02719 37.90138 42.93435 40.71052 55.28703

* Source: Primary Data

3.2 Measurement of Gap Between Expectations And Perceptions Regarding The Services Service quality in hospitality industry in Agra was measured by using SERVQU (Zeithaml, Parasuraman & Berry ,1990) Measurement of Service Quality has been described as follows: The study includes seven dimensions such as assurance, responsiveness, reliability, service responsibility, tangibility, service product and quantitative having 35

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statements in all as have been shown in table. Respondents were advised to put a value between 1 and 5 against each statement for the expectations and perceptions. Then the gap score is calculated and averaged. Gap scores for seven different categories is averaged to compute un-weighted average score. Putting weights against each of the seven dimensions is critical and tactful because the amount of weight represents the relative importance of the dimensions to the tourists. The respondents were asked to put relative weights against each dimension. The points against each of the dimension are totaled and averaged to normalize it. Total 100 points have been allocated among these seven dimensions. Finally, the scores have been analyzed to find out the weak areas, where more attention is required. The gap score indicates the extent of gap in service. The larger the gap score is, the more is the dissatisfaction. Overall score under each category and total can be presented in the following graph to get an overall picture. Figure 1 Gap Analysis between Expected and Perceived Services

After the adjustments with weights, the weighted gap score of quantitative holds the lowest position i.e. the highest level of customer satisfaction followed by service product (0.076714). The dimension reliability shows the highest weighted gap score (0.572253). It means the dimension reliability provide the greatest dissatisfaction to the tourists. Dimension tangibility is on the second position. The following graphs present the gap scores of the sub-dimensions underlying each broad dimension. The first dimension assurance consists of four sub-dimensions. It has been observed that dimension reinforcement of tourists confidence indicates the highest gap (2.362) followed by being served by the appropriate personnel (1.976) which is above the average gap score (1.72725). It means tourists were dissatisfied regarding this aspect. Other two dimensions indicate satisfaction levels which are more or less equal to the average gap score.

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Figure 2 Gap Analysis between Expected and Perceived Services

Second dimension i.e.Responsiveness comprise seven sub - dimensions with average gap score (1.6639286). Willingness to help tourists and advice on how to use free time indicates highest gap (2.169) followed by information on local entertainment which are above the mean gap score (1.66). Other sub dimensions were observed with gap scores more or less equal or below the average gap. Figure 3 Gap Analysis between Expected and Perceived Services

Third dimension reliability also consists of seven sub-dimensions with average gap score 1.9732857. No sudden increase in tour cost had the highest gap score (3.428) followed by meeting the tour schedule (2.368). It means regarding these two

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services, the gap was high between the services expected and perceived. Doing thing right at first time occupies the third highest gap score 2.047. Other four dimensions reveal the below average gap score, it means the higher level of satisfaction. Figure 4 Gap Analysis between Expected and Perceived Services

Fourth dimension Service responsibility includes three sub-dimensions with average gap score 1.369333. Understanding of specific needs indicates the lower level of satisfaction with highest gap score 2.204. Other dimensions reveal the gap score which is below the average. It means the higher level of satisfaction was perceived by the tourists. Fifth dimension tangibility consists of six sub-dimensions with average gap score 1.6556667. High quality meals and physical security reveal the low level of satisfaction with gap score 2.142 and 2.86 respectively. The highest satisfaction was perceived tidiness of tourand hotel escorts.

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Figure 5 Gap Analysis between Expected and Perceived Services

Sixth dimension service product comprises three sub-dimensions with average gap score of 1.037333; out of which easy location of and contact with tour and hotel escorts reveals highest gap score (1.926). Second highest gap score was found on easy contract on arrival at airport (0.792). It indicates the average level of satisfaction. The least gap score is appeared regarding the services delivered on time (0.394). Figure 6 Gap Analysis between Expected and Perceived Services

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Figure 7 Gap Analysis between Expected and Perceived Services

The seventh dimension quantitative also comprises five dimensions with total gap score of 3.487. Out of which, waiting time and accuracy of service obtained highest gap score i.e. 1.371 and 1.066 respectively. The other services indicate the low level of satisfaction. These are accuracy of billing (1.051), and delivery time (0.7495). Other service on which the respondents expressed their highest satisfaction was completeness of service (-0.7505) and it is higher than the expectations of tourists. Figure 8 Gap Analysis between Expected and Perceived Services

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4. CONCLUSION On the basis of the study conducted to measure the service quality in Agra tourism and hospitality industry, the following dimensions which reveal the low level of tourists satisfaction are: experienced and competent tour and hotel escorts, fluent and understandable communication with tourists, provision of adequate information about the service delivered, prompt response to tourists requests, personalization of services, keeping promises, insisting on error-free service, consistency in Staff Performance, caring Attitude of the Staff, pleasant, friendly personnel, cultivation of friendly relationship, appealing accommodation facilities, availability of information documents and notes, physical appearance of tour and hotel escorts (tidiness etc.), easy contract on arrival at airport, services delivered on time. The above dimensions require more attention to improve the service quality. The measures for improvement have been described as follows: 5. POLICY IMPLICATIONS There are few suggestions extended by the tourists as well as service providers during the survey and also through informal discussions with academicians and stakeholders for increasing the satisfaction of foreign as well as domestic tourists specifically visiting Agra. 1. Efforts are needed to weave an Agra Saga which ties all the tourist destinations of the city together. A strategy can be evolved to make the visit to the historical city a memorable one. Since all the foreign tourists visit the city during winters, there is no event organizing for the tourists during the off season. This can be done with few events which can make the stay of the tourists more enjoyable and memorable. Specific recommendations in this regard are: Creation of small shopping cum cultural fests in April-May. Small cultural events in April-June. Special light and sound shows during that period on specific days across the monuments (once a week) Small exhibitions at the monuments itself to showcase the past of the city with interesting anecdotes. 2. It has been found that souvenir shopping has a strong symbolic value for the tourists. The government has to take major policy steps to promote the marble, leather and various edible items; the industry has to offer to the tourists to take home. Taj Mahotsav, the only handicrafts fair held at Agra has to be planned strategically with proper logistics support and advance planning which is presently completely missing. 3. The dissatisfaction of backpackers with the transport available in Agra and back is a matter of grave importance. To eliminate this dissatisfaction, it is recommended that provision of comfortable three-wheeler, shared taxies may be done to transport tourists directly from the railway station to Agra

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4.

5.

6.

7.

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and back. In order to distinguish these taxies from the ordinary taxies, they may be painted in some different colours. The number of passengers in these taxies may be strictly restricted to six and the budget hoteliers of Agra are motivated to operate these taxies on a cooperative basis. There is a need to develop suitable infrastructure in terms of transport and accommodation in order to improve accessibility and feasibility requirements of all categories of domestic and foreign tourists. Popular cultural products in transportation like, Palace on Wheels, Royal Orient Express etc. which mainly cater to affluent foreign and domestic tourists should be replicated with similar products with cheaper fares for domestic tourists to link various cultural destinations of a region. Provision for decent quality accommodation at reasonable prices should be made for domestic as well as foreign tourists of all segments. The traditional concept of associating hotels with foreigners only has to be reviewed. Finally, every hotel with TVs in their guest rooms should dedicate an inhouse programme, for fifteen minutes a day in prime time, on what a visitor can see, buy, eat and do in their town and within a day-trip away. These should be change frequently to include festivals and special events and exclude by law, any overt political biases. Such programmes must be made a mandatory part of the basic facilities to be provided by all starred hotels. Food, too, is a very personal encounter with our many cultures. Every hotel must list two local dishes in its general menu, our catering institutes should adapt local food to general tastes and pass these recipes on to hotels and restaurants. Indian cuisine is more than Butter Chicken, Biryani, Tandoori, Idli Dosa Mo-mos. Indian fast foods are quite unbeatable. Our hotels should have open kitchens producing sizzling pakoras, pao-bhasi, jalebis, gulab jamuns and the other traditional snacks. The first and foremost point in Indian tourism is the timing. Although the peak season for tourism in Agra is from October to March, there is a deep fall during April to September. However from the Indian tourist perspective this time is opportune especially the summer months of April to June due to summer vacations in schools. However this is also the time when the weather is most hostile in the region with mercury touching 45 to 49 degree celsius. Specific recommendations in this regard can be: Providing free drinking water along with tickets Arrangement of umbrellas on a returnable basis Putting matting on the main monument floors to save the feet of tourists from scalding. First aid arrangement for heat stroke Arrangement of appropriate shade to minimise direct exposure to sun as far as possible. Special solar buses to help tourist walk for minimum distance in the hot weather. All these facilities should be available in all the monuments.

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Kulshrestha et al. Green cover in the city should be expanded with special emphasis on areas with two kilometer radius of the monument so that it can help in controlling the temperature naturally. For this special tree plantation campaigns should be launched and private participation encouraged.

9.

Guides are the people from whom our tourists pick up most of their local information. In our experience, this information is often wrong, politically biased and apologetically slanted towards what the guides believe the tourists want to hear. The quality of guides can be enormously improved by the coordinated efforts of the industry and the political will of the government.

To conclude that for the best indicators of service quality in the tourism and hospitality sector, the tourists experience might be the key indicator for evaluating tourism and hospitality quality, because the tourism and hospitality industry is essentially people serving people. Therefore service quality will be one of the crucial issues in the tourism and hospitality field in the future. Quality is the best assurance of customer allegiance, strongest defense against global competition and a way to increase sales and earnings. Indian tourism marketers should follow the philosophy of quality first and profits thereafter. Qualitative improvement in goods, services, accessibility and infrastructure development in all the aspects of tourism with better management practices and linkages of culture with tourism should be made. This will help in passing on economic returns uniformly to all sections of society involved in tourism and culture. REFERENCES
Andrews (2007): Introduction to Tourism and Hospitality Industry, Tata McGraw Hill, New York, USA. Batra G. S (1998): Tourism Promotion in India: Strategic Issues, Tourism Towards 21st Century, Deep and Deep Publication, New Delhi, India Caprihan Vijai (2001): Changing Consumer Expectations Organisational Changes Insight and Solutions, Excel Books, New Delhi, India. Dixit, M and C. Sheela (2001): Tourism Products, New Royal Book Company, Lucknow, India. Gowri Shankar K (2009): Indian Hospitality Industry: Emerging Issues, Opportunities and Challenges, ICFAI Publishers, Hyderabad, India. Gupta I.C. and Kasbekar Sushma (1995): Tourism Products of India, Indore Publication House, Indore, India. Keka Lahiri (2005): Tourism and Hospitality Services- An Introduction, ICFAI Publication, Hyderabad, India. Kandampully Jay (2001): Service Quality Management in Hospitality, Tourism and Leisure, Routledge Publication, London. Mukherjee Ishita (2008): HR Issues in Hospitality Industry, ICFAI Publishers, Hyderabad, India. Sharma Sunil (2005): Hospitality and Tourism Management Strategies, Akansha Publishers, Nagpur, India.

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Sinha Sonali (2007): Cutting Edge Research in Tourism Emerging Issues and Challenges, Abhishek Publication, Chandigarh, India, Zeithaml, Parasuraman & Berry,(1990) "Delivering Quality Service; Balancing Customer Perceptions and Expectations," Free Press, JOURNALS Agra calling Destination Agra Redefined, A Tourism Guild of Agra Presentation (2006): Vol 1, September Anand Himmat (2004): The Changing Face of Brand India, Express Travel and Tourism, March. Biju M. R. (2002): Hospitality Industry in Kerala: Performances and Promises, South Asian Journal of Socio-Political Studies, Vol. No. 2, Jan-June Biju M. R. (2003): Management of Hospitality Industry: The Indian Perspective, South Asian Journal of Socio-Political Studies, Vol.3 No. 2, Jan-June Chopra P. N. Dewan, The Indian Tourism and Hospitality Industry: An Overview, http://www.dpncindia.com/news/Hospitality%20Industry.pdf. Khan Saman (2009): Market Potential of Tourism Services in India, South Asian Journal of Socio-Political Studies, Vol.9 No.2, Jan-June. Kullajit Leichombam (2007): Indian Hospitality Industry, FHRAI Magazine, Realty Check, JanFeb. Rajaram S (2008): Measurement on Service Quality Dimensions (SDQ) of Hotels in Madurai City An Empirical Research, Management Global Review, Online Journal of Department of Management Studies, Vol.1 Issue 2, Apl-Jun, India Sankaran A. (2009): A Study on customer Perception on Tourist Point in Southern Most Corner of India, South Asian Journal of Socio-Political Studies, Vol.9 No. 2, Jan-June Shil Chandra Nikhil and Das Bhagaban (2009): Analysis of Gap in Service Quality through SERVQUAL: A Case of Deposit Service Provided By a Bank in Bangladesh, Indian Journal of Marketing, June. Jain Sanjay K. & Kaur Gurmeet (2004): Green Marketing: An Attitudinal and Behavioral Analysis of Indian Consumers Global Business Review, Sage Publication. Vanniarajan T. (2006): Service Quality in Hotel Industry with special Reference to Madurai, South Asian Journal of Socio-Political Studies, Vol.6 No. 2, Jan-June.

www.sme.in/Hospitality_Industry.htm www.hostsindia.in www.scribd.com/doc/15966099/Hospitality-Industry-India www.indiahospitalitynews.com www.hospitality-recruiters.highpointdesigns.com

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ANNEXURE1 QUESTIONNAIRE FOR TOURISTS Name_______________________________ (Please tick the appropriate option) 1. Nationality 2. Gender Male Female Indian Forign

3. Age 15-25 26-35 36-45 46-55 56 and above

4. Monthly Income Below Rs. 5,000 (Below $ 500) Rs. 5,000- 10,000 ($ 5000-1500) Rs. 10,000- 20,000 ($ 1,500-3000) Above Rs. 20,000 (Above $ 3,000) 5. Educational Qualification Below Graduate Graduate Post Graduate Professional qualification 6. Occupational Status Service

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Business Self employed Unemployed

7. Purpose of Trip Business Leisure/recreation Sightseeing Health Tourism Climate Change 8. Type of Accommodation Budget Hotel Star Hotel Guest House Resorts Indian Home Stay Please express your opinion on the following statements regarding the hospitality in Agra by circling an appropriate number. Transportation and Travel Agents: There will be accessibility of good roads in the city. The driver and staff will be reliable and responsible. Transport facility will be available on reasonable charges. The driver will have the map, emergency contact no. and other important information about Agra. Accommodation The location of hotels will be easier to reach. Rooms will be available on fair prices. The staff of hotel (Reception, waiters, room servants etc.) will be welcoming prompt to solve the problems. There will be good facility of food, information, phone and internet etc. 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

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Food and Beverages The prices of food will be reasonable. The behaviour of staff and waiters will be very friendly and courteous. The quality of food will be good and hygienic. There will be a lot of varieties of food.

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Emporiums There will be a lot of variety of products. Products will be available on reasonable prices. The sales persons will be very polite and supportive.

Monuments The locality of monument will be good. The appearance of monument will be excellent. The maintenance of monument will be proper. Hawkers will be very courteous and friendly. The facility of drinking water, clock room etc. will be available. Tourist-police will show a sincere interest in solving problems. Guides The guides will be very courteous and polite. The communication skill of guides will be good. The services provided by guides will be satisfactory. The charges of guides will be affordable and reasonable. Safety and Security It will be safe to visit in Agra. There will be satisfactory arrangements for safety and security. There will be reliable police.

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Based on your experiences as a tourist in Agra, please consider the following set of statements relate to your satisfaction of the hospitality in Agra. Read the following statements and tell how much you are satisfied with each statement in Hospitality provided in Agra. Transportation and Travel Agents: There is accessibility of good in the city. The driver and staff is reliable and responsible. Transport facility is available on reasonable charges. The driver has the map, emergency contact no. and other important information about Agra. Accommodation The location of hotels is easier to reach. Rooms are available on fair prices. The staff of hotel (Reception, waiters, room servants etc.) is welcoming prompt to solve the problems. There is good facility of food, information, phone and internet etc. Food and Beverages The price of food is reasonable. The behaviour of staff and waiters is very friendly and courteous. The quality of food is good and hygienic. There is a lot of varieties of food. 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

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Emporiums There is a lot of variety of products. Products are available on reasonable prices. The sales persons are very polite and supportive. Monuments The locality of monument is good. The appearance of monument is excellent.

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Kulshrestha et al. The maintenance of monument is proper. Hawkers are very courteous and friendly. The facility of drinking water, cloak room etc. is available. Tourist-police shows a sincere interest in solving problems. 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

Guides The guides are very courteous and polite. The communication skill of guides is good. The services provided by guides are satisfactory. The charges of guides are affordable and reasonable. 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

Safety and Security It is safe to visit in Agra. There are satisfactory arrangements for safety and security. Police is reliable.

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Kindly put relative weight against each dimension according to how much you are satisfied with each dimension of Hospitality provided in Agra. 1. Transportation and travel agents 2. 3. 4. 5. 6. 7. Accommodation and services of hotels Food and beverages Emporiums Monuments Guides Safety and security 1 1 1 1 1 1 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5

Your suggestions for improvement:1. 2. 3. 4. 5. _________________________________________________ _________________________________________________ __________________________________________________ __________________________________________________ __________________________________________________