The Role of Educational and Training Strategies in Improving Service Quality in Tourism Businesses

Vollständiger Abstract

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This study aims to examine the role of educational strategies in improving service quality and their indirect impact on the demand for tourism business services in Kosovo. In this study, a quantitative research approach was used, and linear regression analysis was performed to assess the relationship between professional education and service quality. Therefore, in the first research model, service quality is treated as a dependent variable, while staff training and qualification, service standards, and customer feedback are considered mechanisms based on professional development and organizational learning. The findings show that staff training and qualification, and service standards positively and statistically significantly improve service quality, whereas customer feedback does not. In the second model, service demand was examined as an indirect result of education-driven quality improvement, with service promotion, advanced technology, modern infrastructure, and customer feedback included as independent variables. The results show that service promotion is a significant predictor of tourism demand. This study highlights the importance of continuing education, professional capacity building, and learning as key strategies for improving tourism service quality. Such findings contribute to the perspective related to improving the quality of human services and underline the importance of education and training strategies in the context of workforce professional development.