In today’s turbulent and severely competitive business world, service quality is the backbone of tourism business. Quality is widely acknowledged to be a critical factor and it is an important cause and ultimately dictates the success of tourism business. Therefore, an ongoing systematic measurement of service quality and customer satisfaction is a valuable exercise that offers tangible benefits for the destination. This book, therefore, provides scientific service quality and customer satisfaction assessment using SERVQUAL model, the five quality dimensions, tangibility, reliability, responsiveness, assurance and empathy with little modification in each dimension of the original SERVQUAL model. This book is especially useful to undergraduate and graduate level university students, professionals in Marketing and Tourism fields.