Rural tourism and service quality of Icelandic retailers is of focal attention in this research. The catapulting rise of the Icelandic tourism industry, is forcing rural retailers to rapidly adapt new managerial strategies. A better understanding of perceived service quality is required, and especially the differences of the two target markets, local and tourist customer. Plus, whether there is a relationship between perceived service quality, and purchase intentions, loyalty and word-of-mouth communication. Managerial implications will be explored and recommendations offered.

Master's thesis in International Hospitality Management