Explicating Omnichannel Service Quality Dynamics for Sustainable Tourism

This paper explores the dimensions of omnichannel tourism service quality (OTSQ) within sustainable tourism through a systematic literature review and qualitative interviews. This research also maps dimensions of OTSQ on customer journey stages. The findings from the thematic analysis of literature and qualitative data analysis identified four major dimensions (i.e., tourism channel-service configuration, tourism channel content consistency, tourism channel process consistency, and tourism channel assurance) and eight corresponding sub-dimensions of OTSQ. This study contributes to the existing and emerging omnichannel research by conceptualizing new dimensions and sub-dimensions in the context of sustainable tourism. Integrating these insights within their businesses and channel design strategies, tourism service providers will be able to educate, engage, encourage, and promote sustainable tourism services to tourists at different customer journey stages.