Factors Affecting Customer Perceptions of Service Quality in Rural Tourism of Bangladesh

Purpose: This paper aims to investigate the perception of rural tourists regarding present service attributes Bangladeshi villages. Design/Methodology/Approach: research involved a preliminary data collection 532 respondents who visited different touristic spots Bangladesh situated in areas. The collected further processed through factor analysis and five factors have been identified. Findings: reveals that are mostly neutral about Cleanliness Hygiene; Quality Service support from local community. On other hand they positively reacted calm pleasant environmental condition but dissatisfied recreational activities arranged for tourists. Practical Implications: will guide managerial areas tourism development perspective Bangladesh. Originality/Value: this is first ever article focusing overall quality context developing county