Thorhallur Gudlaugsson

1. Introduction Hospitality, similar to other service industries, revolves around service and service quality to surpass competition in a fiercely competitive industry. Service quality is commonly defined as the difference between customer expectations and the perceived performance of a service instance [1]. Measuring service quality entails receiving feedback from customers through various instruments, such as questionnaires and online platforms [2,3].

4. Results To answer the first research question (“Which trends, categorizations, and methodologies are dominant in the discussion on SO in hospitality and tourism research?”), we performed a content analysis of the 50 selected articles. As expected, the categorization of the articles exceeds the number of articles as some addressed or attempted to intertwine more than one type of content. Table 1 offers an overview of the analysis, identifying trends and methodologies.