Enhancing Service Quality through Employee Knowledge in the Tourism Industry

The tourism industry plays a crucial role in Malaysia's economy, driving long-term growth and development. To deliver high-quality customer experiences, the industry must consider numerous factors, including the level of knowledge of its employees. This study explores the relationship between knowledge and service quality in the context of tourist guides working in the Southwest Sarawak (Kuching), Central Sarawak (Sibu) and Northeast Sarawak (Miri) regions. The study was conducted using a stratified random sampling method, and data was collected through a survey questionnaire. The data was analysed using Structural Equation Modeling techniques, and the findings indicated a significant relationship between knowledge and various service quality dimensions, including reliability, assurance, tangibles, empathy, and responsiveness. The study aims to inform the development of effective policies and programmes by the Ministry of Tourism and its agencies and to provide a foundation for future research on the Malaysian tourism industry.