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Previous literature in Western context suggested formalization of a service company has a strong tie with its service quality; however, how cultural factors affect the mechanism remains unclear. The current research is aimed to investigate how formalization and religious belief affect the service quality of tourism practitioners. A total of 252 valid responses were collected from a survey distributed to tourism practitioners in Laos. The results revealed, formalization was positively related to service quality via work engagement, while lowering the level of religious belief would enhance the relationship between formalization and work engagement. These findings shed light on how Buddhist countries improve the quality of tourism.

In Buddha, we serve better? The effect of formalization and religious belief on the service quality of tourism practitioners in Laos