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Service quality plays an important role in improving competitiveness across tourism sectors. In this context, there is a need to gain a better understanding of service quality in the growing segment of ecotourism. This study aims to measure service quality perceptions of visitors of Croatian national parks and identify its key dimensions by using a modified ECOSERV model. Data were collected using a self-administered questionnaire. Descriptive statistics and exploratory factor analysis were used to analyse the data. Six dimensions that seem to best explain perceived service quality in national parks were identified. The results of the study could be relevant for both academics and management active in the area of ecotourism and national parks.

APPLICATION OF ECOSERV MODEL IN SERVICE QUALITY MEASUREMENT: CASE STUDY OF NATIONAL PARKS IN CROATIA