1. DOC. DR. Ismet ESENYEL ASSOCIATE PROFESSOR
‘NC Destinations Marketing Management Approach through Remodeling SERVQUAL Analysis

2. THE MAIN PURPOSE
The main purpose of this research is to present theoretical background of service quality and application of SERVQUAL model for assessing the level of satisfaction of guests seeking hospitality services in North Cyprus hotels. Additionally, to test the effect of destination brand quality’s dimensions, it includes political, economic uncertainty and terrorist activities on guests’ satisfaction.

3. INTRO
Kaiser-Meyer-Olkinve Barlet Sphericity tests are applied in order to test the congruity of making factor analysis of the sample number for the aim of application of factor analysis method. A 5-point Likert-type was applied to test the destination brand quality, SERVQUAL dimensions and the overall satisfaction of the participants. Statistical Package for the Social Sciences (SPSS) 20.0 version is used for the statistical analysis of data. Kolmogrov-Smirnov (K-S) test as one of the normality tests were applied in order to see if the data set shows the normal distribution for the aim of the determination of the hypothesis tests using in the statistical analysis.

4. INTRO 2
Data was gathered at North Cyprus specifically at the city of Girne ( Kyrenia) using a sample of 400 guests. The analysis of data was done using ANOVA, t-Test and Pearson correlation. To test Statistical Significance P equals .05 was used as a cut off level to either accept or reject null hypotheses.

5. ABSTRACT
Results of the data analysis indicates a significant positive Pearson correlation between the subsatisfaction, there is a direct positive, moderate correlation for the sub-dimension’s Tangibility, Responsiveness, Assurance, Empathy, and Reliability, which concludes that the sub-dimensions of Service quality are valid and important in assessing guests’ satisfaction-dimension’s Terrorism, Economic, and Politic and guests’. Overall guests’ level of satisfaction for the visits of Turkish Republic of North Cyprus and its hotels reflects that the guests were satisfied, regardless of Guests’ Gender, Age, level of income or hotel’s star accommodated. Recommendations for future research and managerial implication were provided.
Keywords: SERVQUAL, SERVPERF, Service Quality, Destination brand quality, guests’ satisfaction, North Cyprus

6. AIMS AND OBJECTIVES
To evaluate the importance of service quality for hotels in North Cyprus.
To evaluate the service quality for hotels in North Cyprus with respect to guests.
To evaluate the effect of destination brand quality in terms of guests’ satisfaction.
To offer recommendations based on the findings from the above three points.

7. RESEARCH QUESTIONS AND HYPOTHESIS
Q1: Does brand quality affect guests’ satisfaction in North Cyprus?
Q2: Does quality of service delivery in the hotel industry affect guests’ satisfaction in North Cyprus?

8. RESEARCH HYPOTHESIS Hypothesis for Destination Brand Quality;
H01: Political factors do not affect guests ‘satisfaction in North Cyprus.
H11: Political factors affect guests’ satisfaction in North Cyprus.
H02: Economic factors do not affect guests’ satisfaction in North Cyprus.
H12: Economic factors affect guests’ satisfaction in North Cyprus.
H03: Terrorism activities do not affect guests’ satisfaction in North Cyprus.
H13: Terrorists activities affect guests’ satisfaction in North Cyprus.

9. HYPOTHESIS FOR SERVQUAL
H04: Tangibility does not affect hotel guests’ satisfaction in North Cyprus.
H14: Tangibility affects hotel guests’ satisfaction in North Cyprus.
H05: Reliability concerns do not affect the hotel guests’ satisfaction in North Cyprus.
H15: Reliability concerns affect hotel guests’ satisfaction in North Cyprus.
H06: Responsiveness does not affect hotel guests’ satisfaction in North Cyprus.
H16: Responsiveness affects hotel guests’ satisfaction in North Cyprus.
H07: Assurance issues do not affect hotel guests’ satisfaction in North Cyprus.
H17: Assurance issues affect hotel guests’ satisfaction in North Cyprus.
H08: Empathy has no effect on hotel guests’ satisfaction in North Cyprus.
H18: Empathy affects hotel guests’ satisfaction in North Cyprus.

10. RESEARCH GAP Research Gap;
(North Cyprus); notably, the region faces many political and economic issues. In this study, the researcher integrates previous studies and utilizes SERVQUAL model for hotels in Northern Cyprus. In addition, the researcher will add different variables from destination brand quality. There is a research gap in the combination of variables of two models, namely the destination brand quality and SERVQUAL to create a new model and different meanings for SERVQUAL analysis; accordingly, this research will offer up-to-date insight on expectations and perceptions of hotel guests in North Cyprus.

11. LITERATURE REVIEW LITERATURE REVIEW;
Analyzing of Northern Cyprus tourism product:
One of the main objectives of given research work is discussion of NC environment compared with Southern side.
However, main priority is given to analyze NC tourism market potential. Nevertheless, Turkish Cypriots were managed to organize incomplete, but sustainable tourism service. The tourism products are divisible into: special interest tourism, health tourism, yacht tourism, eco-agro tourism and conference tourism.

12. RESEARCH HYPOTHESIS Research Hypothesis;
Hypothesis for Destination Brand Quality;
H01: Political Outsources don’t have any effects on hotel guests’ satisfaction in north Cyprus.
H11: Political Outsources have an effects on hotel guests’ satisfaction in north Cyprus.
H02: Economic Outsources don’t have any effects on hotel guests’ satisfaction in north Cyprus.
H12: Economic Outsources have an effects on hotel guests’ satisfaction in north Cyprus.
H03: Terrorists Outsources don’t have any effects on hotel guests’ satisfaction in north Cyprus.
H13: Terrorists Outsources have an effects on hotel guests’ satisfaction in north Cyprus.

13. HYPOTHESIS FOR SERVQUAL
H04: Tangibility don’t have any effects on hotel guests’ satisfaction in north Cyprus.
H14: Tangibility have an effects on hotel guests’ satisfaction in north Cyprus.
H05: Reliability Outsources don’t have any effects on hotel guests’ satisfaction in north Cyprus.
H15: Reliability Outsources have an effects on hotel guests’ satisfaction in north Cyprus.
H06: Responsiveness: don’t have any effects on hotel guests’ satisfaction in north Cyprus.
H16: Responsiveness Outsources have effects on hotel guests’ satisfaction in north Cyprus.
H07: Assurance Outsources don’t have any effects on hotel guests’ satisfaction in north Cyprus.
H17: Assurance Outsources have effects on hotel guests’ satisfaction in north Cyprus.
H08: Empathy: don’t have any effects on hotel guests’ satisfaction in north Cyprus.
H18: Empathy: have effects on hotel guests’ satisfaction in north Cyprus.

14. RESULTS
The results of this study are to investigate the impact of service quality and destination brand quality over guest’s satisfaction in the hotel industry in North Cyprus.
The descriptive characteristics of the sampled hotel’s guests, analysis of the research questions and test of the hypothesis, and other findings from this study were designated.
Methods of data analysis had been used in analyzing socio-demographic characteristics, the measurement of service quality, the measurement of destination brand quality and customer satisfaction in order to answer research questions and test hypothesis.

15. RESULTS CONTINUED
In Table 4.1., the distribution of the descriptive characteristics of the tourists in the study is given, basically in this table it describes the background of the respondents with regards to their gender, age, nationality, and annual income.
When Table 4.1is investigated, it is seen that 45% of the participated tourists were male and 55% of them were female. 5.75% of the participants are 18years old or below; 23.75% of them were between the age of 18-25; 21.25% of them were between the age of 26-40; and 49.25% of them were 40 and above years old. 53.5% of the participants were from England, 15.5% of them were from Germany/ France/ Italy/ Holland/ Denmark, and 11.25% of them were from Czech Republic/ Poland/ Croatia/ Hungary/ Bulgaria/ Slovakia, etc.

16. RESULTS CONTINUED
Also from the table it observed that 29.75% have an annual income below 20,000$, 28.25% of the respondents their income in between $, 18.00% between $, 14.00% between $ and only 10.00% their income above 75,000$

17. RESULTS CONTINUED
In figure 4.1 and figure 4.2 is a continues descriptive of the respondents characteristics with regards to its reasons for staying in north Cyprus and their hotel‘s rate, after the analysis it’s found that 79.75% of the respondents where in north Cyprus for the reason of having rest and relaxation while 3.5% were in the country to visit their relatives and friends, 2.25% were for a business reasons, 0.75% were to attend conferences and seminars, 3.5% were to observe the culture, 9% were to have fun and 1.25% were in north Cyprus for sports. It found that 55% of the respondents were staying at five stars hotels while 27% stayed in four stars hotels and 18% used three stars hotels or lower.

18. DISCUSSION, CONCLUSION, AND RECOMMENDATION
Introduction;
The most important goal of hospitality Management is to achieve the guests’ satisfaction through different dimensions, in this study multiple of dimensions had been used with sub-dimensions to each, the study followed one of the most famous dimension in evaluating guests’ satisfaction through Service Quality (SERVQUAL) analysis and another dimension which is the destination brand quality, This study is a proven method that the hotel’s guests’ satisfaction were dependent on internal variables of SERVQUAL and external variables that related to Destination brand quality such as (Political, Economic, Terrorism), this study proves that both Dimensions Internal (Service Quality) and external (Destination Brand Quality) have an effect on the Guests’ Satisfaction.

19. DISCUSSION, CONCLUSION, AND RECOMMENDATION
Previous studies have shown that there is a direct relationship between Service Quality and Guests’ satisfaction. The main dimensions of Service Quality construct in the service factors were found to results that the direct effect of Service Quality on guests’ satisfaction is significant (Festus Olorunniwo, Maxwell K. Hsu, Godwin J. Udo,, 2006)
However, there was no previous studies to link the destination Brand Quality with the guests’ satisfaction but, some studies where made to link every dimension aside; (Reynolds, Erick, James, 2005)There is a positive relationship between Economic Impact and customer satisfaction.

20. DISCUSSION, CONCLUSION, AND RECOMMENDATION
(Nyberg, 2006) Resort morphology goes through a predictable sequence of stages: from pre-tourism low through high-density development to an urbanized state. Three elements are considered essential in such coastal resorts change: hosts, guests, and politics leading to direct relationship between political dimensions and guests satisfaction
(Cathy A. Enz, Ph.D., Renáta Kosová, Ph.D., and Mark Lomanno, 2011)There was an external shock from the terrorist attacks on September 11, 2001, plus the financial crisis that happened in 2008, both conclude to a negative impact on the hotels’ performance at the United States that lead to low level of satisfaction of the guests.

21. DISCUSSION, CONCLUSION, AND RECOMMENDATION
In this research, Destination brand Quality was measured by perception of hotels’ guests toward the three dimensions of destination brand quality (Political, economic, terrorism), in addition the Service quality was measured by perception of hotels’ guests toward the SERVQUAL five dimensions (tangibility, reliability, empathy, responsiveness and assurance). Guest satisfaction were measured through eight elements distributed into two parts; part one includes four questions that tests the guests’ level of satisfaction towards the hotels’ service quality and the other part includes four questions that tests the guests’ level of satisfaction toward the Country, i.e. the destination brand Quality dimension.

22. DISCUSSION, CONCLUSION, AND RECOMMENDATION
The sample of 400 respondents was taken, all of the respondents were Guests at North Cyprus hotels that rates from 1 star hotels up to 5 star hotels, and they were staying at least one night or above in those hotels. Results determine that Destination Brand Quality and Service Quality were significant variables of guests’ satisfaction.
Chapter Five will present a discussion about the Interpretation, Limitation, implication, recommendation and conclusion in this study about (Remodeling SERVQUAL analysis through assessing guests’ satisfaction) The research questions addressed in this study includes the following
Q1: Is Destination Brand Quality affect guests’ satisfaction in North Cyprus?
Q2: Does Quality in Services Delivery in the hotel industry among hotels affect guests’ Satisfaction in North Cyprus?

23. THANK YOU..