Ways to improve the quality of service through the development of human resource potential in the tourism sector

Abstract

This article explores the improvement of service quality in the tourism sector through the enhancement
of human resource potential. The relevance of the research is based on the fact that the quality of tourism services
directly depends on employees’ qualifications, motivation, and service culture. The SERVQUAL model was used to
analyze service quality. The research results indicate that the level of staff qualification and motivation significantly
affects service quality indicators. Developing service culture, introducing regular training, establishing fair evaluation
and motivation systems are identified as key directions for improving the quality of tourism services.