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PurposeThe purpose of this paper is three‐fold: first, to propose a model for measuring service quality in a skiing resort; second, to investigate the contribution of place attachment on the prediction of customers' loyalty, and third, to examine the influence of service quality on the development of place attachment.Design/methodology/approachA total of 264 (n=264) recreational skiers participated in the study, and filled the two‐dimensional place attachment questionnaire and a service quality questionnaire, which was based on Brady and Cronin's three‐dimensional service quality model (physical environment quality, interaction quality, outcome quality).FindingsThe results of the study indicate that skiers' loyalty was significantly predicted by both the place attachment dimensions (place identity and place dependence). Furthermore, place attachment was significantly predicted by the interaction and physical environment service quality dimensions.Research limitations/implicationsThe research was limited because it was based on one skiing resort. Testing it on many would give a more accurate result. Expansion of the theoretical model in other tourist destinations would also provide a more accurate result.Practical implicationsStrategies to develop customer loyalty and for the development of place attachment are discussed. A model of measuring service quality in skiing resorts is presented.Originality/valueThe paper proposes a model for measuring service quality in skiing resorts. It also introduces the construct of place attachment and its value for predicting customer loyalty.

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This study examined motivation, involvement, and loyalty among recreational skiers to develop a typology of user segments. Recreational skiers (N = 268) from a major ski resort in north Greece participated in the study. Motivation was measured with an adjusted version of the Recreational Experience Preference (REP) scale (Manfredo, Driver, & Tarrant, 1996), involvement was measured with the three dimensional model (attraction, centrality, and self-expression, Kyle et al., 2004), and loyalty was measured with an intention scale. A principal component analysis of the motivation scale revealed seven dimensions: escape, social recognition, enjoying nature, excitement/risk, socialization, skill development and achievement. A cluster analysis was used to categorize these dimensions into four segments labelled: Novice, Multiple-interest, Naturalist, and Enthusiast. Analysis of variance revealed differences among the four groups in both the loyalty and the three involvement sub-scales. As a general trend the fourth segment (enthusiast) had statistically higher scores than all other groups. The marketing implications of the results are discussed.