This thesis is discussing and analysing expectations and perceptions about service quality in Destination Gotland. The aim is to analyze and research about the role of service quality for creating customer satisfaction and we want to find out the gap between expectations and perceptions through the customers point of view. The difference between expectations and perceptions can be described as satisfaction or lack of satisfaction. The specific questions that are researched in this thesis are:

1. What expectations does customer have on Destination Gotland’s service quality to become satisfied?
2. What perceptions does customer have about the service quality at Destination Gotland?
3. What are the differences between expectations and perceptions (gap 5 in the SERVQUAL-model)?

The survey is constructed as a case-study and is based on the quantitative method. The results from the different dimensions show that there is a gap between expectations and perceptions which means that the customers are not fully satisfied about the service quality at Destination Gotland. On the other hand, the main respondents said yes on the question if they think the service meet their expectations. From the overall result in the statements we can see that there are several gaps between expectations and perceptions which means that the service quality do not fully meet the expectations. The result shows a total gap at -0,39.