This paper explains about the Gap 4 of the Integrated Gaps Model of service quality by Zeithmal and Bitner, the mismatch between how the customers perceive service quality and how the service provider interprets customer expectations of service quality and the external communication issues for Tourism Service Providers. The key reasons for Gap Model are the lack of integrated services marketing communications, ineffective management of customer expectations and different levels of information, etc. Four cases on Shimla, Taj Mahal, Orchha, and Kaudiyala Rafters Camp, which are tourist destinations, are discussed.

Important drives are studied for a tourist who has visited or plans to visit the location, and these have been found to be unique for different customers visiting different locations. Further, Tourism Service Communication Content and Corrective Directions are also suggested.

paper explains,Gap 4 of the Integrated Gaps Model, service quality, Zeithmal and Bitner, mismatch between how the customers, perceive service quality , service provider interprets, customer expectations, service quality, and the external communication, issues for Tourism Service Providers, key reasons.