A multi-criteria assessment of tourist farm service quality

Abstract

Farm tourism is a significant means of supplementing farmers' incomes. This paper presents a methodology for ranking tourist farms by using a multi-criteria model based on the qualitative multi-criteria modeling methodology, DEX, to assess service quality. The software tool DEXi was used to achieve this end. The model was then applied to seven tourist farms with data derived from questionnaires completed by tourist farm operators and guests. The results are shown as service quality assessments for individual farms. The potential of the model for assessing the farms is demonstrated with the aim of providing a comprehensive explanation and justification of the assessment technique. It also indicates potential improvements that farms can make through “what-if” analysis and visualization. Despite limitations, such as use of qualitative data only, the approach is proposed as being both appropriate and advantageous when compared with other means of ranking enterprises.