Applying the Quality Function Deployment Method to Tourism’s Industry Analysis

Abstract

Tourism has become a leading modern service industry. Unfortunately, there are few studies focusing on consumers' perception and acceptance as well as the impact of service quality on tourism consulting. Besides, there has been no investigation of this industry service using two-dimensional gaps, along with importance and performance analysis along with quality function. This study applied the PZB service quality gap model to extend SERVQUAL to design a questionnaire. Through service quality gap analysis and IPA model presentation, it was found there are five projects in the fourth aspect, and priority should be given to the improving "travel planning", "agent's responsibility", "agent's executive ability", "unique style" and "professional travel host". In the hierarchical analysis, the weights of "agent's responsibility" and "unique style" were 0.34 and 0.3, respectively. In the quality house section, interviewers explored the correlation between quality technology execution projects and customers' needs, and obtained absolute weights. They found that "skill knowledge" and "creative idea" were above 4.0, while the "original knowledge" had the lowest absolute weight. Finally, this study provides implementation methods for assessing resource utilization and improving service quality, to enhance the competitiveness of tourism agent entrepreneurs.