Applying AHP and VIKOR on Service Performance of Home Stay

• Main Authors: Wang Yu Siang, 王郁翔
• Other Authors: YE ZIH MING
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/36870375689637747386

碩士 === 大葉大學 === 工業工程與科技管理學系 === 98 === In such a consumer-oriented era, it has become an essential demand to satisfy consumers. For this reason, to know well of consumers’ demands has become the key for managers to succeed. Since the policy of two-day-off weekend implemented in Taiwan, the citizens have paid more attention to living quality which enhances more leisure activities in living styles. The business of homestays, which used to provide meals, accommodation, and equipments, have evolved into the experiencing of service quality and living styles. In this case, the actual impressions and the cognitions of tourists to the services of homestays have become the primary tasks for homestay managers. The study applied questionnaire survey, literature discussions, and the five dimensions proposed by P.Z.B scholars to firstly classify the elements of service items, then take the average of the elements which have achieved a certain standard as the evaluation criterion, and finally obtain the weights among dimensions with hierarchy analyses for the rankings of homestays, with the combination of VIKOR. The findings show that, based on the pretest questionnaires, the service elements are classified into five tangibility, three reliability, three reactions, three guarantees, and four empathy. What is more, tourists tend to ignore reaction-related services but emphasize empathy and tangibility with regard to dimensions. To increase competitiveness, “taking care of valuables” in empathy and “attraction of entire landscape comfort” in tangibility will need to be focused on. Finally, with the combination of tourists’ emphases, hierarchy analyses, and the best multi-criteria compromise solutions, the rankings of programs proposed by homestays can be acquired.