Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系所 === 100 === This study is using Kano 's model and Quality Function Deployment to explore the demands and expectations of the tourists on agri-tourism service quality through issued questionnaires. Integrated analyses of questionnaire data to be able to provide the agri-tourism industries the reference for managements of service quality.
Results in Kano 's classification, 35 elements analysis were obtained 11 items are classified as one-dimensional quality, 11 items are classified as must-be quality, 3 items are classified as attractive quality, and 10 items are classified as indifferent quality.
The research obtains the customers’ requirements and technical requirements by their importance. The top five most important customers’ requirements are as follows: “providing overnight accommodations”, “providing the Information of round diets”, “Providing the landscape of foreign style”, “Launching activities or layouts with foreign festival” and “Selling souvenirs of foreign style”. And the top five most important technical requirements are: “providing folding papers of traffic guides”, “Staves professional training”, “Providing place of environmental education”, “Providing discounts or promotions of accommodation” and “Providing round view of specialties snacks”.
Recommend agri-tourism industries can focus on high priorities of Quality elements classified by the Kano 's model and the indicators in House of Quality to improving and planning, to getThe best results in agri- tourism marketing.
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