www.seipub.

org/emrEngineeringManagementReviews(EMR)Volume2Issue2,June2013

ACustomerRequirementBasedQuality
PlanningandImprovementforTourism
ChangLinYang*1,JuiTungChang2,YingHsuanLiu3
DepartmentofBusinessAdministration,FuJenCatholicUniversity
MBAPrograminInternationalManagement,FuJenCatholicUniversity
No.510,ChuangChengRd.,HsinchuangDistrict,NewTaipeiCity24205,Taiwan
1,2
3

*1

051125@mail.fju.edu.tw;2badm2063@mails.fju.edu.tw;3lovejessica6120@gmail.com

Abstract

promoted various policies, such as providing grants,

visas, and tourist attractions, etc. These will help
tourismindustrygrowth.

Economic growth, rising GDP and changing consumption

habits have increased the popularity of tourism.
Simultaneously with this trend, consumers are paying
increasing attention to the quality of travel routes, scenic
spots and accommodation. Collecting and understanding
consumer requirements related to tourism and thus
designing suitable tours is important for travel agents. This
study adopts consumer desire and tourist motivation as a
basis to analyze tourism services. This study integrates the
Kano twodimensional quality model and quality function
deployment(QFD)toconstructasystematicmechanismfor
tourism planning and improvement. This study comprises
three parts: travel requirement survey; extraction of key
tourism quality factors; the proposal of ways to improve
tourist services. In the study of travel, a twodimensional
quality questionnaire is designed and used to survey
consumer travel motivations. Based on the survey results,
twotypesofkeyqualityfactorsthatareattractiveandmust
be quality can be extracted by the Kano model. To extract
attractive and essential qualities, quality function
deployment transforms the key quality factors into
improvement action plans. These action plans can enable
travel entrepreneurs to develop suitable tours to meet the
requirements of different groups, thus enhancing consumer
satisfactionandincreasingtourismmarketcompetitiveness.

Tourism can be broadly divided into the following

four types: play tourism Playbased enjoyment of
scenic, recreational facilities play; family tourism
Tourism simultaneous with visiting friends and
relatives and promoting family relationships; social
tourismBusinesstravelerstakingtheopportunityto
visit local attractions to enhance friendships; health
tourism relieving stress and restoring physical and
mentalfatiguethroughtourism.Touristmotivationis
what leads people to travel, and tourism activities
meet these tourism needs (Beerli and martin 2004).
Crompton(1979)notedthattravelmotivationhasboth
psychological and cultural dimensions. The
psychological
motivations
includeTemporarily
escaping from the secular environment; regarding a
holiday as an opportunity to engage in self
exploration and evaluation; Physical and mental
relaxation; Increasing prestige deriving satisfaction;
Physical and mental restoration (such as through
engaging in childish, irrational, nonsuppressed
behavior);Providingopportunitiesforfamilyreunions
or consolidation of parentchild relationships;
Interaction with the destination population. While
culturalmotivationsincludeNovelty,suchascuriosity,
adventure; educational value of destination.
Additionally, Dann (1977) classified tourism
motivation using push and pull factors. Push factors
result from the social and psychological drivers of
tourism, as well as inner imbalances or motivational
factors resulting from nerves, such as curiosity,
reputation, pleasure, escaping daily work, self
exploration, etc. Pull factors and objective
characteristics of the items are used to attract links
fromthetouristsonthetargetpropertyresultingfrom
the cognitive, attract people to the attractive features

Keywords
TourismMotivation;KanoModel;QualityFunctionDeployment

Introduction
Since the 1980s, due to the economic growth, it has
been witnessed that people in numerous countries
have improved their living quality and consumption
capacity, driving a culture of leisure travel. The
tourism market thus gains momentum, and new
attractionshavedeveloped,providingconsumerswith
considerable choices. Facing this trend, many
countries recently have committed themselves to
tourism development, and accordingly having

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EngineeringManagementReviews(EMR)Volume2Issue2,June2013www.seipub.org/emr

Research Framework

ofaparticulardestination,suchasbeaches,sun,snow,
mountains, etc.. Gnoth (1997) thought that tourism is
driven by the inner desire of consumers to pursue
goals. Pull is the target set by tourists and generated
by the cognitive, and uses destination knowledge to
attract consumers. The destination of the cognitive
behavior thusaffects consumers. Generally, Push and
Pullis the integrated theory,supply (external factors)
haveneeds(innerfactors),supplydeterminesdemand
generation,andmoststudieshavefocusedonhowto
improve supply; the literature thus has focused on
how to encourage consumers to travel more, while
overlooking generation and demandside causes
(Chon,1989;Chaetal.,1995;UysalandJurowski,1994).
Touristtravelmotivationcanbeclassifiedaccordingto
type of travel and tourist decisionmaking process,
satisfaction evaluation, consumer behavior and
cognitivearchitecture,andtheanalyticalresultscanbe
used to develop marketing strategies (Swanson and
Horridge 2006). Previously, relatively little tourism
relatedresearchexploredthegenerationanddemand
side causes, so consumer demand neglected is an
importantpart,andtherearefewcustomersfromthe
sales side with the end of classified, if this
classification the focus of the customer base typr of
travelservicesdesignedtoenhancethevalueoftravel
productsandcustomizationcapabilities,toreducebias
and customer perception of service delivery and cost
(Klenosky 2002; Kim et al. 2003). Therefore,
understanding individual tourist travel motivations
and sources of satisfaction can help clarifying the
motivations for tourist participation in tourism
activities, and thus helpful in developing attractive
itineraries(Crompton,1979;Dann,1981;Chon,1989).

This study employs the pushpull travel motivation

theoryasabasisandinvestigatestheinternaldemand
resulting from consumer travel behavior factors to
obtain different information, in addition, it also
applies the quality of Kano model analysis to
consumer travel demand and the quality function
deployment method to identify the inner needs of
consumersandthusdevelopingatourismactionplan,
inwhichathreestageresearchframeworkisadopted
asdescribedinFIG.1.

FIG.1RESEARCHFRAMEWORK

Stage1:surveyingtourismneeds
The main objective of surveying tourism needs is to
collectthetourismneedstheoryandthemotivationof
the push pull theory. To explore the inner drivers of
consumer travel behavior, these drivers are divided
into five types: knowledge, relaxation, entertainment,
socialandreputation.

Facingtourismrelatedissuesandresearch,thisstudy
seeks to understand consumer desire for tourism
products,basistheanalysisontouristmotivation(Kim
et al. 2003),integrates the Kano quality model and
quality function deployment method with the quality
of tourism planning and constructs a systematic
improvementmechanism.Toanalyzetourismproduct
development and understand the composition of
tourism itinerary of tourist motivation based on the
push pull theory, this study uses the quality function
deployment method to improve program planning
quality and concrete action plans. The effective
development of the tourism industry can satisfy the
needs of different consumer groups, and enhance
consumer satisfaction and the overall tourism travel
market.

Stage2:extractingfactorquality
Consumerdemandisexaminedbasedontheresultsof
thesurveyonconsumertourismneedsandthedesign
ofatwodimensionalqualityquestionnaire.Thisstudy
thenusestheKanotwodimensionalqualitymodelto
summarizethetraveldemandanalysiswithafocuson
five key service qualities that can continue to
strengthenandimproveoverallquality.
The concept of twodimensional quality was first

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www.seipub.org/emrEngineeringManagementReviews(EMR)Volume2Issue2,June2013

Shahin,2004;Tontini,2007).

proposed by Frederick Herzberg (1959). The MH

theory of motivation (Motivatorhygiene theory) was
first used in in employee incentives, known as the
MotivatorHygieneTheoryortwofactortheoryofjob
attitudes.Kanoetal.(1984)proposedamodelinspired
by the motivatorhygiene model of Herzberg and
classified the quality attributes into five categories,
namely: attractive, essential, one dimensional,
indifferent, and reverse quality attributes. Kano et al.
(1984)representedthesequalityattributesasshownin
FIG.2.

Stage3:improvmementoftouristservices
This stage uses the quality function deployment
method to build the house of quality with tourist
service items into a servicerelated matrix expansion
plan. QFD, a customerdriven product development
tool,isusedasastructuredmanagementapproachto
efficiently translate customer needs into design
requirements and parts deployment, and to
manufacture plans and controls in order to increase
customer satisfaction. Quality function deployment
has systematically improved the quality of functional
parts and components and translated customer
expectations, into directions and actions intended to
fulfill specific requirements. Through these efforts,
organizations that correctly implement QFD can
improve their engineering knowledge, productivity,
and quality and reduce costs, product development
time,andengineeringchanges(Besterfieldetal.,2003;
Yang and Fang, 2003; Raharjo et al., 2008). QFD has
been well applied in numerous fields. Furthermore,
QFD has been adopted to develop products and
services(Hsuetal.,1997;LearyandBurvill2007),and
tofacilitatetheplanning,assessmentandupgradingof
managerial systems (Yang etal., 2006; Bykzkan et
al.,2007).

1. Themustbequality:Customersbecomedissatisfied
when this product attribute is low or absent.
However, customer satisfaction does not rise above
neutralwithincreasesinthisproductattribute.
2. The onedimensional quality: Customer satisfaction
isalinearfunctionofproductattributeperformance
(quality).Increasingattributeperformanceenhances
customersatisfaction.
3. The attractive or excitement quality: Customer
satisfactionincreaseslinearlywithgrowingattribute
performance. However, customer satisfaction does
not decrease correspondingly with a decrement in
criterionperformance.
4. Indifferent quality: Customers have no special
feelings or reactions with regard to these quality
elements and their fulfillment. That is, these
elementshavenoinfluenceoncustomersatisfaction.

Tourism Demand Investigation and

Classification

5. Reverse quality: These quality elements cause

customerdissatisfaction.Mostcustomersdonotlike
this quality factor. Kano et al. called this quality
factorreversequalityoronedollarquality.

According to the study of traveling demand, this

study collects references related to pushpull and
demand theory to discuss customer internal
motivationsandtheirinfluenceontravelingbehavior.
Based on the research of Beerli and Martin(2004)
regarding the influence of motive on emotions, this
study identifies five dimensions within the push
motivationdrivertravelthatareknowledge,relaxation,
entertainment,socializationandprestige,inwhichthe
issue what customers hope to gain from a tripo has
been summarized. This study takes these five
dimensions as a starting point, and considers what
qualities a travel service should offer so as to meet
customer needs and enhance customer satisfaction.
Additionally, this study develops 28 questionnaire
items, and a questionnaire containing a total of 56
questions. The instructions regarding each dimension
and the arrangement of the questionnaire items are
summarizedbelow.

FIG.2THEKANOMODEL

TheapplicationoftheKanomodelincludes:customer
requirement evaluation, product design and
manufacturing and service quality study and
improvement(tourism,hospital,restaurantandretail)
(MatzlerandHinterhuber,1998;vonDranetal.,1999;

56

1. Knowledge: The knowledge dimension includes

visiting various things, knowing different cultures,

EngineeringManagementReviews(EMR)Volume2Issue2,June2013www.seipub.org/emr

questionnaires. Women accounted for the largest

percentage of interviewees (55%) and most
respondents(65%)rangedinagebetween20~29years
old.Themajorityofrespondents(82%)earnedannual
incomes of 500,000 NTD. Furthermore, most of the
interviewees (77%) were unmarried, and 51% were
students. Approximately 86% of interviewees had
traveledabroad,and61%inhabitedtheTaipeiarea.

better understanding the travel destination or

participating in local celebrations and festivals. Six
questionnaireitemsdealwiththisdimension.
2. Relaxation: The relaxation dimension includes
physiological and psychological rest, ending
original life environment, releasing pressure and
anxiety from daily routine. Six questionnaire items
dealwiththisdimension.

TABLE1TWODIMENSIONALQUESTIONNAIREEXAMPLESOFQUESTIONS

3. Entertainment: The entertainment dimension

includes seeking excitement, taking challenges,
pursuing new things and achieving satisfaction, all
ofwhichprovidehappiness.Sixquestionnaireitems
copewiththisdimension.

Askeditem
Seekingforexcitementandfun
Positivequestion
Negativequestion
Howdoyouthinkthatthe
Howdoyouthinkthatthereare
itineraryfocusonthegeneral morechallengesandextreme
schedule?
activitiesintheitinerary?

4. Socialization: The socialization dimension contains

allthefactorsthatimprovetherelationshipbetween
anindividualandtheirsociallife.Fivequestionnaire
itemsdealwiththisdimension.
5. Prestige: The prestige dimension includes realizing
personaldreams,gainingaffirmationfromothers,to
satisfyandrespectdemandsandgainingsatisfaction
andrespect.Fivequestionnaireitemsdealwiththis
dimension.

FIG.3XANSWERCOLUMN

Extraction of Key Tourism Quality Factors

TheresultsobtainedforcustomerdemandintheKano
twodimensionalqualitymodelareusedtogetherwith
the twodimensional model of quality element
evaluation to classify feelings into: joyful, certain,
unfeeling,endurant,anddispleasure(Table2).

Traditionally, the Kano questionnaire is designed

based on the twodimensional concept. Regarding
attributes of service quality, positive and negative
query items are necessary. For the design of the
questionnaireintravelingdemand,thisstudydoesnot
adoptthetraditionalmethodofclearlydifferentiating
the positive and negative aspects of the questioned
items.Instead,thisstudycorrectsthemeaningsofthe
questionsbasedontheperspectivesofpsychologyand
tourism and attempts to make the positive and
negativequestionsrelatedtothesamequestioneditem
considered entirely separate (Table 1). Furthermore,
that theaimof the studyis that by means of analysis
the quality elements will become more accurate and
closer to customer demand. Besides, the method of
answering questions changes from checking boxes to
letting interviewees personally record the question
numbers on an X shaped answering list (Fig. 3), thus
avoiding misunderstanding with respect to the five
choices.Officialquestionnairesaredirectlydispatched
to conduct the practical investigation. This study has
issuedatotalof153questionnaires,allofwhichwere
returned. The interviewees include customers who
haveregisteredtraveljourneyinthetravelagencyand
passengerswhoarepreparingthetravelabroadatthe
airport. The completed questionnaires included 150
effective questionnaires
and
three invalid

TABLE2TWODIMENSIONALQUALITYCLASSIFICATION

Insufficient
sufficient

joyful
certain
Unfeeling
Endurant
displeasure

joyful

Unableto
determine
Reverse
quality
Reverse
quality
Reverse
quality
Reverse
quality

certain

unfeeling

endurant displeasure

One
Attractive
dimension
quality
alquality
Indifferent Indifferent Indifferent Mustbe
quality
quality
quality
quality
Indifferent Indifferent Indifferent Mustbe
quality
quality
quality
quality
Indifferent Indifferent Indifferent Mustbe
quality
quality
quality
quality
Reverse
Reverse
Reverse
Unableto
quality
quality
quality
determine
Attractive
quality

Attractive
quality

Based on the Kano twodimensional questionnaire,

this study classifies the 28 quality demands of
consumersinrelationtotravelserviceintoAttractive,
Onedimensional, Essential, Indifferent and Reverse
qualityelements.Furthermore,thefollowingsareused
to classify every quality element according to the
questionnaire results. Eleven items are classified as
attractive quality elements, three of which are
simultaneously assigned to other categories. Not a

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single item is classified as an Essential or One

dimensionalquality element. Furthermore, fouritems
areclassifiedasreversequalityelementsandthreeare
classified as compound quality elements. Meanwhile,

18 items are classified as indifferent quality elements

and four as compound quality elements. Moreover,
oneelementqualitycannotbejudged.Table3liststhe
outcomeoftwodimensionalqualityclassification.

TABLE3TWODIMENSIONALQUALITYOFTOURISMDEMANDCLASSIFICATION

Dimensions

knowledge

relaxation

Thequestionof
qualityfactors
Totourhistoricalsites
andancientrelicswatch
toknowthe
characteristicculture
toexperiencethenovel
anddifferentlife
tocontactthenewtechnology
tostrengthenyourlanguage
skill
totastethelocalfood
Temporaryorpermanent
changeinthewayoflife
toleavethecurrent
lifecircle
Torestorephysicaland
mentalbalance
Toimproveand
enhancehealth
Tohavemorefree
timetotravel
Toexpressthepressure

socialization

58

Unableto
determine

Elements
Classification

23%

15%

11%

9%

40%

2%

Indifferent

38%

17%

4%

3%

19%

19%

Attractive

42%

20%

9%

1%

19%

9%

Attractive

31%

3%

1%

19%

25%

21%

Attractive

39%

8%

2%

5%

35%

9%

Attractive

33%

21%

17%

4%

21%

4%

Attractive

20%

3%

7%

14%

51%

5%

Indifferent

38%

7%

7%

10%

19%

19%

Attractive

12%

3%

3%

33%

39%

10%

Indifferent

11%

18%

17%

11%

31%

11%

Indifferent

47%

9%

4%

6%

27%

7%

Attractive
Indifferent
Unableto
determine

9%

3%

3%

31%

48%

7%

1%

2%

13%

22%

41%

17%

11%

2%

23%

38%

9%

Indifferent

9%

12%

3%

41%

33%

3%

Reverse

Afreshtravelexperience

40%

3%

5%

7%

39%

6%

Toplaytothethemepark

15%

5%

2%

39%

37%

1%

33%

6%

3%

17%

20%

21%

Attractive

22%

9%

11%

12%

37%

9%

Indifferent

19%

3%

12%

12%

43%

11%

Indifferent

14%

24%

11%

5%

44%

1%

Indifferent

12%

13%

15%

19%

31%

10%

Indifferent

18%

1%

3%

19%

45%

15%

Indifferent

25%

2%

1%

25%

25%

22%

Attractive/
Reverse/
Indifferent

10%

2%

2%

22%

59%

5%

Indifferent

25%

7%

3%

15%

40%

9%

Indifferent

totrainaindependent
personality

24%

4%

8%

25%

23%

16%

Attractive/
Reverse/
Indifferent

Togetafriendsattention

29%

14%

9%

5%

41%

3%

Indifferent

Toseekexcitingand
stimulatingexperiences
Tomeetthe
desireofshopping

toenjoytheluxuriousor
simplejourney
Tovisitfriendsorrelatives
Tofindyourfavorite
companion
Tohavemoreinteraction
withfamily
Toknowpeoplewithsimilar
interests
Toshareinterestingtravel
experienceswithothers
togotoniceplaceswhereno
onehasneverbeenthere

Prestige

One
Mustbe Reverse Indifferent
dimensional
quality quality
quality
quality

21%

Tomakeyoufeelpleasant

entertainment

Attractive
quality

Tochangepeoplesviewsto
myself
Tofindandget
inspiredbylife

Attractive/
Indifferent
Reverse/
Indifferent

EngineeringManagementReviews(EMR)Volume2Issue2,June2013www.seipub.org/emr

qualitypercentagescoredinTwodimensionalquality
classification.

Tour Service Improvement

Duringthisstage,thisstudyemploysQFDtodevelop
a twostage deployment, including service technical
deploymentandactionplandeployment.

In the relevant matrix, this study assigns relevant

symbols scores according to their strength, where
meansstronglyrelevant,witharelevantscoreofnine,
means indirectly relevant, with a relevant score of
three,meansonlyslightlyrelevant,witharelevant
score of one, while a blank space with no symbol
indicatesarelevantscoreofzero.Figure4denotesthe
details of quality during the service technique
deploymentstage.

ServiceTechnicalDeployment
During the service technical deployment stage,
extraction focuses on attractive and essential quality
factors from a twodimensional quality factor
classification used to individually make up demand
and service items to deploy service in a technical
manner through ensuring quality. The investigation
and analysis includes eleven attractive quality key
elements of attributes used in this study to construct
the foundation in order to improve the proposed
action scheme and further tourism service quality.
Based on analysis of attractive quality factor and the
travel literature, this study proposes five dimensions
of travelservice technology, including: tour guide
dimension, accommodation dimension, catering
dimension,attractioncontentdimension,andactivities
dimension, which then used to further expand
technical items. The tour guide dimension is defined
bytouristagencystaffandrelatedsupportactivitiesto
guide customers during their visits, with items
including guide specialization, humor, and
persuasiveness. The accommodation dimension is
defined comprising the environment where tourists
stay, and includes items such as grade of hotel, hotel
theme of characteristics, integrity of facilities, hotel
service, and so on. The catering dimension is defined
intermsofthemealsandbeveragesservedtotravelers,
and includes such items as healthy meals and the
recreational activities offered to diners. The attraction
content dimension is defined in terms of worthwhile
scenic spots and related recreational activities, and
includes items such as the degree to which activities
offered as scenic spots are interactive, the attractions
of scenic spots, and the degree to which scenic spots
are representative and wellknown. The activities
dimension is defined in terms of actions to attract
customerstotourservices,andincludesitemssuchas
thevalueofoptionalactivities,novelactivities,andthe
degreeofcustomization.Todeployservicetechnology,
this study connects with customer traveling motive
and tourserviced technical items which are provided
bytouristagencythroughtherelevantmatrixandgive
eachQualityitemsweightaccordingtoeachattractive

According to quality analysis, the top five items are

degree of customization, value of optional activities,
tour guides that show initiative in providing service,
the possibility of participating in the activities at
tourist attractions, and tourist guides providing
flexible services, two of which belong to theactivities
dimension (degree of customization and value of
optional activities), two belong to the tour guides
dimension(tourguidesactivelyprovidingserviceand
tour guides providing flexible service), and one
belongs to the attraction content dimension (the
possibility of participating in activities at tourist
attractions).Thecontentofeachitemisshownbelow.
1. Degree of customization: This section reflects
consumerdemandforincreasinglydiverseactivities,
and thus companies must increasingly consider
consumerchoiceindesigningtravelroutes.
2. Value of optional activities: One item that can be
strengthened is the company providing less
expensive or more reasonably priced optional
activities.
3. Tourguidesactivelyprovideservice:Touristagency
staff should display initiative in identifying and
observing customer needs, then providing timely
service.
4. Participatory activities at tourist attractions: Every
recreationalactivityofferedaspartofatourshould
be adjusted according to customer expectations to
meet the objective of encouraging customer
participationinactivities.
5. Touristguidesofferingflexibleservices:Tourguides
must fully understand customer reactions and
changes in the environment, and respond by
adjustingtheirserviceaccordingly.

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TheDeploymentofActionPlan

building dependable information exchange

channelsinthetravelingregions.

This stage involves implementation of an action plan

with corresponding tourist service items to provide
direction for tourist service planning and
improvement.Thekeyfactorsoftheactionplanfollow
thestrategyofintegratingoveralltouristserviceitems.
Decision making thus must focus on comprehensive
thinking,excludingfromasingletouristserviceitem.
This research develops improvement action plans
according to the result of Kano twodimentional
quality key element and tourist service attributes
(Yang et al., 2012). The planned scheme to achieve
improvementsintouristservicequalitycomprisesfour
aspects: itinerary design, serving planning, reliability,
andcommunication.

(3) Emphasisputonindustrycertification,andoffer
ofappropriateinsurance.
4. The communication dimension stresses channels to
share information between customers and the
tourismindustryandincludes:
(1) Organizing sharing of experiences before
traveling,andsupplymentofcurrentinformation
ondestinations.
(2) Developing guidebooks to help customers
understandingdestinationculture.
(3) Invitingcustomerstopartiestosharetheirtravel
experiencesandmemories.

1. The itinerary design dimension stresses activities

relatedtoactionplanningandinvolves:

In the action plan deployment, the service items

regardedasdemanditems,arelinkedwiththeaction
program via the relation matrix. The weights of each
serviceitemarebasedonthecalculationintheservice
related matrix expansion. Scores are then assigned to
therelatedmatrixusingdifferentsigns.isstrongly
relevant,withascoreofnine.isindirectlyrelevant,
with a score of three. is weakly relevant, with a
scoreofone.Ablankmeansnorelevance,andreceives
ascoreofzero.Figure5explainstheconstructofQFD
in action plan deployment. The calculation process
resembles that used in the last stage; the signs
indicating different scores are used to multiply the
weights of each service items. The values thus
obtainedarethentotaledtoyieldabsoluteweights.

(1) Regular proposal of activities, survey on

customerexpectations,andadviseonappropriate
adjustments.
(2) Survey on popular recreational activities and
accommodation and operation of basic itinerary
design.
(3) Actively providing detailed travel information,
andcustomerschoice.
2. Theserviceplanningdimensionemphasizesservice
improvementinthetourismindustryandincludes:
(1) Using customer feedback as reference to revise
service.

Based on the calculation results, this study ranks the

top five items in terms of importance. (1). the
utilizationofexternalcontractorswithabundantwork
experiencetoperformserviceplanning.(2).Periodical
proposal of novel activity designs. (3). Activities for
members to share their ideas after travel. (4).
Conduction of customer investigations focused on
popular tourist sites and accommodations. (5).
Incorporation of customer feedback into the service
itemsorusedasareferencetocorrectitinerary.These
fiveestimateditemsincludetwoitemsintheitinerary
designdimension,twoitemsintheservicedimension
andoneiteminthecommunicationdimension.

(2) Using customer advice to flexibly adjust service

content.
(3) Employing external contractors with abundant
workexperiencetoperformserviceplanning.
3. The reliability dimension stresses the tourism
industry attempting to build customer trust. and
involves:
(1) Organizing training courses on communication
and expression for tour guides, and undergoing
assessment on professional competence and
knowledgeoftraveldestinations.
(2) Objectively selecting cooperation partners by

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EngineeringManagementReviews(EMR)Volume2Issue2,June2013www.seipub.org/emr

knowledge
knowledge

entertainment

knowledge
knowledge
knowledge
relaxation
relaxation
entertainment

prestige
prestige

to know the characteristic culture

to experience the novel and
different life
to contact the new technology
to strengthen your language skill
to taste the local food
to leave the current life circle
To have more free time to travel
A fresh travel experience
to enjoy the luxurious or simple
journey
to go to nice places where no one
has never been there
to train a independent personality

Grade of The degree of

hotel
Comfort

Accommodation dimension

Activities dimension

The
More
degree
The value of
The degree of theme or
flexible
Novel
Facility Service With great
of
optional activities,
servicer's characteristic
free
activities
Integrity of hotel Popularity
customiz
novel activities
hotel
politeness
times
ation

Attraction Content dimension

0.42

0.38

Represe
ntative of
Weig
and well- Smooth
Quality
ht
known route
scenic
spots

specializ
The
Interesting
The possibility of
ed
attracti
activities in
Humoro
Participating in
persuasiv
degree
ons of
attraction
us
the activities at
eness
of tour
scenic
content
degree
entertaining spots
introducti
spots
dimension
on

Tour Guides dimension

Tour
guides
have the
initiative
to
service

Catering dimension
The
flexibility
Intera
Recreationa of
The
Healthy
ctive Local
l activities in services
degree of
meals
activit food
dining place offered
resturant
ies
by tourist
guides

0.31
0.39
0.33
0.38
0.47
0.4

0.33

A
A
A
A
A
A/I

A/R/I 0.25

A/R/I 0.24

8.46

14.16

7.27

14.26

5.14

12.66

12.03

6.12

3.4

1.53

3.9

8.13

7.35

9.04

17.22

6.38

16.21

3.18

4.52

2.97

2.76

2.42

3.29

3.18

7.51

FIG.4SERVICETECHNICALDEPLOYMENT

61

www.seipub.org/emrEngineeringManagementReviews(EMR)Volume2Issue2,June2013

Itinerary design

Service planning

Reliability
Communication
Hold the training courses
Objectively choose the
Arrange the experiences
Emphasized the
about communication and partners for cooperation
Make a guidebook Invite the customer to the
sharing before traveling,
parties to share their
expression for tour guides, by building a dependable certification of industry,
to make customer
and supply the present
traveling experiences and
and provide
and undergo assessment for information exchange
easily realize the
information for traveling
channel in the traveling appropriate insurance.
memories.
professional competence
culture of tourist sites
region
regions.
and the knowledge for

Employ the outer

contractors with
abundant working
experience to do the
service planning

Propose novel
According to
Survey the popular
Tell the detailed
Take the customer
activities regularly, recreational activities traveling information
customers advice,
s feedback as
and take customer and accommodation actively, and supply
adjust service
reference for
s expect and advice
content with
is the basic of
different items for
service revise
customer to choose.
for adjustment
flexibility
itinerary design
Grade of hotel

weights

6.38

16.21

3.18

3.29

2.76

17.22

9.04

8.13

3.18

1.53

2.42

7.51

The degree of Comfort

The degree of servicer's politeness

2.97

Facility Integrity

theme or characteristic hotel

4.52

service of hotel

With great Popularity

The value of optional activities, novel

activities

novel activities

The degree of customization

14.26

3.9

7.35

6.12

12.66

Humorous degree

specialized degree of tour introduction

8.46

7.27

3.4

1023.27

persuasiveness

12.03

627.26

more flexible free times

Local food

Interactive activities

Healthy meals

The degree of resturant

recreational activities in dining place

Interesting activities in attraction

content dimension

929.69

14.16

312.06

The flexibility of services offered by

tourist guides
Tour guides have the initiative to
service

916.7

The possibility of Participating in the

activities at entertaining spots

651.72

5.14

1118.33

The attractions of scenic spots

720.44

Representative of and well-known

scenic spots

1002.93

938.31

1047.19

698.64

SUM

Smooth route

FIG.5THEDEPLOYMENTOFACTIONPLAN

62

Accommodation
dimension
Accommodation
dimension
Accommodation
dimension
Accommodation
dimension
Accommodation
dimension
Accommodation
dimension
Accommodation
dimension
Activities
dimension
Activities
dimension
Activities
dimension
Activities
dimension
Activities
dimension
Catering
dimension
Catering
dimension
Catering
dimension
Catering
dimension
Tour Guides
dimension
Tour Guides
dimension
Tour Guides
dimension
Tour Guides
dimension
Tour Guides
dimension
Attraction
Content
dimension
Attraction
Content
dimension
Attraction
Content
dimension
Attraction
Content
dimension
Attraction
Content
dimension

EngineeringManagementReviews(EMR)Volume2Issue2,June2013www.seipub.org/emr

dimensions, namely the action itinerary design

dimension and service planning dimension, which
were then divided according to their properties to
adjust the external environment and internal
organizational changes. Based on properties of the
external environment, itineraries and services are
adjustedtoachieveenhancedresults,andtheindustry
evolvesovertimetoinvestigateandmasterchangesin
customer needs and thus enhancing overall
competitiveness.Thedirectionofinternalorganization
is adjusted based on the planned service designed to
provide additional work experience with exprienced
externalserviceplanningstaff,andexternalstaffwith
implicit knowledge which enable the industry to
understand changing customer needs regarding
information gathering and establish an effective
pipeline, and can also help the translation of tailor
customerneedsintoactualprograms,orconceptsinto
innovative travel designs, such as through regular
meetings to discuss views or integration and
discussion to develop a workable solution.
Additionally, the company should be held after the
tour to help tour members shareing activities, in
addition to collection of the latest and most effective
source of customer information, as well as to
establishment of business relationships with
customers, satisfaction and repurchase rate are
improved,andthuskeepingcompetitiveness.

Discussion
Based on the results of service item and action plan
deployment, it has been found from this study that
additionalworkexperiencewithextensiveandperfect
external personnel service planning, customer
integration with the proposed collection of specific
implementationplan,andregulardiscussionmeetings
strongly influence the five action steps, so
performance can be improved through elaborate
planningbytheabovefiveagencies.
1. Employ external contractors with abundant work
experiencetoperformserviceplanning.
Serviceplanninginvolveshiringstaff,settingstringent
standards for the selection to resume in the initial
years, both on a project basis and to pursue other
objectives, and conduction of interviews for
conversation, creativity, and abstract evaluation of
projects.
2. Payattentiontocustomeradvice
Travel agencies can use various channels (e.g. official
websites, invitation only activities for guests, and
online communities) to gather valuable customer
feedback. Additionally, the members holding
followingtourismactivityarealsoimportanttoshare.
3. Holdregularmeetings
By brainstorming through regular meetings, tourist
industryoperatorscancollectandintegrateideasand
recommendations and thus devising better service
plansanditineraries.

ACKNOWLEDGMENT

The authors would like to thank the National Science

Council of the Republic of China, Taiwan, for
financiallysupportingthisresearchunderContractNo.
NSC1012221E030010 .

Conclusions
With the growth of tourism, as well as increasing
traveler demand for high quality service, the tourism
industry increasingly considers customer psychology,
and how to adjust services to better match customer
desires.Thisstudycomprisesthreeparts,thatis,travel
demandsurvey,keytourismqualityfactorextraction,
and tourist service improvement. The main objective
of the travel demand survey is to gather information
on the travel motivation literature and design a
questionnaire to investigate traveler motivations. For
the survey, the Kano model has extracted two
dimensional service quality for critical items. The
qualityfunctiondeploymentmethodwasthenusedto
build and determine action plans and their
implementationpriority.

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