Analysis of Requirements and Effective Factors on Satisfaction of Urban Tourism by KANO Theory

Urban tourism has high potential to attract tourists and consequently causes financial benefits and employment opportunities. Many cities of Iran including Boroojerd because of benefiting from a variety of environmental conditions have a high potential in attracting urban tourism، but still they have not obtained their rightful position in this category. There are various reasons for this deficiency and failure to obtain tourist''s satisfaction is one the most important and the most effective ones. Therefore، identification and determination of the provided services'' quality for tourists is the first step to increasing their satisfaction and it will result in sustainable improvement in tourism economy. One of the methods to evaluate the effectiveness of existing services and facilities in one area is to evaluate the opinions of the beneficiaries and users of that service. On the basis of this fact this study investigates the factors that affecting tourists'' satisfaction from substructures and functions of Boroojerd urban tourism. This survey method is combined approach (surveys and descriptive – analytical). By using KANO requirements motivational theory، research''s data obtained via the questionnaire of Johnson – Warbeck model designed and by visiting the hotels and motel and tourist centers، 130 of these visitors have travelled to this city in Norouz holiday of 1392 and with the method of availability and choice the questionnaires were distributed and completed. The results of this study show that safety with satisfaction rate of 0. 56 is the most basic requirement، preparing food and restaurants with satisfaction rate of 0. 80 is the main functional requirement And communication systems (Internet، mobile،…) with a satisfaction rate of 0. 82 is one of the most important tourist''s motivational necessities.