Evaluation and Analysis of Traditional Hotels Quality of Services (QoS) Using Importance-Performance Analysis Tool from Domestic Tourists’ perspective (Case Study: Selected Traditional Hotels of Yazd Province)

The aim of this study is evaluation and analysis the services quality of selected traditional hotels of Yazd province based on domestic tourists’ perspective. This study is a type of applied research and in terms of research methodology, this is descriptive - survey study. The statistical population of this study consists of two parts. In the first part, in order to identify the factors affecting the services quality of traditional hotels based on the logic of factor analysis models, a sample of 270 domestic tourists who visited Yazd province selected traditional hotels were selected using available sampling. In the second part, in order to measure the importance and performance of the services quality of traditional hotels, 200 domestic tourists who stayed in traditional hotels of Yazd during Nowrouz 1395 were selected by available sampling method to fill the questionnaire. The results of factor analysis showed that 7 factors of hotel physical facilities, sports and recreational facilities, traditional food and beverage, employees’ behaviors, hygiene, traditional spaces inside hotel and rooms, accountability systems, and service delivery are considered as factors affecting services quality. In addition, the results of the importance-performance analysis showed that there is a significant gap between importance and tourists’ perception in 4 factors of sports and recreational facilities, traditional food and beverage, employees’ behaviors, and accountability systems.