Ranking of the Factors Affecting Urban Tourism Satisfaction Using Kano Model, Case Study: Shiraz City

Cities, due to having various great attractions such as museums, memorials, theaters, sport stadiums, parks, amusement parks, shopping centers, historic architecture areas, and places related to important events or major celebrities, as well as low cost and time of moving to access touristic destinations, attract many tourists; however, tourist satisfaction is achieved only when appropriate processes are designed such that the provided services meet expectations of the tourist. In fact, the process of tourism planning and management starts with the effective factors on the tourism development and meeting the tourism needs in a local, national, and meta-national scale. Since the effective components on the satisfaction level of tourists are identified and classified clearly, the positive effects of tourism development can be benefited because the pleased tourists more probably recommend the places they have visited. This is one of the cheapest and most effective factors on the marketing and development of tourism industry. Many cities in Iran, including Shiraz, have good conditions in attracting tourists which unfortunately, have not reached their proper status. As the 3rd religious city, Shiraz is a tourism target in Iran and the world because of its unique religious, historical and cultural attractions. According to the studies, Shiraz possesses high level of potentials to attract the tourists but it suffers the shortages to provide services to tourists so that Shiraz cannot attract the tourists despite having its historical position and attractions. In fact, growth and development of tourism industry can be a good income source to the city, resolve many economic problems and play an important role in sustainable development of the city. Therefore, one method to measure efficiency of the services and facilities existing in an area is to evaluate the views of users of these services. So, the present study aims to investigate the factors affecting satisfaction of infrastructures and functions of tourism in Shiraz. The research method is mixed method (survey and descriptive-analytic). Using Kano model, the research data were designed through Johnson-Berg questionnaire, and 384 tourists who traveled to this city in Nowruz 2017 were randomly selected and the questionnaires were distributed among them and completed. Also, the results of Kano test showed that safety of tourists with a coefficient of 0.660, and restaurant cleanliness and food provision with a coefficient of 0.510 were the most important basic requirements of tourists, respectively; also beauty and attractiveness of the city with a satisfaction coefficient of 0.669, architecture and design of the city with a satisfaction coefficient of 0.591, communication systems (telephone and Internet) with a satisfaction coefficient of 0.588 were the most important functional requirements, respectively; and local food with a satisfaction coefficient of 0.986 was the most important motivational requirement for tourists.