Identifying and Prioritizing Factors Affecting Tourist Satisfaction of Quality of Tourism Services Based on Kano Model(case study: Baghche Sara village)

Tourist satisfaction is an issue that is influenced by various factors and contributes to the economic and social development of countries through tourism sustainability. One of the important issues affecting tourists' satisfaction is the quality of service provided, which is used as a standard to evaluate the effectiveness of specific services. Therefore, the aim of this paper was Identifying and Prioritizing Factors Affecting Tourist Satisfaction of Quality of Tourism Services Based on Kano Model. The present study was a qualitative and quantitative method. In the qualitative part, firstly, through interviewing experts in the field of factors affecting customer satisfaction, the satisfaction of tourists was measured and prioritized by Kano model. The population of the study consisted of 150 tourists who were admitted to the reception units of Gharouq village on Monday and Friday. Due to limited access to the statistical population, 108 questionnaires were distributed among them. The results of the qualitative sector data divided the factors affecting customer satisfaction into three main categories, 7 sub-categories and 20 concepts. Based on Kano model, these factors were prioritized in three parts: functional, basic and motivational requirements. In the shortest time in restaurants with satisfaction factor of 0.44 (essential factors), high capacity of restaurants with satisfaction factor of 0.69 (functional factors) and reasonable price of restaurant services relative to other tourist destinations with satisfaction factor of 0.83 (Motivational factors) had the highest priority, respectively, among other factors of tourist satisfaction.