Analysis and Prioritization of Service Quality of 5-Star Hotels in Kish Island (Case Study of the Project for 2022)

The purpose of this study is to evaluate the quality of the top hotels of Kish Island to examine the influential factors and to prioritize hotel services qualitatively-quantitatively; For this purpose, while interviewing experts and university professors, important and effective indicators were identified, and content analysis was extracted using multi-criteria MCDM decision-making methods and using Expert choice software. The research findings showed that the services provided by 5-star hotels in Kish are not in a good condition compared to the price paid; Also, by analyzing the content and prioritizing the effective criteria, it was found that the hotel's physical design style index is in the first place, the scope and variety of services are in the second place, and creativity and service innovation are in the third place; Finally, before any activity, hotel buildings should be repaired, renovated and renovated based on scientific plans and ideas, and industry managers, with the aim of customer satisfaction and durability, while continuously evaluating service quality strategies, should seek to correct and adapt their traditional views to those of tourists. To identify and attract customers by using new technologies to focus on improving the quality of service activities as well as interaction with the new generation of young tourists and seek to eliminate and improve the weaknesses of their services.