تحقیقات کاربردی علوم جغرافیایی

تحقیقات کاربردی علوم جغرافیایی

ارزیابی میزان رضایتمندی گردشگران از کیفیت خدمات گردشگری بر اساس مدل کانو و سروکوال (مطالعه‌ موردی: واحدهای پذیرائی محله دربند تهران)

نویسندگان
جمیله توکلی نیا 1
مصطفی هرائینی 2
1 دانشگاه شهید بهشتی
2 دانشگاه تهران
10.29252/jgs.18.49.241
چکیده
کیفیت گردشگری از اهمیتی برخوردار است که در بازگشت مجدد گردشگران تأثیر می‌گذارد. ازاین‌رو برای تحریک سرمایه‌گذاری داخلی و خارجی، افزایش کسب‌وکار، بهبود وضعیت اقتصادی و اجتماعی جامعه نیاز به توسعه گردشگری باکیفیت است. ارزیابی میزان رضایت گردشگران از کیفیت خدمات هدف اصلی پژوهش را تشکیل می‌دهد. پژوهش ازنظر هدف کاربردی و ازنظر روش توصیفی تحلیلی است. پایایی داده‌ها بر اساس ضریب آلفای کرونباخ محاسبه‌شده که نشان‌دهنده عدد 0.834 و روایی داده‌ها نیز بر اساس شیوه روایی محتوا مطابق با نظر اساتید انجام‌گرفته است. در تحلیل داده‌ها از آزمون‌های آماری توصیفی و استنباطی ویلکاکسون و اسپیرمن بهره‌گیری شده است. جامعه آماری پژوهش نیز شامل گردشگرانی است که از خدمات واحدهای پذیرایی در محله دربند استفاده کرده‌اند و حجم آن با استفاده از فرمول کوکران به تعداد 354 نفر، و با روش نمونه‌گیری تصادفی انجام‌شده است. یافته‌های تحقیق بر اساس ابعاد پنج‌گانه کیفیت خدمات سروکوال نشان می‌دهد که بیشترین شکاف کیفیت در بعد محسوسات با میزان فاصله 0.33- و کمترین شکاف در بعد پاسخگویی با میزان فاصله 0.34 مشاهده می‌شود. همچنین بر اساس یافته‌های مدل کانو 6 ویژگی از 19 ویژگی کیفیت خدمات به‌عنوان ویژگی جذاب، 5 ویژگی کیفیت خدمات به‌عنوان ویژگی تک‌بعدی، 6 ویژگی الزامی و 2 ویژگی کیفیت خدمات باقیمانده بی‌تفاوت طبقه‌بندی شدند. همچنین در پایان از طریق برقراری ضریب همبستگی اسپیرمن، ارتباط بین میزان تحصیلات و درآمد با ابعاد گوناگون کیفیت خدمات مورد آزمون قرار گرفت.
کلیدواژه‌ها
گردشگری
کیفیت خدمات
رضایتمندی
محله دربند
مدل سروکوال
مدل کانو

عنوان مقاله English

Evaluation of satisfaction of tourists the quality of tourism services based on Kano model and SERVQUAL (Case Study: Tehran Darband area catering units)

نویسندگان English

Jamileh Tavakolinia 1
Mostafa Haraeeni 2
1 Associate Professor of Geography and Urban Planning, Faculty of Earth Sciences, Shahid Beheshti University, Tehran, Iran .
2 Master of Geography and Rural Planning, Faculty of Geography, Tehran University, Tehran, Iran.
چکیده English

Tourism quality is important factor so that influence in return of tourists. Hence, it needed to be developed tourism quality due to stimulate domestic and foreign investment, increase business, and improve economic and social conditions. This study has an applied perspective relevant to type, and has an analytical approach pertaining to descriptive method. Using a questionnaire and taking the reliability of the data into account, the Cronbach’s alpha coefficient (0.834) and content validity, the data and required information were collected; and analyzing the number of 354 forms referring to the Darband restaurants were performed, with respect to documentary research and fieldwork in the sample tests. Based on facts collected due to satisfy consumptions; we found some gaps including, the widest gap of QoSs is relevant to tangibles with average distance -0.33, and narrowest gap of QoSs is pertaining to responsiveness with average distance 0.34. In next step, using Kano model we categories’ QoSs, and the results, based on customers’ respond, shown that 6 features categorized as “attractive,” 5 features categorized as “one-dimensional,” 6 features categorized as “necessary,” and 2 features as rest of 19 characteristics categorized as “unconcerned.” Eventually, according to the findings performed an inspection due find out about a relation over the Spearman correlation, and education, and income.

کلیدواژه‌ها English

tourism
quality of services (QoSs)
Satisfaction
Darband County
Servqual
Kano model
Atilgan, E., Akinci, S., & Aksoy, S. (2003). Mapping Service quality in the tourism industry. Managing Service Quality, Vol. 13, pp. 412-422.
Bhattacharyya, S. K., & Rahman, Z. (2004), Capturing the customer`s voice, the centerpiece of strategy making: A case study in banking, European business review, Vol. 16, No 2, pp. 128-138
Birdogan, B.,Cigdem, S., Basfirinci, Z., & Ilker, M. A. R. (2009), An application of integrating SERVQUAL and KANO model into QFD for logistics service(case study in turkey), Asia Pacific Journal of Marketing and Logistics, Vol. 21 No. 1,pp. 106. 125
Carpinitti, L., Buosi, T., & Gerolamo, M. C, (2003), Quality management and improvement, A framework and a business-process reference model, Business Process Management Journal, Vol. 9, no. 4, pp. 543-554.
Cheng, T. C. E. , & Chiu, I. S. F, (2008), Critical success factors of business process re-engineering in the banking industry, Knowledge and Process Management, Vol. 15, no. 4, pp. 258-269
Clarke, J., (1997), A Framework of Approaches to Sustainable Tourism, Journal of Sustainable Tourism , 5, pp: 24-33.
Davenport, T. H. , & Short, J. E, (1990),The new industrial engineering: information technology and business process redesign, Sloan Management Review, Vol. 31, No. 4, pp. 11-27
Fernandes, T., Cruz, M. (2016), Dimensions and outcomes of experience quality in tourism: The case of Port wine cellars, Journal of Retailing and Consumer Services, 31 , 371–379.
Goeldner, C., & Ritchie, J. R. (2006). TOURISM PRINCIPLES PRACTICES PHILOSOPHIES, Published simultaneously in Canada. Ninth Edition.
Ha, J., & Jang, S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529.
Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487.
Holjevac, I., (2003), A vision of Tourism and the Hotel Industry in the 21 Sentury, Hospitality Management, Vol 22.
Jung, H. S., & Yoon, H. H. (2013). Do employees’ satisfied customers respond with an satisfactory relationship? The effects of employees’ satisfaction on customers’ satisfaction and loyalty in a family restaurant. International Journal of Hospitality Management, 34, 1– 8.
Kim, H. J., & Park, J., & Kim, M. J., & Ryu, K. (2013). Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Korea. International Journal of Hospitality Management, 33, 397–405
Kouthoris, C., & Konstantinos, A. (2005). Can service quality predict customer satisfaction and behavioral intention in the sport tourism industry?, An application of the SERVQUAL model in an outdoors setting. Sport Tourism, 10 (2), 101-111.
Lovelock, C., & wright, L. (1999). Principles of Service Marketing and Management, Prentice Hall. Northwestern University
Meng, J., & Elliott, K. (2008). Predictors of relationship quality for luxury restaurants. Journal of Retailing and Consumer Services, 15(6), 509-515.
Mihail Aurel, Titu,Ta Andreea Simina Rauleaa, Ștefan Titu,(2016), Measuring Service Quality in Tourism Industry, Social and Behavioral Sciences, 221, 294 – 301.
Nair, A. (2006). Meta-analysis of the relationship between quality management practices and firm performance-implications for quality management theory development. Journal of Operations Management, 24. (pp. 948-975)
Parasuraman, A., Zeithaml, V. & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Marketing, (49), 41-50.
Richards G (2005), Cultural Tourism in Europe the Association for Tourism and Leisure (ATLAS), www.atlas-euro.org,p.
Sharpley, Richard and Telfer, David J. (2002). Tourism and development (pp. 221). Channel View Publications.
Soriano, D. (2002). Customers’ expectations factors in restaurants: The situation in Spain. International Journal of Quality & Reliability Management, 19(8/9), 1055-1067.
Suh, S. H; Lee, Y. H; Park, Y & Shin, G. C (1997). The impact of consumer involvement on the consumer's perception of service quality - Focusing on the Korean hotel industry. Journal of Travel and Tourism Marketing, Vol. 6, pp. 33-52.
Tan, K. C., & Pawitra, T. A. (2001), Integrating SERVQUAL and Kano’s model into QFD for service excellence development, Managing Service Quality, Vol. 11, No. 6, pp. 418-430.
Weaver, D and Lawton, L (2001), Resident Perceptions in the urban – rural frings, Annals of Tourism Research, 28.
Yüksel, A., & Yüksel, F. (2008). Measurement of tourist satisfaction with restaurant services: A segment-based approach. Journal of Vacation Marketing, 9(1), 52.