IPA-Kano Approach to Evaluating Service Quality: A Case of Taijiang National Park, Taiwan

Abstract

This research takes Taijiang National Park (TNP) tourists as the study population while gathering the survey data via an online questionnaire. For the data analyses, it uses the importance–performance analysis (IPA) and the Kano two-dimensional quality model to evaluate the tourist satisfaction of TNP. Specifically, it considers the importance of service quality, classifies its service quality attributes, and suggests the priority for service improvement, rendering the TNP valuable reference points to realign service strategies. The study shows that the service quality attributes related to service personnel are the priority item to be improved, which could eventually enhance tourist satisfaction. In addition, brand differentiation could be achieved by improving the attractive quality items identified in this study to enhance tourist loyalty.

Citation

Liu, W.-Y., Wang, J. and Chen, J.S. (2023), "IPA-Kano Approach to Evaluating Service Quality: A Case of Taijiang National Park, Taiwan", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 19), Emerald Publishing Limited, Leeds, pp. 107-120. https://doi.org/10.1108/S1745-354220230000019006