A Study on Strategies for Improving Service Quality in Tourism Community Business - Applying the SERVQUAL-Kano Integrated Model to QFD -

This study aims to assess the current quality of services in village hotels within the tourism community business and propose strategies for improvement to enhance their competitiveness as future tourist destinations. To formulate an effective improvement plan, the research employs the SERVQUAL-Kano integrated model, incorporating Quality Function Deployment (QFD) and the House of Quality (HOQ) matrix. The findings indicate that the most critical service quality attributes, ranked in order of importance, include room security, room amenities, emotional place experience, room temperature, and room fragrance. Furthermore, the prioritization of service quality improvements revealed a total of 25 indifferent factors, with key recommendations including the expansion of nostalgia programs, enhancement of guest room cultural elements, development of tourism facilities in village hotels, and systematic management of the Voice of Customer (VOC).