An analysis of on tourism pass quality using the Kano model and Timko's customer satisfaction coefficient

This study aims to analyze customer satisfaction and dissatisfaction with the quality of tourism pass services, focusing on the relationship between service attributes and customer satisfaction. To achieve this, the study employs the Kano model and Timko’s customer satisfaction coefficient, along with the PCSI Index, to quantitatively assess the satisfaction level of tourism pass services and propose improvement strategies. According to the Kano model analysis, “Free Admission to Historical Sites,” “Free and Discounted Services at Seoul Cultural Spaces,” and “Free Transportation” were classified as attractive qualities, while “Free and Discounted Services for Exploring Seoul” fell into the one-dimensional quality category. In contrast, services such as “Discounted Performance Tickets” and “Shopping Coupon Book” were classified as indifferent qualities. Timko’s analysis revealed that “Free and Discounted Services for Exploring Seoul” and “Free Admission to Historical Sites” exhibited high customer satisfaction. Meanwhile, the PCSI Index indicated that “Discounted Performance Tickets” were perceived as important, highlighting the nedd for improvement. These findings provide valuable insights for service providers to develop strategic improvement plans that align with customer expectations. Enhancing tourism pass service quality in the post-pandemic era can contribute to greater convenience and utility for tourists.