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Licensed Unlicensed Requires Authentication Published by De Gruyter 2021

5. Service designing through Fuzzy Kano analysis in heritage tourism

From the book Supply Chain Sustainability

  • Ashutosh Pandey and Rajendra Sahu

Abstract

Service quality management is one of the vital roles to be managed during the process of supply chain management in an organization. The objective of this chapter is to prioritize the service process design in heritage tourism, where a dearth of such study was noticed during a systematic literature review. The prioritization was done using fuzzy multicriteria decision-making with Kano analysis. The data have been collected from overall 263 inbound tourists visiting the five famous heritage sites located in the golden triangle circuit in India through fuzzy Kano questionnaire. It resulted in a classification of 24 service attributes into four fuzzy Kano factors, namely, must-be quality, one-dimensional quality, attractive quality, and indifferent quality. Service blueprint was utilized to visualize the prioritization done through fuzzy Kano analysis. It resulted in the identification of seven service blueprint stages, namely, vehicle parking, ticket purchase, entry gate, heritage site tour, shopping souvenir, resting at the park, and depart. The given study would be useful for the destination marketing organizations, tourism policymakers, tourism managers to critically analyze the factors responsible for bringing the changes in tourist experiences while visiting a place. It can help to build a robust service delivery process, an essential aspect of supply chain management and further can help increase inbound tourists’ satisfaction and inflow at the place.

© 2020 Walter de Gruyter GmbH, Berlin/Munich/Boston
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