修正된 카노모델을 利用한 海外리조트 選擇屬性의 分類에 관한 研究

A Study on the Classification of Overseas Resorts Selection Attributes Applying Modified Kano Model

This study aims to apply dualistic service quality factors of the Kano model, analyzing the effect of selection attributes of overseas resorts on customer satisfaction and finding ways to provide customer-oriented personalized services in response to changing travel environments and the ever changing needs of overseas resort customers. 36 resort selection attributes were chosen based on preceding research regarding hotel and selected resort properties, and then 25 items were selected through preliminary survey targeting various experts on overseas resorts. Frequency analysis, factor analysis, reliability analysis, and regression analysis were used for statistical analysis. As a result of factor analysis, the final 19 selection attributes are classified into 5 factors; ‘customized service’, ‘diversified program’, ‘overall service quality’, ‘resort facility’, and ‘resort location’. Through the application of the modified Kano model, we found following facts. ‘Customized service’(customer service for South Korea, public relations and marketing promotion, language communication, kids club, unique and distinctive resort) was classified as ‘Low-performance one dimensional or Performance Quality’, and ‘Diversified programs’ (resort programs, water sports, All Inclusive, Gold Card, entertainment) were separated into ‘Attractive or Excitement Quality’. Overall Service Quality(staff’s quick and friendly response, safety, food hygiene and quality) and resort facility(resort scale and size, room location and atmosphere, various facility and brand power) were classified as ‘High-performance one dimensional or Performance Quality’, and ‘Resort Location’(the accessibility to associated places, resort location, complimentary shuttle service) was shown as ‘Must-be or Basic Quality’.