Using The Kano Two-Dimensional Quality Model To Evaluate Service Quality Of Resort Hotels

This study used six resort hotels in Taitung as examples, and "SERVQUAL" scale and the Two-Dimensional Quality Model to measure the service quality of resort hotels. The findings can serve as reference for resort hotels to improve services. Results showed that among resort hotel quality improvement indicators, there are 5 one-dimensional quality elements (O), 15 critical quality elements (M), 2 indifferent quality elements (I), but no attraction quality elements (A). This means that most tourists consider most services as critical, thus, resort hotel operators must continuously provide more intricate and customized service quality to increase tourist satisfaction, or it will adversely affect the willingness of tourists to stay at hotels. It is suggested that other than basic service quality, hotel operators should offer tourists more service items that surprise and excite them, and create more attraction quality elements in order to increase corporate profit.