What is Desired Quality

Customer satisfaction measurement is an important and critical issue of all businesses in the tourism sector, since it gives a better understanding of the needs and requirements of tourists. The Kano model is one of the most widely used approaches in analyzing customer satisfaction, aiming to categorize the quality attributes of products/services in different quality dimensions. The main aim of this chapter is to analyze customer satisfaction from an agro-tourism farm and prioritize potential improvement actions. The preliminary analysis has identified a large set of customer satisfaction criteria that refer to the location, the personnel, the activities, the cost, and the “green” aspects of the agro-tourism farm. The MUSA method has been applied in the context of Kano's theory of attractive quality. The main results show which satisfaction criteria mostly affect satisfaction and/or dissatisfaction, identifying the strong and the weak points of the farm. Finally, combining the previous results, it is possible to prioritize improvement actions.