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Student Review "A multi-criteria assessment of tourist farm service quality"
 

Student Review "A multi-criteria assessment of tourist farm service quality"

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Review of MCDA article using qualitative Multi-Criteria Decision Analysis to study the Service Quality of tourist fams in Slovenia. ...

Review of MCDA article using qualitative Multi-Criteria Decision Analysis to study the Service Quality of tourist fams in Slovenia.

Tourism Management 30 (2009) 629–637.
A multi-criteria assessment of tourist farm service quality

Authors: Crtomir Rozman, Majda Potocˇnik, Karmen Pazek, Andreja Borec, Darja Majkovic, Marko Bohanec

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    Student Review "A multi-criteria assessment of tourist farm service quality" Student Review "A multi-criteria assessment of tourist farm service quality" Presentation Transcript

    • Tourism Management 30 (2009) 629–637 A multi-criteria assessment of tourist farm service quality Authors: Crtomir Rozman, Majda Potocˇnik, Karmen Pazek, Andreja Borec, Darja Majkovic, Marko Bohanec
      • Introduction
      • Methodology
        • Multi-criteria Modeling methodology DEX
      • DEX Model Support Tool
        • DEXi v. 3.0 [2008 implementation]
      • Data Collection, Results and Discussion
      • Conclusions
      • Questions
      • Farm tourism is a significant means of supplementing farmers’ incomes
      • Develop a tourist farm ranking system
      • Service quality is a decisive factor for tourist farm success
      • Previous methods have proven unsatisfactory
      • A qualitative multi-criteria decision analysis methodology is developed, applied and evaluated
      • Other methods of service quality assessment
        • SERVQUAL
          • Based on survey of customer (guest) perception using questionnaire
          • Used in many assessments
        • ECOSERVE
          • Based on surveys of customer experience and expected levels of service quality
          • Used in numerous applications
        • Insufficient assessment methods due to data gathering methodology and limitations related to interview process
      • MCDA – Multi-Criteria Decision Analysis can be applied when the evaluation involves multiple variables which can not easily be transformed into quantitative units
        • Quantitative models use numerical values
        • Qualitative models use symbolic variables
      • Well suited to soft decision problems with expert judgments using qualitative scales rather then quantitative scores
      • Develop MCDA model
      • Apply MCDA model to application
      • Use DEX, a qualitative multi-criteria modeling methodology, to assess service quality
        • 2008 DEX implementation DEXi v. 3.0
      • Applied to seven tourist farms using input from surveying operators and guests
      • MCDA model development process
        • Decompose problem
        • Create Tree of Attributes
          • A hierarchical skeleton of attribute relationships
        • Represent each qualitative attribute with a defined value scale
          • A ordered list of states [words] representing values from worst to best
        • Utility functions for each aggregate attribute are defined.
          • DEXi uses decision rules represented in tabular form
      • DEXi Model created in format suitable for the DEXi v3 decision management support tool
      • Create TREE OF ATTRIBUTES
        • Top Level Attribute: Tourist farm service quality
      • Create Attribute Scales for each Attribute
      • Create decision rules [tables]for all attribute nodes
    • Leaf attributes – input data values Node attributes – computed from decision functions to build up to the Root node attribute: [Tourist farm service Quality]
    • Define value scale for each attribute - an ordered list of states [words] representing values from worst to best
    • Example for output attribute “Guest” Truth table represents the outcome: Guest based on all possible combinations [states] of input attributes.
      • Two questionnaires constructed to derive priorities and values for individual criteria
        • Tourist farm operators
        • Customers [guests]
      • Each question corresponded exactly to one input attribute from the Tree of Attributes
      • TOTAL SURVEYS:
        • 103 Guests
        • 7 tourist farm operators
      • Results did not reveal much differences between best and worst
        • Authors point out all 7 tourist farms are of known high quality
        • All farms in same quality range (the quality ranges from one to four apples established by the Slovene tourist farms associations)
      • Ranking system uses:
        • Tourist farm operators – could be useful to help determine where to invest for improved assessments
        • Guests – could use system to help decide which tourist farm to visit
    • Notice that the multi-value result for Farm E can be displayed by showing both at “good” bar [blue] and a “very good” bar [green] for Farm E.
      • MCDA node attribute
        • Guest[+]
      • [+]Derived from lower level derived node attributes
        • Premises[++]
        • Services [++]
        • Additional services [+]
        • Repeat visits [*]
        • [*]Derived from direct Survey Data Input Attributes
      • DEXI Display level 2 attributes
      • [1]Guest
        • [2]Premises
        • [2]Services
        • [2]Additional services
        • [2]Repeat visits
      • [1]Farm Operator
        • [2]Plans for the future
        • [2]Satisfaction
      • [?]Farm E has no weak points at this level.
      • Qualitative analysis only
        • This may be a very useful and valid method for supporting soft decisions in social science framework
      • No use of quantitative factors even when possible:
        • No method to give more value or higher confidence to large survey responses vs. low survey numbers
          • Note: individual farm guest responses varied from 2 to 29
          • Radar charts could use radius size to indicate strength of information
      • Define an average level of all service attributes to allow standard of comparison
      • Will the model work for finding realistic data for below standard tourist farms?
        • Will guests answer survey questions with honest opinions?
        • Many cultures would not want to give bad reports.
      • How would a quantitative Multi-Criteria analysis differ?
      • MCDA Methods – Qualitative vs Quantitative
        • Qualitative models
          • Qualitative models may prove best at displaying complex systems to a general audience
          • Subtle word meanings may make the scalar ranges difficult to understand or translate in different languages
          • Attributes represented as scalar enumerated types have clear applications to computer programming implementations
        • Quantitative models
          • More familiar to technically trained professionals
          • More readily understood in different cultures due to common applied math