Tourism Management 30 (2009) 629–637 A multi-criteria assessment of tourist farm service quality Authors: Crtomir Rozman, ...
<ul><li>Introduction </li></ul><ul><li>Methodology </li></ul><ul><ul><li>Multi-criteria Modeling methodology DEX </li></ul...
<ul><li>Farm tourism is a significant means of supplementing farmers’ incomes </li></ul><ul><li>Develop a tourist farm ran...
<ul><li>Other methods of service quality assessment </li></ul><ul><ul><li>SERVQUAL </li></ul></ul><ul><ul><ul><li>Based on...
<ul><li>MCDA – Multi-Criteria Decision Analysis can be applied when the evaluation involves multiple variables which can n...
<ul><li>Develop MCDA model </li></ul><ul><li>Apply MCDA model to application </li></ul><ul><li>Use DEX, a qualitative mult...
<ul><li>MCDA model development process </li></ul><ul><ul><li>Decompose problem  </li></ul></ul><ul><ul><li>Create Tree of ...
<ul><li>DEXi Model created in format suitable for the DEXi v3 decision management support tool </li></ul><ul><li>Create TR...
Leaf attributes – input data values Node attributes – computed from decision functions to build up to the Root node attrib...
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]...
<ul><li>Two questionnaires constructed to derive priorities and values for individual criteria </li></ul><ul><ul><li>Touri...
<ul><li>Results did not reveal much differences between best and worst </li></ul><ul><ul><li>Authors point out all 7 touri...
Notice that the multi-value result for Farm E can be displayed by showing both at “good” bar [blue]  and a “very good” bar...
<ul><li>MCDA node attribute  </li></ul><ul><ul><li>Guest[+] </li></ul></ul><ul><li>[+]Derived from lower level derived nod...
<ul><li>DEXI Display level 2 attributes </li></ul><ul><li>[1]Guest </li></ul><ul><ul><li>[2]Premises </li></ul></ul><ul><u...
<ul><li>Qualitative analysis only </li></ul><ul><ul><li>This may be a very useful and valid method for supporting soft dec...
<ul><li>Will the model work for finding realistic data for below standard tourist farms? </li></ul><ul><ul><li>Will guests...
<ul><li>MCDA Methods – Qualitative vs Quantitative </li></ul><ul><ul><li>Qualitative models  </li></ul></ul><ul><ul><ul><l...
Upcoming SlideShare
Loading in …5
×

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

1,705 views
1,590 views

Published on

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

1 Comment
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
1,705
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
25
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. 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
  2. 2. <ul><li>Introduction </li></ul><ul><li>Methodology </li></ul><ul><ul><li>Multi-criteria Modeling methodology DEX </li></ul></ul><ul><li>DEX Model Support Tool </li></ul><ul><ul><li>DEXi v. 3.0 [2008 implementation] </li></ul></ul><ul><li>Data Collection, Results and Discussion </li></ul><ul><li>Conclusions </li></ul><ul><li>Questions </li></ul>
  3. 3. <ul><li>Farm tourism is a significant means of supplementing farmers’ incomes </li></ul><ul><li>Develop a tourist farm ranking system </li></ul><ul><li>Service quality is a decisive factor for tourist farm success </li></ul><ul><li>Previous methods have proven unsatisfactory </li></ul><ul><li>A qualitative multi-criteria decision analysis methodology is developed, applied and evaluated </li></ul>
  4. 4. <ul><li>Other methods of service quality assessment </li></ul><ul><ul><li>SERVQUAL </li></ul></ul><ul><ul><ul><li>Based on survey of customer (guest) perception using questionnaire </li></ul></ul></ul><ul><ul><ul><li>Used in many assessments </li></ul></ul></ul><ul><ul><li>ECOSERVE </li></ul></ul><ul><ul><ul><li>Based on surveys of customer experience and expected levels of service quality </li></ul></ul></ul><ul><ul><ul><li>Used in numerous applications </li></ul></ul></ul><ul><ul><li>Insufficient assessment methods due to data gathering methodology and limitations related to interview process </li></ul></ul>
  5. 5. <ul><li>MCDA – Multi-Criteria Decision Analysis can be applied when the evaluation involves multiple variables which can not easily be transformed into quantitative units </li></ul><ul><ul><li>Quantitative models use numerical values </li></ul></ul><ul><ul><li>Qualitative models use symbolic variables </li></ul></ul><ul><li>Well suited to soft decision problems with expert judgments using qualitative scales rather then quantitative scores </li></ul>
  6. 6. <ul><li>Develop MCDA model </li></ul><ul><li>Apply MCDA model to application </li></ul><ul><li>Use DEX, a qualitative multi-criteria modeling methodology, to assess service quality </li></ul><ul><ul><li>2008 DEX implementation DEXi v. 3.0 </li></ul></ul><ul><li>Applied to seven tourist farms using input from surveying operators and guests </li></ul>
  7. 7. <ul><li>MCDA model development process </li></ul><ul><ul><li>Decompose problem </li></ul></ul><ul><ul><li>Create Tree of Attributes </li></ul></ul><ul><ul><ul><li>A hierarchical skeleton of attribute relationships </li></ul></ul></ul><ul><ul><li>Represent each qualitative attribute with a defined value scale </li></ul></ul><ul><ul><ul><li>A ordered list of states [words] representing values from worst to best </li></ul></ul></ul><ul><ul><li>Utility functions for each aggregate attribute are defined. </li></ul></ul><ul><ul><ul><li>DEXi uses decision rules represented in tabular form </li></ul></ul></ul>
  8. 8. <ul><li>DEXi Model created in format suitable for the DEXi v3 decision management support tool </li></ul><ul><li>Create TREE OF ATTRIBUTES </li></ul><ul><ul><li>Top Level Attribute: Tourist farm service quality </li></ul></ul><ul><li>Create Attribute Scales for each Attribute </li></ul><ul><li>Create decision rules [tables]for all attribute nodes </li></ul>
  9. 9. Leaf attributes – input data values Node attributes – computed from decision functions to build up to the Root node attribute: [Tourist farm service Quality]
  10. 10. Define value scale for each attribute - an ordered list of states [words] representing values from worst to best
  11. 11. Example for output attribute “Guest” Truth table represents the outcome: Guest based on all possible combinations [states] of input attributes.
  12. 12. <ul><li>Two questionnaires constructed to derive priorities and values for individual criteria </li></ul><ul><ul><li>Tourist farm operators </li></ul></ul><ul><ul><li>Customers [guests] </li></ul></ul><ul><li>Each question corresponded exactly to one input attribute from the Tree of Attributes </li></ul><ul><li>TOTAL SURVEYS: </li></ul><ul><ul><li>103 Guests </li></ul></ul><ul><ul><li>7 tourist farm operators </li></ul></ul>
  13. 13.
  14. 14.
  15. 15. <ul><li>Results did not reveal much differences between best and worst </li></ul><ul><ul><li>Authors point out all 7 tourist farms are of known high quality </li></ul></ul><ul><ul><li>All farms in same quality range (the quality ranges from one to four apples established by the Slovene tourist farms associations) </li></ul></ul><ul><li>Ranking system uses: </li></ul><ul><ul><li>Tourist farm operators – could be useful to help determine where to invest for improved assessments </li></ul></ul><ul><ul><li>Guests – could use system to help decide which tourist farm to visit </li></ul></ul>
  16. 16. 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.
  17. 17. <ul><li>MCDA node attribute </li></ul><ul><ul><li>Guest[+] </li></ul></ul><ul><li>[+]Derived from lower level derived node attributes </li></ul><ul><ul><li>Premises[++] </li></ul></ul><ul><ul><li>Services [++] </li></ul></ul><ul><ul><li>Additional services [+] </li></ul></ul><ul><ul><li>Repeat visits [*] </li></ul></ul><ul><ul><li>[*]Derived from direct Survey Data Input Attributes </li></ul></ul>
  18. 18. <ul><li>DEXI Display level 2 attributes </li></ul><ul><li>[1]Guest </li></ul><ul><ul><li>[2]Premises </li></ul></ul><ul><ul><li>[2]Services </li></ul></ul><ul><ul><li>[2]Additional services </li></ul></ul><ul><ul><li>[2]Repeat visits </li></ul></ul><ul><li>[1]Farm Operator </li></ul><ul><ul><li>[2]Plans for the future </li></ul></ul><ul><ul><li>[2]Satisfaction </li></ul></ul><ul><li>[?]Farm E has no weak points at this level. </li></ul>
  19. 19. <ul><li>Qualitative analysis only </li></ul><ul><ul><li>This may be a very useful and valid method for supporting soft decisions in social science framework </li></ul></ul><ul><li>No use of quantitative factors even when possible: </li></ul><ul><ul><li>No method to give more value or higher confidence to large survey responses vs. low survey numbers </li></ul></ul><ul><ul><ul><li>Note: individual farm guest responses varied from 2 to 29 </li></ul></ul></ul><ul><ul><ul><li>Radar charts could use radius size to indicate strength of information </li></ul></ul></ul><ul><li>Define an average level of all service attributes to allow standard of comparison </li></ul>
  20. 20. <ul><li>Will the model work for finding realistic data for below standard tourist farms? </li></ul><ul><ul><li>Will guests answer survey questions with honest opinions? </li></ul></ul><ul><ul><li>Many cultures would not want to give bad reports. </li></ul></ul><ul><li>How would a quantitative Multi-Criteria analysis differ? </li></ul>
  21. 21. <ul><li>MCDA Methods – Qualitative vs Quantitative </li></ul><ul><ul><li>Qualitative models </li></ul></ul><ul><ul><ul><li>Qualitative models may prove best at displaying complex systems to a general audience </li></ul></ul></ul><ul><ul><ul><li>Subtle word meanings may make the scalar ranges difficult to understand or translate in different languages </li></ul></ul></ul><ul><ul><ul><li>Attributes represented as scalar enumerated types have clear applications to computer programming implementations </li></ul></ul></ul><ul><ul><li>Quantitative models </li></ul></ul><ul><ul><ul><li>More familiar to technically trained professionals </li></ul></ul></ul><ul><ul><ul><li>More readily understood in different cultures due to common applied math </li></ul></ul></ul>

×