How to create attractive and unique customer experiences: An application of Kano's theory of attractive quality to recreational tourism

Abstract

Purpose

The aim of this paper is to understand the differences across various quality dimensions and how these contribute to experienced quality and satisfaction among users.

Design/methodology/approach

The study applies the Kano model of attractive quality to a destination (in this case a snowpark). The fact that the Kano model was used means that a quantitative approach was applied. In total 270 respondents responded to the survey instrument, which in turn was based on qualitative interviews.

Findings

The research shows the great importance of a destination that offers conditions that support specific goals or desired activities in order to achieve customer satisfaction. It also finds that the physical service environment has a major influence on customer satisfaction. Finally, the physical conditions seem to affect the destination's image to a greater degree than the interactions.

Practical implications

In order to create the most attractive offering, managers should focus primarily on the physical service environment.

Originality/value

The Kano model is widely discussed and well known. There are, however, very few applications for which the Kano model has been used, especially with regard to hedonistic services, the motivation for this study. The theoretical contribution of this paper is an extension of Brady and Cronin's model of what creates service quality. In this model, the location or place is added as an important construct for explaining the experience.

Citation

Högström, C., Rosner, M. and Gustafsson, A. (2010), "How to create attractive and unique customer experiences: An application of Kano's theory of attractive quality to recreational tourism", Marketing Intelligence & Planning, Vol. 28 No. 4, pp. 385-402. https://doi.org/10.1108/02634501011053531