06cfe0a2-b3d8-4392-a3b0-6513c31aeca220210210102407725wseamdt@crossref.orgMDT DepositWSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS1109-952610.37394/23207http://wseas.org/wseas/cms.action?id=4016211202021120201710.37394/23207.2020.17http://wseas.org/wseas/cms.action?id=23182Applying the Quality Function Deployment Method to Tourism’s Industry AnalysisXieHeSchool of Management, Fujian University of Technology, Fuzhou, ChinaChe ChangChangBusiness Administration Dept., Huashang College Guangdong University of Finance and Economic, Guangzho, ChinaTourism has become a leading modern service industry. Unfortunately, there are few studies focusing on consumers' perception and acceptance as well as the impact of service quality on tourism consulting. Besides, there has been no investigation of this industry service using two-dimensional gaps, along with importance and performance analysis along with quality function. This study applied the PZB service quality gap model to extend SERVQUAL to design a questionnaire. Through service quality gap analysis and IPA model presentation, it was found there are five projects in the fourth aspect, and priority should be given to the improving "travel planning", "agent's responsibility", "agent's executive ability", "unique style" and "professional travel host". In the hierarchical analysis, the weights of "agent's responsibility" and "unique style" were 0.34 and 0.3, respectively. In the quality house section, interviewers explored the correlation between quality technology execution projects and customers' needs, and obtained absolute weights. They found that "skill knowledge" and "creative idea" were above 4.0, while the "original knowledge" had the lowest absolute weight. Finally, this study provides implementation methods for assessing resource utilization and improving service quality, to enhance the competitiveness of tourism agent entrepreneurs.582020582020436440https://www.wseas.org/multimedia/journals/economics/2020/a845107-957.pdf10.37394/23207.2020.17.42http://www.wseas.org/multimedia/journals/economics/2020/a845107-957.pdfWang Zijun (2013). Foreigners'interpretation of the National Palace Museum key service quality attributes - Kano model and IPA application. Mingchuan University, Taipei City, Taiwan Li Qilin (2014). The application of two-dimensional quality model and IPA in the study of service quality of tire manufacturing industry - Zhengxin tire as an example. National Huwei University of Science and Technology, Yunlin County. Zhong Chengyou (2014). Research on the Improvement of Service Quality of Medical Logistics Center - Taking a Medical Center System in Central China as an example. National Huwei University of Science and Technology, Yunlin County. Su Jiaxian (2017). The service quality and performance of convenience store industry are discussed by using IPA model. Journal of Tourism and Leisure Management, 5 (2), 101 - 112.5. Han Huilin, Wang Guimin, Chen Yingru, Chen Silian, Cai Yingti and Binghao (2015). QFD was used to evaluate the quality and decision-making of nursing service for the elderly. Journal of Crisis Management, 12 (2), 23 - 34.6. Han Huilin, Liu Yongsong, Chen Yuxuan, Chen Yujie, Xu Tingyu and Zhuolong (2017). QFD is used to explore the quality of University Students'foreign tourism service. Journal of Crisis Management, 14 (2), 65 - 76.7. Zhang Weixiong and Lin Ziyao (2016). Applying IPA model to discuss the service quality of fitness club - Taking Y fitness club in Kaohsiung as an example. Sports and Health Research, 5 (2), 17 - 44. 10.1177/002224298504900403Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (4), 41-50. Parasuraman, A., Berry, L. L. & Zelthaml, V. A. (1994). Alternative Scales for Measuring Service Quality: A Comparative Diagnostic Criteria. Journal of Retailing, 5 (11), 201-229.Plymire, J. (1991). Complaints as opportunities. Journal of Consumer Marketing, 8, 39-43.Sandelands, E. (1994). Designing for Customer Satisfaction, Management Decision, 32 (5), 37-38. 10.1016/0022-4359(94)90013-2Taylor, S. A. & Baker, T. L. (1994). An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers'Purchase Intentions. Journal of Retailing, 70 (2), 163-178.