관광커뮤니티 서비스품질 평가지표 개발: 혼합연구방법론 적용

This research aims to investigate the service quality evaluation index for tourism communities and establish a sustainable tourism communication business quality management model. To achieve this, Focus Group Interviews (FGI) and the Analysis Hierarchy Process (AHP) were employed to derive and analyze the evaluation index for tourism community service quality. The FGI results indicate that the service quality evaluation index for tourism community businesses encompasses various aspects, including room facilities and services, food and beverage facilities and services, customer interaction, the environment and atmosphere, local tourism programs, local sentiment sharing, and tourism community governance. Subsequently, AHP analysis was conducted to determine the relative importance and priority of these evaluation indexes. The findings reveal that the following priority ranking, in descending order of importance: sharing regional senti ment, local tourism programs, the environment and atmosphere, tourism community governance, room facili ties and services, customer interaction, and food and beverage facilities and services. The academic sig nificance of this study lies in the development of service quality evaluation indexes and the identification of relative priorities and importance through the application of a joint research method. In terms of practical implications, the tourism industry should develop content and programs that enable tourists to experience the local culture, establish governance that can create a socially responsible and clean environment, and introduce a service quality management system to ensure sustainable operation.. Based on the results of this study, it is expected that local tourism communities will enhance service quality, improving business competitiveness and ocal tourism accommodations. These efforts will contribut to providing tourists with novel tourism experiences and high-quality services and facilities.