Assessing visitors satisfaction about museum service quality using Kano model

Visitor satisfaction is considered as the main concern in museum services especially in the perspective of cut throat competition in the current situation of the tourism sector. Traditional approach assumes a linear relationship between visitor satisfaction and museum service quality attributes. That is, existence of specific quality attributes leads to visitor satisfaction and its nonexistence leads to visitor dissatisfaction. Although, only satisfying a few quality attributes is not sufficient to attain visitor satisfaction. Additionally, as contemporary approach the non-linearity correlation between service quality and visitor satisfaction is a much better concept for measurement of fulfillment of visitor satisfaction. In this context, Kano model has a different method that considers a two dimensional approach between service quality attributes and visitor satisfaction. This study aims to assess the visitors' satisfaction about museum service quality by using the application of Kano model. A survey study was performed among visitors visiting government freedom struggle museum in Meerut city of Uttar Pradesh province, India by using five dimensional HISTOQUAL scale that includes twenty four attributes. Findings of study indicated that out of twenty four attributes, majority of attributes belonged to must-be and attractive needs as classified by Kano model.