Requirements of Tourists Satisfaction from Urban Facilities and Services, Case Study: Shahrud City

Consumer satisfaction in tourism is strongly influenced by the provision of services, the appearance of the product and the personality and reputation of the tourist destination. In this regard, the present article was compiled with the aim of identifying and prioritizing the requirements of tourists' satisfaction with urban facilities and services and in a descriptive-analytical method. Data collection was done in a library and field method through a questionnaire. The statistical population of the research included the tourists of Shahrood city that due to the unlimited statistical population of the research, 114 people were selected as a statistical sample and the questionnaires were randomly distributed among them. Cronbach's alpha coefficient was calculated to be 0.81 for positive questions and 0.72 for negative questions. Kano model was used to analyze the data. The results indicate that among the basic requirements, the factor of safety of tourism environments make greatest dissatisfaction and the factor of parks and natural spaces make least dissatisfaction if they don’t supply. Also among the functional requirements, the factor of cleanliness of urban areas and tourism make greatest dissatisfaction and the factor of Lighting engineering of urban areas and tourism make least dissatisfaction if they don’t supply. In this regard, among the motivational requirements, the factor of cultural services and facilities make greatest satisfaction and and the factor of tourism companies and tour guides make least satisfaction if they supply.