Evaluating and improving the destination image through QFD-AHP integrated method: example of Cappadocia

Abstract

This study evaluates the Cappadocia region's destination image with AHP and KFG integrated method and determines how to improve the destination image. First of all, the Cappadocia region's destination image elements were listed by tourism industry experts according to their importance weights. The activities targeted at improving the destination image were ranked according to their importance. Destination image elements and remedial activities were associated, and the "Conducting national and international promotion," activity was the most important activity. As it is known, AHP, which is one of the multi-criteria-decision-making methods, is a powerful method that allows subjective judgments to be digitized and converted into objective evaluation criteria. The KFG method is a systematic approach that can define customer requirements using quantitative and qualitative techniques and transform them into measurable product and process parameters. In this sense, destination image elements' effective inclusion in decision mechanisms emphasizes this study's importance.