Identifying Critical Brand Contact Elements of a Tourist Destination: Applications of Kano's Model and the Importance-satisfaction Model

A destination brand comprises brand elements that lead tourists to form a brand impression of a destination. Based on a literature review, this study contributes to a model for exploring tourist destination brand contact experiences. The results from applying Kano's model and the importancesatisfaction model to a specific hot spring destination indicate that four types of contact elements can be identified as having different quality attributes. The contact elements related to staff's service efficiency, attitude and willingness of serving customers are identified as the critical brand contact elements for the tourist destination. Copyright (C) 2011 John Wiley & Sons, Ltd.