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This paper provides a systematic review of the Kano model in the tourism sector. The first research objective is to identify the fields under the tourism sector utilizing Kano’s customer satisfaction model. The second goal is to study the application of the Kano model along with other methodologies for quality improvement in the tourism sector. 36 selected articles published in peer-reviewed journals between 2003 and 2018 were systematically reviewed. Non-linear quality constructs were identified from different tourism sectors such as accommodation, attraction, food services, outdoor recreation, transportation, and travel &amp; trade. The empirical study was found to be the most popular approach; Taiwan published most of the research in the field, followed by the USA, UK, Saudi Arabia, and India. The study will enable managers, marketers, and policymakers to recognize customer needs, enhance service quality, and develop sustainable tourism growth strategies. The paper highlights the non-linearity of service quality attributes in the overall tourism sector – an attempt that has not been made hitherto.

Kano Model Application in the Tourism Industry: A Systematic Literature Review