Improving Tourism & Travel: Application of CTQ Matrix & SQC

This report provides an analysis of tourism and travel operations using the CTQ (Critical to Quality) matrix and SQC (Statistical Quality Control) methods. The analysis utilizes Ms. Excel to examine a CTQ data file, focusing on factors like guest room cleanliness, man-hours per occupied room, direct expenses, check-in speed, and multi-night stay rates. The report discusses the benefits of using a CTQ matrix, including identifying key methods, sub-processes, and root causes of variations. It also explores how CTQ trees can enhance customer service by identifying critical requirements, quality drivers, and performance requirements. The analysis indicates that all variables are currently in control, and the report suggests further investigation with more experimental factors and larger sample sizes to pinpoint specific root causes of service irregularities. Ultimately, the report emphasizes the importance of data-driven investigations and controlled processes for maintaining and improving service quality in the tourism industry, supported by references to relevant resources.

Running head: TOURISM AND TRAVEL
Tourism and Travel
Name of the Student:
Name of the University:
Author’s note:

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Table of Contents
Reflection: -................................................................................................................................2
References:.................................................................................................................................7

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Reflection: -
According to the research study in this topic of tourism and travel, some hidden facts
and patterns are found and discussed. Ms. Excel is used to analyze the CTQ data file. The
control charts are constructed for performing specific patterns of the chosen five factors such
as Guest Room Cleanliness, Man Hours per Occupied Room, Direct Expense per Occupied
Room, Check in Speed and Take Rate of multi-night stays in percentage.
To find further interpretation, Minitab and TQM software could be utilized. In the real
world, the most crucial method is to accomplish the analysis of the profit and expense
balance. SQC methods and CTQ matrix would help to distinguish the critical aspect of the
quality processes and CTQ matrix would help to develop the possible measures that are to be
taken with respect to corresponding variable or variables. CTQ matrix mainly discusses about
the customer requirements and service providing of the management.
All the variables are found to be in control. Hence, the root cause of the issue was not
exactly found. Control charts indicate the exact fluctuation of the sampled dataset. The data
samples are experimented both in base line and implementation period. Some of the critical
requirement trees (CTQs) for guest incorporation could have been tabulated as-
Assessment of customer Major Issues Critical requirements
Bad and slow room service A. Attentiveness
B. Responsiveness
C. Schedule of shift
Food and cleanliness service
delivered within right time limit.
Supplier Service Method Output Consumers
Hotel employee Food order
Cleaning order
Order of
Accept the order
of delivering
food, optimising
A. Food
B. Expense
1. Hotel
customer

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expenses the direct
expenses and
maintain the
cleanliness
C. Cleanliness
D. Take rate of
multi night
stay
E. Man hours per
occupied room
2. Guests
The benefits that are accounted due to analysis of CTQ is –
1. CTQ matrix enlists all the methods, stages and output variables.
2. It assists with root cause analysis and identifies hidden facts.
3. It permits the better opportunities how the process is currently being performed.
4. It is a living document that may transform the improvement of learning.
It is learned by the CTQ model that when new products and services are being developed,
quality is crucial not only for satisfying clients, but also for supporting our stand out from our
competitors. With the help of CTQs, a product or service can be delivered with genuine
pleasure. Hence, we learned that CTQ tree helps to enhance customer service. The stages of
step-by-step method for establishing a CTQ tree are –
a) Detecting the critical requirements: Perceptual Technique is a useful technique for
detecting the critical needs.
b) Identifying the quality drivers: Tools such as Kano analysis and the Five Product
Levels identify the product features that would overwhelm the customers.
c) Identify the performance requirements: USP analysis and the Core Component
analysis would help to identify the performance requirements alongside CTQ trees for
enhancing products for customers outside the organisation.

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Figure 1: An example of CTQ tree of hotel maintenance
The assessment of analysis of CTQ matrix is-
A. Key methods and sub-processes of major activities are discovered.
B. Customer and suppliers could be documented how the process is operated.
C. Process boundaries and parameters are frequently reviewed.
The root cause of the variation of defect is analysed in the way that-
Defects are the outputs of a methodical step. Outputs are processed and involve the
failure mode of the process. The factors and sources behind process variation are identified.
The preliminary aim is that the factors must be under control to prevent defects. Therefore,
the factors must be under control for reducing defects. The process under control is always
preferable.
There are learned from the operating procedure that-

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1. The factors that could be controlled and monitored.
2. The occasions when the factors the verified in two steps.
3. The consistency of are the factors and variables.
4. The values of the factors are optimised.
5. The variation is present around the target value.
6. The application of standard operating procedures
7. The standard operating procedure optimisation
(Source: Critical to Quality (CTQ) Trees, 2018)
Data-driven investigation determines the actual factors causing condition of the
problem. After all, the dataset may have more experimental factors. The analysis would have
been more meaningful. The other factors reflecting service of the tourism would have shown
the sample of out of control. Then, that or those factors could have been considered as the
root cause of irregularity of hotel service. In this current analysis, no proper root cause is
found.
More of it, more samples of each observed data in both baseline period and
implementation period would have help to eliminate the out of control function. Therefore,
the main cause of irregularity could have been found. However, the variables show variations
in the different stages of the experiment.

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References:
Critical to Quality (CTQ) Trees: Translating Broad Needs to Requirements. (2018).
Mindtools.com. Retrieved 16 February 2018, from
https://www.mindtools.com/pages/article/ctq-trees.htm