Abstract:

This paper brings attention to the importance of using strategic tools for analyzing the innovation and improvement of value to consumer by addressing the strategy of quality in agritourism, with decisive impact on local rural economy and, with direct impact of increasing quality of life of people. The study combines Kano's Two-Dimensional Model with Quality Function Deployment to examine the requirements, expectations and customer satisfaction of rural tourism in Maramures, Romania, reported to the demands of sustainable development. The study was conducted in 24 locations of agritourism in the region of Maramures, Northwestern Romania, area renowned for its picturesque views, intensive use of agricultural production/ products, but also for preserving traditions, with the most organized agritourism activity in the country. Through the construction of the "House of quality", prioritizing customer needs and linking them with the technical requirements that reside in the context, the results of the study highlight elements which generate innovation and improvement of value to consumer; these are focused on identifying critical areas of consumer voices related to the implementation of quality functions of products or services. The main competitive advantage is based on increased consumer demand for sustainability and uniqueness. The method used in study is a useful tool for entrepreneurs, organizations, local authorities, or policy-makers, to the foundation of new strategies that support sustainable tourism in particular agritourism in the region of Maramures, Romania.