Özet:

The aim of this study is to evaluate the service quality in the tourism sector and to determine the prior expectations of the tourists regarding the service quality, as the consumers. The QFD-AHP integrated method was used in this study which deals with the service quality of the Göreme Open Air Museum and initially the expectations of the visitors of the museum were ranked according to their importance. Then importance ranking of the technical requirements of the museum were found. Expectations of the visitors and requirements of the museum were correlated and the expectations related with empathy were found to be of first priority. It was concluded that the museum officials and the guides should take further responsibilities in order to meet these expectations. Finally limitations of the study were mentioned and some suggestions were made for the future research

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