Kano Model Categorization Methods: Typology and Systematic Critical Overview for Hospitality and Tourism Academics and Practitioners

The Kano model has been widely applied in multiple disciplines, particularly in product or service development and optimization. Although the original categorization framework remains the most applied, modifications and new approaches have recently been developed. Yet, most of the hospitality and tourism studies continue to use the original Kano method when newer and superior methods are available. The new categorization methods also have flaws, which academics and practitioners should be aware of. The present study uses a systematic literature review approach to provide a comprehensive synthesis and critical analysis of the existing Kano model categorization methods structuring them in groups based on categorization procedures and pointing to the strengths, weaknesses, and fit of each method. The manuscript aims to provide the most current systematic roadmap and “how-to” of the existing methods. It also points to the existing knowledge gaps and directions for future research.