The study aimed to provide a future vision for employing the house of quality (HOQ) approach to improve tourism companies' services and achieve sustainable competitive advantage from the tourists' point of view by improving the quality of services and achieving tourists' satisfaction by building a House of Quality Matrix. The study was conducted on a random sample of the tourists, their number reached (210), to extract results and test hypotheses. The statistical program (SPSS) was used, and then a proposal for the House of Quality was developed that can be used in tourism companies, and the design house analysis was used to design a model. The study offers scientific approaches to tourism companies as a tool of development in their practical procedures, And thus offers practical and applied information useful to both academicians and practitioners. The paper also tries to bridge the current service quality gap and adds to the relatively limited theoretical literature in this field.