Are we emphasizing the right benefit mix to the right people? Which service issues have the greatest impact on your customer’s satisfaction?
Associations, hotels, theme parks and CVB’s use market research to optimize the development of brand identity because the competition for tourism dollars is intense. Hospitality professionals know that they should strive to create a well-defined set of features, meanings and outcomes associated with their destination or product. This strategy will augment a perception among guests and travelers that if they visit a destination, their marketing-created perceptions will be satisfied. Consequently, customer satisfaction and perception surveys allow your management team to gauge the overall success of your marketing strategies and make improvements when needed. The end result is a better understanding of the customer experience.