Let’s Benchmark!
US
TRY
LOBAL T G E OU H T
R
M S I
A
COUNTRY THAT BASES A LARGE PART OF ITS ECONOMY ON TOURISM must concentrate on one thing above all else: customer satisfaction. The art of tourism has morphed into a science in its own right; countries spend millions of dollars on studies of all kinds with the goal of improving their hospitality industries.
16
RESEARCHERS HAVE COME UP with ways to satisfy customer wants and needs, with widely differing results between countries, and even within them. However, all studies find that at least one thing is common to all coun-
Issue 10 - OCTOBER 2015
I
tries and tourist venues: customer satisfaction cannot be gauged by a single attribute. Measuring and affecting the level of satisfaction is a complex undertaking requiring multi-faceted objective and subjective measurement
D N
criteria. The difficulty of the task, however, is no reason for a country serious about promoting tourism to back away from the endeavor. If a country wants to be counted in the top tier of tourist destinations, it is necessary to con-