Let’s Benchmark! stantly study, evaluate, and improve this nebulous but vital thing called customer satisfaction.
CUSTOMER SATISFACTION
Voltaire said, “If you wish to converse with me, define your terms.” We’re not going to get into a deep philosophical discussion here, but it is necessary to understand what we mean by customer satisfaction. This term, for our purposes, simply refers to the outcome on behalf of the customer of an interaction between that customer and a service or product. The definition necessarily infers that there must be an emphasis on the personal link between the service provider and customer. The hospitality model must also ensure that it emphasizes the customer/service provider relationship in a manner that promotes the highest quality service, and at the same time maintaining the destination’s authentic local identity. Now that we understand what customer satisfaction is, we can ascertain what factors lead to obtaining it at a level that makes your customers want to return year after year. Let’s look at them one by one.
TRANSPORT
One cannot place too much importance on the region’s transport in creating a vital tourist destination. An efficient and effective transportation system is a basic requirement to make a beautiful city a destination. No matter how ancient and historic a city may be, easy access to its interesting sites is necessary, and that means safe, well-maintained networks of vehicle roads, or at a minimum, a good light rail or bus network should be easily available to visitors. It should be noted also that tourism has led to development of quality and quantity of transportation systems, while at the same time better transportation has led to an increase in tourism. Improving and increasing transport choice, including the all-important availability of airports
to facilitate convenient international tourism should be seen as an investment, not an expense, that will generate a positive return.
ACCOMMODATION
Following close on the heels of transport in importance to tourism customers is accommodations. This covers a wide spectrum of types of facilities. In addition to the standard hotel, there are bed-and-breakfasts, timeshare and rental condominiums, conference centers, motels, campgrounds, and now, shared homes arranged through internet sites. While their primary purpose is to provide a place where the tourists can stay overnight, they can be so much more than a ceiling and four walls. Along with the physical building, also required are a bevy of well-trained staff who can ensure that your guests’ needs are met. The complete role of accommodation is to provide a facility for overnight stay that will turn simple travel into a memorable journey. The availability of accommodations suitable to the tourist’s desires can be the factor that makes the tourist decide for or against the destination.
FOOD
All services that are related to this attribute play a crucial role in tourism. Cuisine will vary widely depending on the destination and the prevalent culture or cultures. And don’t discount the service operations, which are just as important as the food and beverage selection. To meet a high standard of food and beverage service requires a tremendous behind-the-scenes effort provided by trained and talented staff. And food service is not just about the food and drink, but just as importantly their presentation: colors, place settings, menu design, plate presentation, service style, and all factors that generate the ambiance that makes dining so much more than just “eating.” It’s no secret that the entire culinary experience is one of the prime motivators when it
comes to travel and tourism.
SAFETY AND SECURITY
Even before the tourist considers whether he or she had a satisfactory tourism experience, they will take into consideration safety and security of the location before even deciding to visit. Even if all other attributes are running like a well-oiled machine, if the destination is not considered safe, no other factors will even come into play. Further, it is well to remember that perception is as important as reality. Once a location develops a reputation for poor tourist safety, even if the situation is exaggerated in the media or has improved from some time in the past, unless marketing efforts change the perception of the public, for all intents and purposes, the level of safety remains the same in the eyes of potential visitors and will drastically reduce tourism.
ENTERTAINMENT AND NATURAL ATTRACTIONS Museums, architectural ruins, and quaint shops are all popular tourist sights, but available entertainment venues are just as important for a well-rounded tourist destination. Historic locations can easily accommodate opera and ballet houses or theatres, which benefit from the ambiance of “old world charm.” In planning entertainment venue locations, it is important to consider location and whether the type of entertainment fits in the area. A nightclub, for instance, may not be a good fit within an ancient historic district. It may, however, be perfectly appropriate elsewhere and contribute handsomely to the economic well-being of the tourist venue overall. Natural or ancient architectural attractions may also be considered within the entertainment realm. Cultural festivals are also popular among a not insignificant percentage of the world’s millions of tourists. Planning and an eye to the atmosphere of individual areas within a city or other tourist
Issue 10 - OCTOBER 2015
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