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Visitor Satisfaction

As a service-orientated industry, tourism operators and destinations must continually strive to meet the demands and expectations of visitors for quality tourism products, experiences and services. Visitor satisfaction is determined by a combination of perceived value and quality, consumer expectations and actual experience. A visitor’s overall satisfaction will influence the likelihood of repeat visitation, extended length of stay, increased expenditure, enhanced yield and word-of-mouth referrals. Read more
As a service-orientated industry, tourism operators and destinations must continually strive to meet the demands and expectations of visitors for quality tourism products, experiences and services. Visitor satisfaction is determined by a combination of perceived value and quality, consumer expectations and actual experience. A visitor’s overall satisfaction will influence the likelihood of repeat visitation, extended length of stay, increased expenditure, enhanced yield and word-of-mouth referrals. Measuring visitor satisfaction is a key indicator of the performance of a destination and can assist in:

 

  • Providing a basis for future strategic planning for tourism development, recognising the need to align visitor perceptions and expectations with the development and delivery of appropriate products and experiences;
  • Identifying key gaps or areas for improvement in the tourism product / experience in the destination;

    Destination Management Tip

    State and National Tourism Organisations often use visitor satisfaction surveying to provide essential insights for destination managers.

  • Aligning industry operator perceptions of consumer value and the consumer's actual expectations in the delivery of tourism services;
  • Understanding differences in visitor expectations between different visitor markets or segments, including international and domestic visitors or individual niche market segments;
  • Identifying opportunities for value creation in the tourism offering and increasing yield in the destination;
  • Identifying key trends in visitor market expectations and demands;
  • Providing a basis for comparison of the destination to it’s competitors;
  • Identifying opportunities for leveraging key points of advantage through marketing and promotion;
  • Providing a quantifiable measure of a destination’s performance against its goals or Key Performance Indicators (KPIs);
  • Providing a quantifiable measure of a destination’s performance for funding and reporting requirements.

     

    Visitor satisfaction surveys, such as the Regional Visitor Monitor developed by Wellington Tourism and Tourism Research Australia’s methodology for benchmarking destination performance, are commonly used as a method to track and analyse visitor demands and expectations in a destination. The Visitor Attractions Satisfaction Benchmarking Project developed by the Sustainable Tourism Cooperative Research Centre developed the Importance-Performance Analysis Grid (as below) for assessing visitor satisfaction. The application of the model aims to bridge the gap between consumer expectations and experience delivery through understanding the importance of selected product / experience attributes with overall performance or satisfaction.


    Source: Modified after Matilla and James (1977), in Ritchie B et al, 2008 ‘Visitor Attractions Satisfaction Benchmarking Project’, Sustainable Tourism Cooperative Research Centre
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