Faculty of Regional and Professional Studies
School of Business (RPS)
This paper explores the traditional pen and paper hotel comment card (HCC) from the guests’ perspective to gain an insight and to improve its effectiveness. The HCC has long been the predominant method of soliciting guest feedback. Although electronic methods of collection are now available the HCC has a sense of familiarity, has general acceptance, and is widely employed. Initially, a literature review of the hotel comment card is provided. Then, the study explores how frequent guests categorize HCC attributes. These attributes are then extended to include evaluation criteria identified in the literature and desired by hotel managers. The extended evaluation criterion is then used to explore how frequent hotel guests believe that future HCCs may motivate guests to provide feedback and assist in the co-‐‑creation of value. The overall finding is that the HCCs design and execution can be improved.