Document Type
Journal Article
Keywords
hospitality, service quality, relationship, guest questionnaire
Publisher
Florida International University
Faculty
Faculty of Business and Law
School
School of Business
RAS ID
15948
Abstract
This paper examines the reliability and efficacy of hotel guest e-mail questionnaire compared to the paper questionnaire in the Asian Pacific context. Conducted in Perth, Singapore and Penang, cities with mature hospitality and tourism industries and a representation of chain and independent deluxe hotels, this exploratory qualitative study examines hotelier views of e-mail guest communication derived from content analysis of guest questionnaires format and content and in-depth interviews with senior hoteliers. The findings indicated that e-questionnaires manifested as e-mails, as a direct replacement of the paper questionnaire, appear to be premature given divergent hotelier views and shortcomings in email response administration. If properly executed, e-mail can play an increasingly important adjunct role to the paper guest questionnaire as a part of a multi-channel approach. The balance/relationship between ‘high tech’ and ‘high touch’ needs to be maintained: the latter can enhance the latter but should not undermine it.
Access Rights
free_to_read
Comments
This is an Author's Accepted Manuscript of: Ogle, A., Henley, N., Rowe, M., Jongeling, S., & Fanning, S. (2013). Hotel guest e-questionnaires: implications for feedback and relationships. FIU Hospitality Review, 31(2), 66-81. Available here