Palma, from 23 to 25 October 2013
Celebrating and Enhancing the Tourism
Knowledge-based Platform: A Tribute to Jafar Jafari


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General programme, activity sheet

Thursday 24 October, 2013 13:10 to 13:30 Oral Communication
Tourist experience: The mission and customers
Speaker: Francesc Fusté Forné, Escola Universitària Formatic Barna - Universitat de Girona

Authors: Francesc Fusté Forné


Corporations in hospitality industry have to be succeeded in creating experiences for each of their customers if they also want to succeed in a global world with growing competitiveness. This requires having a direct relationship with consumers and knowing their behavior trends. The hypotheses of this research are: a) the more knowledge there is in relation to satisfaction questionnaires procedures and their usefulness in connection to continuous improvement, the more identified feel employees, and b) the more identified feel employees, the more satisfied feel customers and a higher proportion of these are willing to fill satisfaction questionnaires. The objective is to verify these assumptions through a comparison between Spanish hotels, and demonstrate that in terms of success the more important to the hospitality companies is the quality and management of the relationship between the hotel and the customer. The method used is based on collecting data from face-to-face interviews with Spanish hotels staff, even at both basis and executive level. One way to get feedback from customers is through satisfaction questionnaires to try to know everything about guests: how they behave, think, plan, act, what they do and what they take in account before, during and after the holidays. But is this feedback efficient? How is data obtained used? Are the therefore actions carried out consequent? For this reason, the staff is the focus of the research: do employees have the right expertise and experience? Do they know the procedure in relation to satisfaction questionnaires? And do they know the mission of the company? Since employees are those who are in direct contact with customers and those who transmit the philosophy of the organization. Therefore, is it applicable to the cases studied the sentence that affirms that “to provide a quality service implies that the last of our employees can respond satisfactorily to the requests of the best of our customers”? The issue will be analyzed in a bigger sample henceforward, in a second phase of the research. Experience economy projects represent a source of effective communication, which added to the uniqueness of the establishments, have to allow customers to be the main characters of the story, their stay. Experience economy applied to the hospitality industry can be an economic instrument that with the ultimate goal of achieving customer satisfaction is also an instrument to improve profitability and the gradual consolidation of the brand image of the corporations. The responses obtained in this analysis confirm that it is essential to obtain and maintain updated information on the behavior and ideas of guests. Moreover, the higher is the degree of identification of employees with the corporate mission, the most perfect fit there is also between the know-how of the establishment and the identity of clients.
Session 2 – Tourism experiences
Place: Room SB03

Other activities in Session 2 – Tourism experiences
12:30 h. to 12:50 h.Oral Communication

The Tourist Experience: A Conceptual Framework

Speaker: Natalia Tur, Universitat de les Illes Balears
12:50 h. to 13:10 h.Oral Communication

Multi-sensory tourist experiences

Speaker: Jens K. Steen  Jacobsen, University of Stavanger, Norway