Page 217 - Tourism The International Business

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In evaluating visitor satisfaction, one would classify and analyze the types of complaints received, or one could
ask tourists a list of questions that develop answers from which conclusions can be drawn.

Exhibit 80: Are tourists satisfied? (Courtesy
New Zealand Tourist & Publicity Office.)

The steps involved in designing a survey of visitor satisfaction follow:
• determine objectives of survey

• determine survey procedure
• design questionnaire
• test questionnaire
• design and select sample of persons to be interviewed
• conduct the interviews
• code and tabulate the questionnaires

• analyze the results
• prepare report of recommendations
Probably the most important point to be made is that evaluations should be performed repeatedly to offer
continuity of information. Providing reliable data over a period of time allows comparisons with previous
evaluations and makes the evaluation process a continuous one.
Remember too, that as you are evaluating visitors services, the visitors themselves are doing their own

evaluating based on how they perceive your community and its attractions, your approach to tourism development,
the manner in which you manage and provide service for visitors, and the satisfactions they have received during
their visit.
Watch them, listen to them, and respond to what they want and like. They will talk to others about your
community, and what they tell others will depend upon how well the visitor services program operates. Make it a
good one!

Study questions
➢ What are the four phases of leadership development in the organizational process?
➢ What are the leadership roles where there is:

➢ (a) a separate tourism organization or one that functions as part of the chamber of commerce?

Tourism the International Business 217 A Global Text