Marketing & Sales for Tourism Assessment

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This analysis provides insights into how the researchers found these factors, and what their implications are form a hospitably and resort marketing standpoint.

Study Findings

The study found the SERVQUAL dimension of reliability to be the most significant in explaining the variance between hotel and resort guests' expectations vs. experiences. The series of reliability factors delivered an eigenvalue of 8.874 and explained 22.754% of the variance in expectations vs. experiences of hotel and resort guests (Thanika, 2004). Breaking the reliability factor down further, the six most important elements were the responsiveness of the hotel staff, the hotel staff keeps commitments quickly and thoroughly (this shows they respect the guests (Thanika, 2004)), and also make helped recommendations to guests. Assurance factors delivered an eigenvalue of 3.325 and explained 8.526% of the variance between expectations and experiences. Extra room amenities factors delivered an eigenvalue of 2.354 and explained 6.037% of the variance between expectations and experiences.

Study Conclusion

This study of a series of five Mauritius hotels show that it is responsiveness and reliability that matters most in defining and excellent customer experience. The guests are choosing which hotels they will return to based on the treatment they are getting from the staff, specifically how members of the hotel make and keep commitments and manage tasks. The guests are particularly impressed when a staff member will commit to get a task done and then quickly completes it, this is evident in the high eigenvalue rating for reliability (Thanika, 2004).

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The study also shows that hotels must continually work to create a sense of owning the customer experience on the part of each staff member, if their hotels and resorts are to succeed over time.

Study Implications

This study amplifies the need for a hotel or resort to continually strive to learn new techniques for listening, responding to, and engraining a culture of responsiveness and accountability into their operations. The customer experience is the "product" that these hotels and resorts on Mauritius are selling. Training on these aspects of customer service, including the continual focus on measuring customer SERVQUAL scores through dashboards, will elevate the reputation of the hotels and reports on Mauritius as a result. The bottom line is that it is all about the customer experience -- that is the value these hotels and resorts are delivering. All training, systems, processes and procedures need to revolve around this point.

Study Limitations

There are several significant limitations to this study. First, it is isolated to just the Indian Ocean, and to be more representative of global implications, locations across other nations would need to be taken into account. Second, the cultural variations across guests have not been taken into account. Using a relatively simple coding of nationality and indexing nationality to the Hofstede Model of Cultural Dimensions would have helped to mitigate any variation due to this point as well. Third, this study only represents a given point in.....

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