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Hotel Guest e-questionnaires: Implications for Feedback and Relationships
Hospitality Review
  • Alfred Ogle, Edith Cowan University
  • Nadine Henley, Edith Cowan University
  • Michelle Rowe
  • Sybe Jongeling
  • Stephen Fanning, Edith Cowan University
Program Web Address
/www.ecu.edu.au/schools/marketing-tourism-leisure/overview
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 inPerth,SingaporeandPenang, 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 e-mail 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.

Publication Date
11-1-2013
Citation Information
Alfred Ogle, Nadine Henley, Michelle Rowe, Sybe Jongeling, et al.. "Hotel Guest e-questionnaires: Implications for Feedback and Relationships" (2013)
Available at: http://works.bepress.com/alfred_ogle/4/