Article
Visual Methods: Using Photographs to Capture Customer Experience with Design
Cornell Hospitality Quarterly
(2007)
Abstract
Traditional guest feedback methods such as surveys or mystery shopping are not ideal for collecting information about customers' reactions to a hotel's physical design. Because design is a visual medium, survey questions may not capture the whole of a guest's reaction to the design. By the same token, the reaction of mystery shoppers to design is not necessarily representative of all guests. Instead, a photography-based approach allows guests to show managers and researchers what they consider to be the hotel's design highlights and failures. A pilot study indicated that guests took notice of design elements that signified that the hotel was being considerate of their needs, as well as providing a functional, high-quality environment.
Keywords
- Consumers' preferences -- Hospitality industry,
- Hospitality industry -- Research -- Methodology,
- Surveys -- Methodology,
- Consumer behavior
Disciplines
Publication Date
May, 2007
Publisher Statement
Copyright © 2007-2014 by Cornell University
doi: 10.1177/0010880407300410
Citation Information
Madeleine E. Pullman and Stephani K. A. Robson. "Visual Methods: Using Photographs to Capture Customer Experience with Design" Cornell Hospitality Quarterly Vol. 55 Iss. 2 (2007) Available at: http://works.bepress.com/madeleine_pullman/31/