Understanding Guests’ Dissatisfaction
Delivering Tourism Intelligence
ISBN: 978-1-78769-810-9, eISBN: 978-1-78769-809-3
Publication date: 8 November 2019
Abstract
Organizations often view current market situations from the customers’ viewpoints. To do so, they face an incredibly vast volume and variety of data. Data visualization makes huge amounts more accessible and understandable and helps to communicate complex information more accurately and effectively. This chapter discusses how to utilize user-generated data in the tourism industry to enhance the customer experience through data visualization tools. Five analysis tools are used to identify the factors that contribute to hotel guests’ dissatisfaction in five top city destinations. Identifying and eliminating dissatisfaction is the first step in enhancing the quality of the experience and in fostering loyalty in the long run.
Keywords
Citation
Heo, C.Y., Kim, B. and Drapé-Frisch, L. (2019), "Understanding Guests’ Dissatisfaction", Delivering Tourism Intelligence (Bridging Tourism Theory and Practice, Vol. 11), Emerald Publishing Limited, Leeds, pp. 125-142. https://doi.org/10.1108/S2042-144320190000011011
Publisher
:Emerald Publishing Limited
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