Tourism Management and Customer Satisfaction

This assignment delves into the critical factors influencing customer satisfaction within the hotel industry. It examines the role of Human Resource Management (HRM) practices, leadership styles, and service quality in shaping customer perceptions and experiences. Students are expected to analyze academic literature, drawing on relevant research studies and case examples to understand the complex interplay between these elements and their impact on overall customer satisfaction.

Hospitality and
tourism to be
research in Valencia
Spain

Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................1
1.1 Overview of the research......................................................................................................1
1.2 Back Ground of the Research...............................................................................................1
1.3 Significance of Research.......................................................................................................2
1.4 Research Aim........................................................................................................................2
1.5 Research Objective................................................................................................................2
1.6 Research Questions...............................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................2
2.1 Different ways by which firm can achieve customer satisfaction.........................................3
2.2 Factors that hamper the satisfaction level of tourist currently in Valencia..........................4
2.3 Importance of tourist destination with hospitality industry..................................................4
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................4
3.1 Types of investigation...........................................................................................................5
3.2 Research Design....................................................................................................................5
3.3 Research approach................................................................................................................6
3.4 Data sampling........................................................................................................................6
3.5 Ethical Consideration............................................................................................................6
CHAPTER 4: DATA ANALYSIS..................................................................................................6
CHAPTER 5: CONCLUSION AND RECOMMENDATION ....................................................15
5.1 Conclusions.........................................................................................................................15
5.2 Recommendations...............................................................................................................16
REFERENCES..............................................................................................................................17

TOPIC- “To determine the effectiveness of achieving tourist satisfaction in Hotel industry. A
case study on Eurostars Rey Don Jaime Hotel in Valencia Spain.”
CHAPTER 1: INTRODUCTION
1.1 Overview of the research
In today's business environment, satisfy the needs and fulfil the requirements of
customers is very essential for an organisation. Without this an enterprise cannot survive in
market. One of the main benefit of satisfy the needs of customers is that it provide competitive
benefit to firm and provide various long term benefit (Bornhorst, Ritchie and Sheehan, 2010).
Sector of tourism is the one which is growing on a fast speed and increase number of tourist in
various tourist destinations has open a way for hotels to offer them unique services and generate
large number of profits. Valencia is on east cost of the Spain. It is a biggest city and magnificent
place and this kind of city provides combination of sun, beach with attractive Valencia beach
villas. Eurostars Rey Don Jaime hotel is situated in Valencia the hotel has 10 events rooms for
more than 200 people. Services offered by hotel are appropriate for training courses, seminars,
conferences and business meetings. Further, hotel offer an effective food services that are
appropriate for lunches and dinners. Number of places are there in this city which attract large
number of visitors every year and effective services offered by Eurostars Rey Don Jaime hotel
influence number of people to visit there.
1.2 Back Ground of the Research
Growth and success of tourism sector is mainly depend on satisfaction of tourist. Every
industry involve in tourism sector do various efforts to fulfil the requirements of visitors as this
encourage them to visit again. Valencia is the third biggest metropolitan area in Spain with a
range of population from 1.7 to 2.5 million which is based on metropolitan area. Under this city,
there are many different attractive destinations which provide the satisfaction to consumers in an
effective manner. Further services offered by Eurostars Rey Don Jaime hotel influence large
number of tourist to stay there. To achieve success and growth, it is very necessary for hotel to
serve customers in an effective way (Chand, 2010). All this make the experience of tourist a
better one and at the same time motivate them to visit again.
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1.3 Significance of Research
It is a necessary part of research report because it provides importance of research. This
research is based on determine the effectiveness of achieving tourist satisfaction in Hotel
industry. One of the main benefit of satisfied customers is that it ensure long term survival of
firm and also offer competitive benefit to firm. Further this enhance profits and sales of
enterprise and contribute in growth of firm as well. With the help of satisfying needs and wants
of tourist in an effective manner, hospitality sector will be developed and its profit level will also
be increased (Deng, Yeh and Sung, 2013). Travel and tourism is a largest industry and also
most necessary sector in all over the world. Services offered by hotels plays a big role in overall
experience of customers and affect their decision of travel. Hotels play a big role in satisfy the
needs of customers during their travelling. It is very important for hotels to offer effective
accommodation facilities, clean rooms, facility of online booking and many more. One of the
main reason behind this research is to determine the effectiveness of achieving tourist
satisfaction in Hotel industry.
1.4 Research Aim
Aim of this research is “To determine the effectiveness of achieving tourist satisfaction in
Hotel industry. A case study on Eurostars Rey Don Jaime Hotel in Valencia Spain.”
1.5 Research Objective
 To identify the major ways to achieve tourist satisfaction in Hotel sector.
 To ascertain the main elements that hamper satisfaction of tourist.
 To examine the effectiveness of tourist destination in tourist satisfaction.
 To recommend the ways through which hotels can enhance the satisfaction of tourist.
1.6 Research Questions
 What are the major ways to achieve tourist satisfaction in Hotel?
 What are the main factors that hamper satisfaction of tourist?
 What is the effectiveness of tourist destination in tourist satisfaction?
CHAPTER 2: LITERATURE REVIEW
Under this, there is a need to a researcher to carried all information in a retailed manner
regarding data which is published through various sources and it included information and data
which is mainly collected from the secondary source. In order to collect data there are two main
sources which helps in providing relevant and accurate information related to research topic.
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This section of research is very valuable for researcher so that it can easily measure topic of
research which will be helpful in achieving success in a better form. Under this, there is a
perspective taken of different authors as well as writers.
2.1 Different ways by which firm can achieve customer satisfaction
Satisfy the needs of customers is very important for every enterprise as these are the only
profit makers of firm. In case of tourism sector fulfil the requirements of visitors is very
important for maintain the number of tourist and to achieve set goals and objectives. For make
the experience of customers a better one, it is very essential that there should be basic facilities at
tourist destination as this encourage them to visit again. In context to this, Valencia Spain city
has many attractive places which provides the better experience to people in an effective manner.
Hotels are the one which play a effective role in overall experience of tourism. Hotels which
offer effective services to visitors at affordable prices attract large number of visitors and at the
sane time achieve customer satisfaction. Zopiatis, 2014 concluded that satisfaction of customers
increase profits of firm and at the same time ensure its long time survival. Main aim of every
business enterprise is to examine the various factors that affect the satisfaction level of
customers. This can be better understood by carry out analysis related with customer
satisfaction. In this way, firm can better satisfy the needs of its customers. Various ways or
methods are there through which hotel can satisfy the needs of its customers and this can be
better understood by following points: Treat visitors in effective manner: For achieve satisfaction of customers, it is very
essential for hotel to treat all customers in an effective manner. Employees of firm play a
big role in this as these are the one that interact with customers. Proper training should be
offer to them so they can perform their roles in an effective manner. Every tourist must
be treated with respect and dignity and at the same time quality services should be
offered to them.
 Offer proactive consumer services: Offer effective and better services to customers is
one of the major way through with customer satisfaction can be achieve by firm. It is
very important for firm to to offer services to customers as per their specific
requirements. Further, it is also essential to answer their calls, solve their queries and give
them information about products and services. Effective strategies should be formulate by
firm to serve their customers in an effective way.
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2.2 Factors that hamper the satisfaction level of tourist currently in Valencia
Number of elements are there that affect the tourist satisfaction. As per the point views of
Wang, 2014 it is very necessary for enterprises to identify those factors as this help firm in give
shape to its products and services and better satisfy the needs of its customers. Further, this help
organisation in attract large number of customers and also provide competitive benefit to
company. All this contribute in economic development of nation. Major factors that hanoer
satisfaction of tourists are as follows: High cost: Cost of services charged by customers play a big role in their overall
satisfaction. Affordable prices attract large number of customers and add a positive note
in their overall experience. On the opposite of this, high cost negatively affect their
satisfaction. Ineffective services: Offer better and effective services is very essential for an enterprise
to attract customers and satisfy their needs. Ineffective services hamper the experience of
tourists.
 Poor services: It is very essential for Eurostars Rey Don Jaime Hotel to offer clean
rooms, maintain hygiene, offer proper food to all tourists.
2.3 Importance of tourist destination with hospitality industry
Final destination of tourist play a big role in overall experience of customer and their
satisfaction. Yang, 2010 stated that large number of people come at Valencia Spain for different
purpose. Various hotels offer accommodation services to visitors to stay and enjoy their
travelling. It is very essential for hotel to offer best food services and accommodation facilities as
this help firm in attract more number of customers and at the same time help in retain them for a
long time period. It is very important for Eurostars Rey Don Jaime Hotel to offer effective
services to its customers at affordable prices in this way firm can retain its customers for a long
time period and at the same time can satisfy their needs in an effective manner. All this will
contribute in economic development of nation.
CHAPTER 3: RESEARCH METHODOLOGY
This part of research is systematic or effective plan for the purpose of performing
research in an effective manner. It is a necessary component of research project. Under this an
efficiency and effectiveness is obtained through researcher with the help of this research project.
There are various tools as well as methods which are used through an investigator in order to
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perform this kind of research work (Dominici and Guzzo, 2010). Under this researcher need to
develop designs in context to carried out all the research related operations in a planned or
systematic manner. This section of research project is beneficial for doing the proper analysis of
information as well as findings which are gathered through them with the help of research. So,
research methodology is very valuable in nature. In addition to this , researcher set some
guidelines in context to carried out the operations and activities in a better manner. There are
some necessary parts of research methodologies are given below as above:
3.1 Types of investigation
Under this, it is main responsibility of researcher to connected with examining
nature of investigation in context to implement effective techniques as well as tools for research
(Zopiatis, Constanti and Theocharous, 2014). It is necessary that research can be quantitative
and can be qualitative in nature. In context to quantitative, investigation is measured in terms of
facts and figures or in the numerical terms. On the other hand, qualitative research is measures in
terms of quality (Kusluvan and et. al., 2010) . It is necessary that data or information should be
proper, relevant and also accurate in nature. So from this researcher can easily analyse
information in a systematic manner. This research study is concerned with achieving the
satisfaction of visitors in hotel sector. Under this kind of research, researcher uses qualitative
aspects for the better outcomes.
3.2 Research Design
It is a kind of blueprint which are based on the various activities which will need to be
carried out in an effective manner. There are different kinds of designs which researcher used for
research purpose and these are experimental, exploratory and also descriptive design of research
(Oh, Jeong and Baloglu, 2013). The main focus of this descriptive design on detailed study
regarding data or information which are available already. On the other hand focus of
exploratory research on examining new figures and facts which provides advantages to the
research related research operations (Pereira-Moliner and et. al., 2012). The experimental design
of research depends on measuring scientific and mathematical calculation for the purpose of
proving models as well as theories. Under this, researcher uses the descriptive research design
which is helpful in providing information in a detailed manner.
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3.3 Research approach
It is a beneficial techniques as well as tool of an investigation which is helpful in perform
research related activities in an effective or beneficial manner. In order to carried out the
research, there is a need to select one appropriate approach of research. Under this inductive and
also deductive two main approach (Wang, Tsai and Tsai 2014). The deductive approach of
research is helpful in design new theories as well as models which are implemented according to
assumption and and under this results are based on figures which are concerned with the research
related operations (Zhang and et. al., 2013). On the other hand, inductive research is depend on
current numerical facts and also depends on observation of patterns which are implemented on
growth and development of hospitality sector. Under this, researcher taken inductive approach of
research.
3.4 Data sampling
This section of research is concerned with choosing sample that are showing total
population. Under this, there are two kinds of sampling methods are given below and these are
probabilistic and other is non- probabilistic (Yang, 2010). Probabilistic sampling includes
random method of sampling under which every sample are provided the equal opportunities. On
the other hand non- probabilistic sampling includes convenience and purposive sampling. But in
this an investigator is selecting convenience sampling method for research purpose and under
this the sample size is selected through convenience sampling.
3.5 Ethical Consideration
It is most necessary element for conducting the research in a right manner. At the time of
conducting research, there are some problems which are faced through a researcher and these are
time and cost (Žabkar, Brenčič and Dmitrović, 2010). In addition to this, it is a responsibility of
researcher to keep information private and safe. An investigator can not asked any type of
personal question with population, it is important that research should be in ethical manner. At
the time of conducting research, it is a responsibility of researcher to to follow all the principles
in a better manner.
CHAPTER 4: DATA ANALYSIS
It is regarded as necessary research part of this research and helpful in measuring
accumulated information or data in a systematic manner to reaching at the final outcomes better.
This data analysis section has done by developing themes which are depend on questions
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prepared by questionnaire and filled through many respondents. In this researcher taken sample
size of 40 respondents to collect relevant data. There is a questionnaire given below as above:
Questionnaire
Name:
Gender:
Age:
Occupation:
Contact no.:
Email id:
Q1) What is the best way that Eurostars Rey Don Jaime hotel should adopt to achieve
customers satisfaction?
a) Provide desired destinations
b) Treat visitors in better way
c) Through offer proactive consumer service
Q2) Which are the main factors that hamper the satisfaction level of tourists?
a) High cost
b) Ineffective services
c) Poor hospitality services
Q3) Does satisfaction of tourist contribute in growth of Hotel sector?
a) Yes
b) No
Q4) What is the significance of tourist destination in hotel sector?
a) Generate income
b) Economic development
c) Builds Infrastructure
Q5) Does tourist satisfaction is impactful for growth of hotel sector?
a) Strongly Agree
b) Agree
c) Strongly Disagree
d) Disagree
Q6) What are the measures adopted by Eurostars Rey Don Jaime hotel in order to
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attaining customers satisfaction?
a) High quality goods and services
b) Economic Cost
c) Quick response
d) Customised services
Q7) How Eurostars Rey Don Jaime hotel can achieve success and growth?
a) Recruiting Skilled people
b) Training to employees
c) Qualitative goods and services
Q8) Does customer satisfaction provides competitive advantage to hotels?
a) Yes
b) No
Q9) Which kind of tools should be used by hotel sector in order to gaining attention of
customers?
a) Discount and Offers
b) Tour packages at reasonable cost
c) Entertainment activities
Q10) Any recommendation for Eurostars Rey Don Jaime hotel for satisfy the needs of
its customers.
Theme 1: Best way to achieve customer satisfaction
Q1) What is the best way that Eurostars
Rey Don Jaime hotel should adopt to
achieve customers satisfaction?
Frequency
Provide desired destinations 10
Treat visitors in better way 20
Through offer proactive consumer service 10
8

Provide desired destinations
Treat visitors in better way
Through offer proactive consumer service
0
5
10
15
20
25
Interpretation: From the above given image, it can be summarised that 50% respondents
give their views in the favour treat customers in a better way is one of the major method through
which Eurostars Rey Don Jaime hotel can achieve customer satisfaction. As per these
respondents when a firm offer services to its customers as per their requirements then it
encourage them to visit again so in this way customers satisfaction can be achieve by achieve by
hotel. Further, 10 out of 40 respondents said that with help of proactive service Eurostars Rey
Don Jaime hotel ca achieve customer satisfaction.
Theme 2: Factors that hamper the satisfaction level of tourists
Q2) Which are the main factors that
hamper the satisfaction level of tourists?
Frequency
Poor hospitality services 8
Ineffective services 7
High cost 25
9

Poor hospitality services Ineffective services High cost
0
5
10
15
20
25
30
Interpretation: From the given picture, it can be summarised that 25 out of 40
respondents give their views in the favour that high cost is one of the main factor that hamper the
satisfaction of customers. These respondents said that individuals also choose quality products
with lower prices and high cost of products affect their decision. Further 8 respondents said that
poor service hamper level of satisfaction of tourist.
Theme 3: Satisfaction of tourist contribute in growth of Hotel sector
Q3) Does satisfaction of tourist contribute in
growth of Hotel sector?
Frequency
Yes 35
No 5
10

Yes No
0
5
10
15
20
25
30
35
40
Interpretation: From the given image, it can be concluded that 35 out of 40 respondents
said that satisfaction of visitors contribute in success and growth of hotel sector. This increase
profits of enterprise and contribute in economic development of nation. Rest 5 respondents give
their views in the favour that tourist satisfaction does not contribute in growth of hotel sector.
Theme 4: Significance of tourist destination in hotel sector
Q4) What is the significance of tourist
destination in hotel sector?
Frequency
Generate income 12
Economic development 12
Builds Infrastructure 16
11

Generate income Economic development Builds Infrastructure
0
2
4
6
8
10
12
14
16
18
Interpretation: From the given image, it can be concluded that tourist destinations
enhance income of hotels. As more tourist destinations will attract more tourist and this will
increase the demand of accommodation and food facilities provided by hotel and all this increase
the profits of hotels. Further 16 respondents said that various tourist destination help in build
infrastructure.
Theme 5: Tourist satisfaction is impactful for growth of hotel sector
Q5) Does tourist satisfaction is impactful for
growth of hotel sector?
Frequency
Strongly Agree 25
Agree 5
Strongly Disagree 2
Disagree 8
12

Strongly Agree Agree Strongly Disagree Disagree
0
5
10
15
20
25
30
Interpretation: From the above given graph, it can be summarised that 25 out of 40
respondents give their views in the favour that satisfaction play a effective role in growth of hotel
sector. If customers or visitors are satisfy by the services offered by hotels then this motivate
them to visit again and increase profits of firm. Further 8 respondents give their views in the
favour that satisfaction of customers does not affect the growth of hotel sector.
Theme 6: Measures to attain customer satisfaction
Q6) What are the measures adopted by
Eurostars Rey Don Jaime hotel in order to
attaining customer satisfaction?
Frequency
High quality goods and services 20
Economic Cost 10
Quick response 5
Customised services 5
13

High quality goods and services
Economic Cost
Quick response
Customised services
0
5
10
15
20
25
Interpretation: From the given graph, it can be concluded that 50% respondents give
their views in the favour that Eurostars Rey Don Jaime hotel require to offer quality goods and
services to its customers for attain customer satisfaction. Further 10 respondents said that tool of
economic cost should be use by firm to attain customer satisfaction. Some respondents said that
option of customised services should be given by hotel to its customers.
Theme 7: Way to achieve success
Q7) How Eurostars Rey Don Jaime hotel
can achieve success and growth?
Frequency
Recruiting Skilled people 20
Training to employees 10
Qualitative goods and services 10
14

Recruiting Skilled people
Training to employees
Qualitative goods and services
0
5
10
15
20
25
Interpretation: From the given graph, it can be concluded that 50% respondents give
their views in the favour that by recruit skilled and capable candidates Eurostars Rey Don Jaime
hotel can achieve success and growth. 10 respondents give their views in the favour by offer
quality services firm can achieve growth.
Theme 8: Customer satisfaction provides competitive advantage to hotel
Q8) Does customer satisfaction provides
competitive advantage to hotels?
Frequency
Yes 37
No 3
Yes No
0
5
10
15
20
25
30
35
40
15

Interpretation: From the above given image, it can be summarised that 37 out of 40
respondents give their views in the favour that customer satisfaction provide competitive benefit
to firm. Rest 3 said that customer satisfaction does not provide competitive benefit to firm.
Theme 9: Tool should be used by hotel sector in order to gaining attention of customers
Q9) Which kind of tools should be used by
hotel sector in order to gaining attention of
customers?
Frequency
Discount and Offers 30
Tour packages at reasonable cost 7
Entertainment activities 3
Discount and Offers
Tour packages at reasonable cost
Entertainment activities
0
5
10
15
20
25
30
35
Interpretation: From the given graph, it can be concluded that 30 out of 40 respondents
said that Eurostars Rey Don Jaime hotel should offer discount to attract large number of
customers. Further 7 individual said that tour packages at affordable prices should be given by
hotel to gain attention of huge number of customers.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusions
According to the report it can be concluded that customers are satisfied through various
services by treating in a better manner. Many customers are satisfied through the services
offered by tourism sector. But due to high cost it hampers the satisfaction level of employees.
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Due to the satisfaction level of employees it has a positive impact on the organization. As many
customers are happy with the services of the hospitality and tourism sector thus it gives
favourable impact on the tourists. Through various tourism destinations it increases the
knowledge of the visitors. It is found that tourism satisfaction has high impact on the economic
growth of the country. Company can use high quality of goods and services to attain the
customer satisfaction. Firm can give training to the employees to increase the satisfaction to the
employees. Through the customer satisfaction firm can maintain competitive edge on others.
Company can give strong competition to others. Industry uses various discounts and offers to
attract more customers. Thus it can capture many customers. Hotels play a big role in success of
tourism sector and the services offered by hotels to visitors affect their satisfaction. Thus it
increases the profits and the productivity of the company. Hence it results in increasing of the
market share. Thus it results in expansion of the company. It also leads to growth and success of
the company. Through this firm can maintain unique image in minds of all the customers. So
thus company can maintain customer loyalty and satisfied customer can also give the reference
to other customers. Thus a network is build in the country.
5.2 Recommendations
From the above report, it can be recommended that it is very essential for hotels to offer
effective services to its visitors as this play a big role in satisfy their needs and at the same time
encourage them to visit again. Firm can reduce the cost of packages so that many customers can
purchase it. Though lower prices of the packages visitors are happy and they also give reference
to other relatives. Firm can increase the satisfaction through the company websites in which all
details regarding the packages are clearly given. All images of the destination places are also
given. Thus is done to capture more visitors. It also increases the interest of all the travellers.
Company can solve all the complaints of all the visitors and travellers online and through the
Emails. They can also receive the suggestions from the customers and follows in the firm. This is
done to increases the happiness of the employees and it also creates the customer loyalty.
Company can also use the applications in different mobiles through which it can instant message
related to the services and the attractive offers of the company. Through this customers feel that
company is considering them and are fully satisfied. This can also gives a different experience to
the customers as they do not have to travel to the industry but by sitting at home they can have
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