Analyzing Tourist Satisfaction in Hospitality Sector: Trailfinders

This report presents an analysis of tourist satisfaction within the hospitality sector, focusing on Trailfinders, a UK-based travel company. The research explores the significance of customer satisfaction, the ways in which organizations can gain consumer satisfaction, and the factors that can hamper satisfaction levels. The report includes an overview of the research, background information, significance of the study, research aims, objectives, and questions. The literature review examines distinctive ways to achieve consumer satisfaction, elements that may hinder satisfaction, and the significance of tourism destinations in the hospitality industry. The research methodology outlines the investigation type, design, philosophy, approach, data sampling, collection methods, and ethical considerations. The report also includes a conclusion and recommendations based on the findings, aiming to identify and evaluate the effectiveness of strategies to enhance tourist satisfaction and improve the overall customer experience within the hospitality sector.

Research Project

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of research........................................................................................................1
1.2 Back Ground of the Research...........................................................................................1
1.3 Significance of Research..................................................................................................2
1.4 Research aim and Objectives............................................................................................2
1.5 Research Questions..........................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Distinctive ways through which an organisation will gain consumer satisfaction...........4
2.2 Elements which will hamper tourism satisfaction level in Trailfinders...........................5
2.3 Significance of tourism destination with industry of hospitality......................................6
2.4 Ways by which entire tourist satisfaction level will be developed..................................6
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8
3.1 Type of investigation........................................................................................................8
3.2 Research design................................................................................................................8
3.3 Research Philosophy........................................................................................................8
3.4 Research Approach...........................................................................................................9
3.5 Data Sampling..................................................................................................................9
3.6 Data collection method.....................................................................................................9
3.7 Ethical consideration........................................................................................................9
CHAPTER 4: DATA ANALYSIS................................................................................................10
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................17
5.1 Conclusion......................................................................................................................17
5.2 Recommendations..........................................................................................................17
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................21

TITLE:
“To analyse effectiveness of achieving tourist satisfaction in hospitality sector: A case
study on Trailfinders”.
CHAPTER 1: INTRODUCTION
1.1 Overview of research
In the recent period of time, basically each and every kind of association concentrate on
needs and demands of clients so that they will accomplish it within limited period of time.
Hospitality is much largest segment which covers many areas into this, such as visitor attraction,
transportation, catering, travelling, hotels and so forth. Level of satisfaction of each visitor is
much fundamental because this will be associated with tourism destination. Along with this, it
has been analysed that hospitality sector is growing continuously across the world by giving
compelling products and services (Han and Hyun, 2015). Additionally, this will be restructure
again; thus, proper satisfaction level will be given to clients by fulfilling their requirements and
wants. Trailfinders is a travel company which is set up in United Kingdom. They are operating
their business in more than 25 nations. Products and services of this firm is very qualitative
which assist to gain attention of numerous individuals towards them. In UK, there are numerous
places which will capture attention of numerous persons towards them, like Tower of London,
Westminster Abbey, Chester Zoo and many others. Additionally, there are many hotels like
Trailfinders, providing best services to visitors which help to improve their experience.
1.2 Back Ground of the Research
Tourism satisfaction is an essential factor which is related with an enterprise so that they
will acquire success and growth in sector of hospitality effectively. Trailfinders is providing best
goods and services to their clients in UK and many other countries. They are operating in more
than 25 countries with almost 20000 staff members. There are various attractive tourist
destination in United Kingdom which is providing proper satisfaction to visitors. This project is
going to evaluate appropriateness and effectiveness of attaining tourism satisfaction in
hospitality industry (Molina-Azorín and et. al., 2015). Therefore, it is must for company to cater
best sort of services to their consumers. Along with, manager has to know about the interest of
people as this helps the to improve their experience in an effective and efficient manner. The
main purpose of this assignment is to know about level of satisfaction of clients.
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1.3 Significance of Research
It is important part of the whole research because it helps in determining specific
outcomes. Along with this, an inquiry is based on evaluating effectiveness of tourist satisfaction.
In case customers are satisfied with company products and services then retain form long period
of time towards the company. With the help of this firm attain competitive advantage form its
rivals. It is essential for researcher to locate all taste of consumers that they are facing at
marketplace. By this, various actions can be made in order to pull up interest of consumers in
their products or services for a longer period of time. This activity is going to directly affect
conditions of sales and profit of firm (Manhas and Tukamushaba, 2015).
Apart from this, it has been examined that organisation which is fulfilling needs and
wants of consumers in a proper manner will enhance sustainability of firms at marketplace. In
modern era, most of students and other people are looking forward to become an owner of travel
and tourism business. This sector has already taken a huge place in administrative market thus, it
is attracting most of people. Just like this, Trailfinders have already made a huge in all over
United Kingdom and trying to expand its business so that market share can get increases. Apart
from this, they are also looking forward to fulfil requirements of their clients by giving
appropriate services to hospitality services. Clean rooms of hotel, adventures trips, healthy
environment are some of facilities which can be given by this firm. Under this research,
investigator is focusing on bringing out determinations by which they can improvise customers
satisfaction level (Altinay, Paraskevas and Jang, 2015).
1.4 Research aim and Objectives
Aim: “To analyse effectiveness of achieving tourist satisfaction in hospitality sector: A case
study on Trailfinders.”
Objectives:
 To identify distinctive ways through which an organisation will gain consumer
satisfaction.
 To evaluate elements which will hamper tourism satisfaction level in Trailfinders.
 To examine significance of tourism destination with industry of hospitality.
 To suggest some ways by which entire tourist satisfaction level will be developed.
1.5 Research Questions
Research Questions:
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 What are distinctive ways by which company will gain customer satisfaction?
 What are those components which will hamper tourism satisfaction level in Trailfinders?
 What are significance of tourism destination with industry of hospitality?
 What are distinctive ways by which entire tourist satisfaction level will be developed?
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CHAPTER 2: LITERATURE REVIEW
In this segment, it is required for investigator to carry out entire data as well as
information in an appropriate way and this will get published with assistance of many sources.
This section comprises entire info which is gather by the secondary method. Therefore, to gather
data two kinds of resources will be used which aid to render accurate as well as relevant
information which is linked with topic of research (Eid and El-Gohary, 2015). It has been
examined that this part of investigation is much precious for investigator because with aid of this
research topic will easily examined. Therefore, success and growth will easily get attained by an
organisation. Henceforth, views and thoughts from many writers and authors is taken.
2.1 Distinctive ways through which an organisation will gain consumer satisfaction
It is essential for every single sector in marketplace to locate areas by which satisfaction
level of consumers can get enhanced. Study of what exactly customer is looking for can lead a
firm to maximise its profit. Under this, it is also mandatory for organisations like Trailfinders to
give training and development sessions to its employees so that they can serve to its end users in
most effective and efficient way. Staff members are the one who directly interact with customers
and not the manager or a leader thus, it is necessary make workers familiar with aims and
objectives of company (Sørensen and Jensen, 2015).
By this, an individual will start working to the set target and this scenario will directly put
impact on brand image of the Trailfinders. Tourism sector faces so many changes at marketplace
like people prefer to go at cold places rather than a hot place if summers are running at their
home places. London Eye, Chester Zoo, Buckingham Palace, Tower of London, Big Ben are
some of places which mostly tourists likes to go. According to Karatepe and Karadas (2015),
competitive advantages can be gained by companies with the help of providing proper sort of
services to consumers as per their needs and wants. Away from this, feedbacks can also be taken
by Trailfinders in order to understand better the experience of customers. Company can use
various strategies to make them happy and these are mentioned beneath:
Provide desired destinations- Most of the time, visitors, tourists and business people
likes to see places which they have imagined. It is necessary in tourism sector to understand
clients requirements. Loyalty of consumers can get enhanced with this type of approach.
Treat visitors in better way- A knowledgable employee will start working in most
effective and efficient way. By this, he/she will better understand the market and needs of
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consumers. With the help of this, long term relationships can be maintained with customers. To
take effective decisions it is mandatory for management of Trailfinders to hit targets for a longer
time of period of time.
Through offer proactive consumer service- Locating needs helps firms to make effective
decisions. Application of a tourist company can help its consumers in many ways like proper
information can be gathered of place where tourist is willing to go (Guo, Barnes and Jia, 2017).
Apart from this, customer service process can aid in giving knowledge of topographic point
which client is looking for. Proactive schemes can be introduced by Trailfinders so that benefits
can be given to consumers according to their lifestyles.
2.2 Elements which will hamper tourism satisfaction level in Trailfinders
As per statements given by Pan (2015), business at tourist sector can get disturbed
through various elements. It mainly puts impact on giving satisfaction to consumers and it
creates problems while generating revenue. Thus, it is essential for researcher who look into
every single risk factor which can hamper situations. At marketplace, new companies are coming
on daily basis and because of this competition is also increasing in rapid manner. Therefore, it is
important for Trailfinders in tourism sector to keep on bringing new and innovative schemes so
that company can gain advantages like raise in profitability, competitive level, market share and
so on. In past few years, it has been located that United Kingdom's economical growth
percentage has been upgraded when people located that more profit can be earned than any other
sector. Trailfinders needs to see some element which may hamper the business activities and
these are mentioned beneath:
Heavy cost of tours and packages- Huge rates of packages may decrease the interest of
consumers in services of Trailfinders that they are giving. Customers look for getting the most
from company by giving less monitory. Therefore, it is essential for management of Trailfinders
to keep on locating areas in which they can reduce cost of packages and tours for their clients so
that benefits can be attained (Yang and Lau, 2015).
Ineffective services- If an employee is less skilful then possibilities are their that he/she
will not understand customers needs and work without efficiency. Along with this,
ineffectiveness will create issues in finding out places for their clients which will diminish the
interest of their consumers from services of Trailfinders.
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Poor hospitality services- Inappropriate hospitality or services will reduce belief of
customers. Away from this, goodwill also gets lesser at marketplace because of reduction in
satisfaction level of consumers.
2.3 Significance of tourism destination with industry of hospitality
In hospitality sector, tourism destination plays an eminent part. There are numerous
places in United Kingdom, such as cultural, historical and natural which attract attention of many
people towards them. Thus, it is fundamental for government and respective authority to
maintain these places effectively. As indicated by (Dedeoğlu and Demirer, 2015), In UK several
individuals come from distinctive nations with the aim of travelling. They stay in some hotels
which is providing them qualitative services. In relation to Trailfinders, they are providing best
services to consumers which make their experience best. It is fundamental responsibility of
hospitality segment to provide appropriate accommodation facilities, fresh food, transportation
services etc. to travellers because it aids to retain them for maximum period of time. This will
help nation into their economical growth as well as enhancement.
As tourism sector is enhancing on continuous basis which help in providing employment
to local persons. As a result, they will be able to improve their living standard and in addition,
poverty line of nation will get diminished. According to Vujičić and et. al. (2015), hospitality
sector helps to provide increment to other local industry. As a result, economy will develop on
entire basis. This segment assists to improve revenue of country and by using that fund they will
maintain historical and cultural places in an effective way. People come from distinctive nations
to visit which improve earnings in foreign currency. Many persons visit some other destination
because of their traditional culture and handicrafts so that this will help them to maintain it
effectually (Significance of Research, 2018).
2.4 Ways by which entire tourist satisfaction level will be developed
According to Bowie and et. al. (2016), it is essential for company to provide proper
satisfaction to their clients because they are considered as end user of any product and services.
It is must for manager of company to determine their needs and wants so that they will fulfil
according to their demand. Along with, they will modify their goods and services because it aids
to enhance effectiveness of their items. Henceforth, there are various ways which will provide
maximum satisfaction to consumers, which are stated as beneath:
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Improve Quality: It is must for superior of firm to increase quality of their products as
well as services and for this, they will utilize some innovative ways. Latest methods and
techniques will be utilized by employer as it assists them into their success and growth.
Feedback: Manager of Trailfinders will acquire response from their clients because this
will help them to know about their experience. Therefore, they will easily improve their products
and services.
Analyse competitors: It is must for company to examine their contenders as this will
assist them to formulate effective strategies as well as policies appropriately. This will help them
to take advantages from rivals at marketplace and they will easily enhance profits.
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CHAPTER 3: RESEARCH METHODOLOGY
It has been summarised that this part somewhat plays a vital role while pulling out a research
project. Under this, researcher can get information of various tools and techniques by which
desired objectives or goals can get hit in a specific time frame (Tussyadiah, 2016). Some of
elements under methodology are follows:
3.1 Type of investigation
In this, researcher takes decision that which investigation will help in grabbing
appropriate results. There are two type of method that can be utilised by an investigator and these
are qualitative and quantitative. Collecting data while considering quality can come under
qualitative method. Away from this, quantitative research method can be concluded through
various facts and figures. Both of these research differs from each other it is mandatory for
investigator to find which one is best in context of desired target. In this report, research worker
is going to use qualitative element so that better results can be gained in an appropriate sort of
manner.
3.2 Research design
Here, researcher prepares an overall plan and also sets time frame for every single
activity so that aim can get hit in given time period. It also gives opportunity to investigator to
carry out cost of research project. With the help of this, researcher gets a blueprint by which
he/she can go through many things like risk factors, considerations and it also give him/her
ability to make changes if project is not going on right way. Some of designs under this are
experimental, exploratory and descriptive. It is essential for management to locate the best option
by which positive results can be gained (Jin, Lee and Lee, 2015). Researcher is going to use both
qualitative and descriptive approach as this combination is best in nature so that pulling out set
target can become more easy.
3.3 Research Philosophy
Under this, philosophy can been used by researcher in order to get the results in a short
period of time. Positivism and interpretivism are two type of philosophies which can be utilised
by an investigator. With the help of this research worker can make out a plan by which mostly
give opportunity to under various aspects which are related to investigation that can put impact
while carrying out the outcomes. Here in this project, researcher has used Interpretivism
philosophy so that proper information or data can be carry forward while executing the research
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project. Making effective decisions or choosing correct tool at right moment can help
investigator to pull up good upshot in regards to the research (Chan, Hsu and Baum, 2015).
3.4 Research Approach
Inductive and deductive are two type of research approach which can be used by the
investigator. Thus, it plays an important role while carrying out results by doing a proper sort of
approach. Under this research project, researcher has used inductive so that information can be
gathered under qualitative research type.
3.5 Data Sampling
This method is utilized by investigator to identify respondents number from entire
population. Researcher select individuals on random basis and this plays an eminent role because
with aid of this final outcome will be determined. There is two sampling methods which will be
utilized by researcher, such as probabilistic and non-probabilistic. In this research project,
Probabilistic sampling used by investigator. 50 customers are selected as a sample size for the
research.
3.6 Data collection method
There are two major tools i.e. primary and secondary, which will be utilized by
investigator so that he will gather information and data and along with conduct research
effectively. Therefore, company will attain desired targets which are connected to research in a
proper manner (Chan, Hsu and Baum, 2015). In this assignment, both methodologies are utilized
by investigator. Questionnaire is formulated by customers to know about their level of
satisfaction. Rather than this, literature review has been done as a secondary method. In this,
views of many authors has been taken.
3.7 Ethical consideration
This factor is much associated with research that is utilized to sort out entire issues and
problems which will arise during research. It is required for investigator to keep entire data and
information of answerers confidential. This cannot be disclose to another individual as this will
assist enterprise to attain targets and goals of research. Another major obstruction will be
associated with time and in addition cost. It has been examined that, researcher doesn't have
sufficient cost, resources and time to conduct activities related to research.
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CHAPTER 4: DATA ANALYSIS
Theme 1: Company is providing customized services to customers because it aids to cater
maximum satisfaction to them
Q1. What ways are adopted by company to provide maximum
satisfaction to clients?
Respondents
a) Resolve their issues quickly 10
b) Affordable prices with best quality 12
c) Treat consumers in better manner 8
d) Customized services 20
a) Resolve their issues quickly
c) Treat consumers in better manner
0
2
4
6
8
10
12
14
16
18
20
10
12
8
20
Column B
Interpretation: From above mentioned graph, it has been concluded that management of
Trailfinders improvise satisfaction level of customers through various ways. 10 of respondents
stated a team can be made that helps consumers in getting good experience and reducing or
removing problems that are being faced by customers. 12 out of 50 responder stated that prices
should be less of packages and tours. Apart from this, 8 people mentioned that greetings and
treating should be done in proper manner. Lastly, the most favourable decision which should be
considered by Trailfinders is modified services that can help in making profit at maximum level.
Theme 2: High cost is hampering tourist satisfaction level
Q2. Which elements are shackle tourist satisfaction level? Respondents
a) Inappropriate services 15
10