Research Proposal
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RESEARCH PROPOSAL “HOW TO MEASURE GUEST SATISFACTION AFTER ATTENDING AN EVENT”
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MNG00415: Tourism and Hospitality Research and Analysis
Background In the events industry, it compromise of the collaboration between the event planners and clients who engaged the event company to run the event for them. It compiles of many different types of events such as corporate, exhibitions and company parties events. For each individual event has their very own specific target guest/audience. With each specific targeted guest comes with different objectives, needs and wants. Guest attending will look in all aspect of the event in terms of the location where it refers to the easy accessibility in getting to the event’s venue, ambience refers to the feel and vibe that exudes throughout the event which will be experienced by the guest and the list goes on. In other words, what is the guests’ sole purpose in attending the event as each event will then be customized to suit the guests’ expectations. Hence by knowing this, then only the guest expectations will be met and therefore guest satisfaction will be achieved. Significance By knowing the guests’ purpose and objective of the event, it is then the event planner has to do a measurement of the guest satisfaction after attending the event. Measurement of guest satisfaction will be consolidated to be formed as a post event evaluation report. With reference (Robinson, Wale and Dickson, 2010) clearly explains that satisfaction is the measurement to the level of fulfillment consumed by the guest themselves after attending the event. With the presence of this research proposal, at a management perspective when measurement of guest satisfaction is being done, they are able to evaluate to what are the real important factors that their guest will be looking forward to or pressed upon. Therefore, the
management could then reduce or minimize the impact of any repeated occurrence which is dislike
RESEARCH PROPOSAL “HOW TO MEASURE GUEST SATISFACTION AFTER ATTENDING AN EVENT”
Page 2 of 8
MNG00415: Tourism and Hospitality Research and Analysis
Background In the events industry, it compromise of the collaboration between the event planners and clients who engaged the event company to run the event for them. It compiles of many different types of events such as corporate, exhibitions and company parties events. For each individual event has their very own specific target guest/audience. With each specific targeted guest comes with different objectives, needs and wants. Guest attending will look in all aspect of the event in terms of the location where it refers to the easy accessibility in getting to the event’s venue, ambience refers to the feel and vibe that exudes throughout the event which will be experienced by the guest and the list goes on. In other words, what is the guests’ sole purpose in attending the event as each event will then be customized to suit the guests’ expectations. Hence by knowing this, then only the guest expectations will be met and therefore guest satisfaction will be achieved. Significance By knowing the guests’ purpose and objective of the event, it is then the event planner has to do a measurement of the guest satisfaction after attending the event. Measurement of guest satisfaction will be consolidated to be formed as a post event evaluation report. With reference (Robinson, Wale and Dickson, 2010) clearly explains that satisfaction is the measurement to the level of fulfillment consumed by the guest themselves after attending the event. With the presence of this research proposal, at a management perspective when measurement of guest satisfaction is being done, they are able to evaluate to what are the real important factors that their guest will be looking forward to or pressed upon. Therefore, the
management could then reduce or minimize the impact of any repeated occurrence which is dislike