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For a questionnaire analysis I decided to analyze one used by Hotel and Spa
Excelsior. The hotel is a luxurious 5 star hotel and is one of the most
renowned landmark hotels in Dubrovnik with great tradition going all the way
the famous guests who chose Excelsior over all other Dubrovnik Hotels those
Taylor, Richard Burton, Onassis and many others . The hotel has a great
location being just 5 minutes away from the old town, and in June 2008 it has
been completely refurbished and now it is one of the most luxurious hotels in
the Mediterranean.
The Excelsior Hotel is known for its outstanding service of the highest
quality. The hotel takes pride in its special atmosphere with its personal
touch and flawless service, many guests keep returning to our hotel enjoying
and beauty services. Comfort Zone Space is the Spa and Beauty Centre at
Dubrovnik's hotel Excelsior; The Comfort Zone Spa is really a world class
products for home care. Their mission is to offer care and pleasure to their
relaxation. From their mission statement it is quite obvious that the hotel is
Excelsior is one of the best hotels in Dubrovnik and one of the leading
Questionnaire Example
questionnaire and that is it, giving a questionnaire a title would give it better
credibility. However they did not do it, and certainly it would be beneficial if
they did since most people like when there is a title about something so they
departure, which is not the best time since most people leaving have other
things on their mind and don’t want to be bothered with questionnaires upon
their departure. Thus they should definitely choose another time for a guest
As for the questionnaire design- the visual appeal of the questionnaire is not
excellent, I like the fact that they went with white color which is always a
safe choice, but also they might have added some pictures or other colors to
improve the look. We know that a lot of people focus strongly on visual
appeal, myself included, but this questionnaire looks rather to simple and
even slightly dull. However there is even greater flaw in the questionnaire
cover page besides its overly simplistic visual, and that flaw is the printed
text. The text is printed in some grey-gold colored letters, which I have to
say are not easily legible and noticeable. My vision is pretty good and even I
could not tell what it says just holding it feet away, so people with poor
vision or older people might have problems in just reading what this
brochure is. The front page is still fairly legible, since the font is large, but
the real issue is when a customer opens the questionnaire and tries to read
the text. The font is small, and the color contrast is low, to read the text a
person has to have good light present and probably wouldn’t be able to read
questionnaire was that color and font were not very appropriate, especially
for people who might have reading problems. Despite those issues, I think it
was really smart of them that on a second page prior to filling the questions
they thank the customers for staying at Excelsior and that they politely ask
for customers input so they could even further improve their services and
subsequently the customer experience. By doing this they are bettering their
chances that the guests will actually read and fill the questionnaire, since it
is always a smart move when you politely and thankfully ask someone to
help you.
The actual content of the questionnaire is the most important part and
demands most attention and effort to successfully collect valid and reliable
information. Overall, Excelsior has done a pretty good job, but as always
industry, and adding extra languages would make the questionnaire even
better, but there is no need for it since most guest in Excelsior are from
German for example) so there would have to be a language option just for
those guests. Surely in some other hotels, like hotel “Rixos’ where there is a
touch with their guests. However the contact information is optional, so there
where hotel can gather extra information about their guests, but at the same
time guest have the option of anonymity. The questionnaire starts out with
the question that states: “How did you hear about us” , I have seen many
other questionnaires that include this particular question, and I think it was
good they put it as their first question. This question gives the hotel the
valuable information about how people found out of Excelsior, knowing this
they can know what promotional outlets to use, for example if most people
pick Internet, and none chose newspaper, the hotel might realize that they
should not spend money on newspaper ads but rather on internet promotion.
Second question asks how the quests booked their stay, I feel that this
questions might have been omitted, since the Hotel can find out this
information since they also have the documentation about how their guests
they can. Also I would omit the next question dealing with the nature of
guests visit, which I feel might be slightly intrusive, and information gathered
might not be that essential for the hotel. Also this question might have
wedding couple might be arriving on a group trip, but also they might be
here for a conference at the same time, so the same people might give
different responses. Next part of the questionnaire deals with rating of the
Hotel Facilities and Services. This is an important part and it is probably the
most crucial part of the whole questionnaire. The questions ask to rate the
going from the best which is excellent and is denoted with 5 stars, then very
good (4 stars), average ( 3 stars), poor(2 stars) and the lowest being
unacceptable which interestingly is not denoted with same star symbols but
rather has a different denotation which is this certain particular dot. I think
this was a mistake to change the denotation for the lowest rating, and might
the measurements equally, thus not being clear and logical in uses of rating
symbols. Regardless of this issue, I feel as if the rating system is well done,
with 5 options which are appropriate. Also after every question there is a
comments by the customers might be very insightful and helpful. The guest
and availability of information, this is well composed and simple so this part
was good. Further guests are asked to rate the rooms, which is also
The last part of this questionnaire section ask for rating of spa and wellness
center if the guests visited it, here also the question is very simple and easy
to rate. The other questionnaire asks to rate the food and beverages
services; first question in that section asks a guest to rate the room service,
food quality, menu variety and service. This is fairly good question, and
might give a good account of the overall F&B services, also there is a part for
comments as well. Further in the section there are questions that ask to rate
food quality, menu variety, service, beverage offer, and general impression
for different hotel restaurants and bars. This are well composed question
exclude this part altogether and just keep the first question. Even though the
hotel might get a lot information about their particular restaurants, I feel as if
though this is just little bit to lengthy to put on a questionnaire. The next
facilities or services would you like to see in our hotel?” It is very simple and
direct, and even though most people might not write down anything, the
and this question ask certainly does that, customers can be great source of
information and by asking this question hotel might even get a new idea that
could reinvent their whole service package. The chances are not great for
this, but it is always good to have fresh source of ideas, especially if they
come from your customers. Only slight remark for this question I have is that
under the lines they wrote” Please specify”, I think that was unnecessary
since customers will write whatever they have on their mind, and asking
this question has a tendency to lead the guest toward saying yes and in that
way its validity is questionable, since the question should never be more
lenient toward a particular answer. I am sure that well over ninety percent of
people mark yes on this question, so there really is no need for this question
and in my opinion it should be omitted. There are two last questions in the
end asking for a customer to rate the overall impression of the hotel as well
as the impressions of travel destinations. These questions are not bad, but
again most people probably marks excellent or very good, so once again this
questions might be omitted without any important loss of information for the
hotel. After the questions there is some area for the comments, which I think
customers might recall something and write it down. Also there is a part in
the end where customers should put a date and a room number, putting a
date is alright but asking for a room number might be a little bit intrusive.
In the very end there is a close-ended question asking for customer`s age
group; the only issue with this question is its answer options. There are
options of less than twenty, 21-30, 31-40, 41-50,51-60, 61,70 and above 70.
The issue is that a customer who is exactly twenty years old technically
could not be categorized, since she/he is not under twenty, nor 21. It is a
minor mistake, but still could be corrected. After filling the questionnaire on
the last page there is an instruction to leave the questionnaire in the room or
remark is that they could have written a Thank You in the end as well.
Overall, the questionnaire is very decent, but still there are some
mistakes and areas that can be improved. To summarize, I will note all the
there should be more contrast between white surface and printed letters, for
letters would be red, or any similar noticeable color. In this way the
questionnaire would be more eye appealing and more noticeable, also on the
front page I would put the picture of the hotel Excelsior. Another thing I
would change on the front page is that I would title the questionnaire,
overall impression questions in the end. Doing this would shorten the
lengthy. As I said before I would not denote the rating in the way they did,
because they chose a different symbol for the lowest rating which was not
smart, I would rather keep the same denotations for all the rating option
including the lowest one. Another part I would improve is the very ending
where they do not thank the customer for taking the questionnaire, I feel as
though you should always thank your customer for taking the time to fill out
questionnaire, made me realize how even the best hotels can miss some
is one of the best hotels they still could make a better questionnaire, and if I
who is not an expert could find several flaws in analysis, then certainly they
could find someone who could do the same and improve the questionnaire.