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Identifying Customer eXperience Touchpoints in Tourism on the Hotel Industry

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Social Computing and Social Media: Experience Design and Social Network Analysis (HCII 2021)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12774))

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Abstract

Understanding the customer experience is important for practitioners and researchers to recognize customer perceptions and responses when interacting with different products, systems, and/or services. To achieve this, it is necessary to identify each direct or indirect interaction between customers and organizations, which are called touchpoints. Recognizing touchpoints throughout the customer’s journey enables organizations to evaluate the customer experience and identify where to make improvements to satisfy customer needs.

This research identifies several touchpoints through the different stages of interaction with the hotel industry (before, during, and after the stay). Based on the experience of the authors and comments obtained in an experiment, 13 touchpoints were discussed and analyzed with the aim of grouping them. Thus, 8 touchpoints were recognized: (1) search for information, (2) book a room, (3) check-in, (4) room stay, (5) visit common areas, (6) order & receive food, (7) check-out, and (8) report experience. Finally, a customer journey map was created to represent the customer experience in the hotel industry identifying stages, touchpoints, channels, and emotions.

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Acknowledgment

This work was supported by the School of Informatics Engineering of the Pontificia Universidad Católica de Valparaíso – Chile. Luis Rojas has been granted the “INF-PUCV” Graduate Scholarship. Luis Rojas is supported by Grant ANID BECAS/DOCTORADO NACIONAL, Chile, Nº 21211272. Daniela Quiñones is supported by Grant ANID (ex CONICYT), Chile, FONDECYT INICIACIÓN, Project Nº 11190759.

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Authors and Affiliations

  1. Pontificia Universidad Católica de Valparaíso, Valparaíso, Chile

    Luis Rojas, Daniela Quiñones & Cristian Rusu

Authors
  1. Luis Rojas
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  2. Daniela Quiñones
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  3. Cristian Rusu
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Corresponding author

Correspondence to Luis Rojas .

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Editors and Affiliations

  1. Department of Computer Science, Towson University, Towson, MD, USA

    Gabriele Meiselwitz

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Rojas, L., Quiñones, D., Rusu, C. (2021). Identifying Customer eXperience Touchpoints in Tourism on the Hotel Industry. In: Meiselwitz, G. (eds) Social Computing and Social Media: Experience Design and Social Network Analysis . HCII 2021. Lecture Notes in Computer Science(), vol 12774. Springer, Cham. https://doi.org/10.1007/978-3-030-77626-8_33

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  • DOI: https://doi.org/10.1007/978-3-030-77626-8_33

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-77625-1

  • Online ISBN: 978-3-030-77626-8

  • eBook Packages: Computer ScienceComputer Science (R0)

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