La soddisfazione del turista tra ricerche quantitative e qualitative
Tourism is a fruitful field for the application of customer satisfaction models originally drawn up for other areas, especially as far as consumer goods are concerned. However, the outcomes of research projects in tourism are still too often unconsidered in decision making process.
This paper is intended to mark that the difficulties we meet in quantitative customer satisfaction research are due above all to the lack of consideration to the structural characteristics belonging to tourism. Quantitative research techniques are certainly useful for different other aims, but an in-depth knowledge of satisfaction requires also implementing qualitative research techniques. Among these, the set of experience-based qualitative research seems to fit effectually the specific context of tourism.