Questionnaire:
Effective e-marketing for small accommodation providers in Scotland
Your email address here
Please tick the appropriate answer for each of the questions that follow:
Sections 1: Hotel penetration in online market
1. How did you find out about the Corstorphine Hotels website?
(please check all that apply)
Tourist boards (e.g. Visit Scotland/AA/RAC)
Guide books
Associate/friend
Link/Graphical banner from another web page
Search engine
Phone call to the hotel
Phone call to a tourist organisation
Other (please specify)
2. While searching the Internet for the hotel, which keywords did you use?
(please check all that apply)
Location
Postal Code
Star Rating
Accessibility to other places (e.g. castle, airport, train station)
Other (please specify)
3. When in search for accommodation, which of these do you consider to be the best source of information?
Internet
Travel guides
Booking agents
4. Before starting this survey, how familiar were you with the Corstorphine Hotels website?
Not familiar
Heard of website
Visited website
Made purchases
5. How much effort did you make to find the web site?
A lot less than I expected
Less than I expected
About what I expected
More than I expected
A lot more than I expected
6. How many hotel sites did you visit in your search for accommodation for your last visit to Edinburgh?
0
1-5
6-10
11 or more
Section 2: Customer Perceptions
7. Which of the following attributes about the Corstorphine Hotels website would entice you to book accommodation online? (please check all that apply)
Attractive website
Easy to use
Price
Comprehensive information
Cutting edge technology
Just what I need
Other (please specify)
8. In general, do you feel that the Corstorphine Hotels prices are:
Very high
High
About right
Low
Very Low
9. What is your most important consideration when booking accommodation online?
Hotel rating
Price competitiveness
Convenience of making a booking
Special Offers
Other (please specify)
10. Do you think the look and feel of the website is representative of the services offered?
Yes
No
Customer Preference
11. What is the main reason for looking for accommodation in Edinburgh?
Business
Pleasure
12. Which is your preferred method of booking accommodation?
Booking online through a portal (e.g expedia)
Booking through the hotel’s website
Booking directly by phone with the hotel
Enquiring by email and booking by phone/email with hotel
Booking through an agent/ tourist office
13. Upon sending an email enquiry from the website, how long did it take to get a response from the Corstorphine Hotels?
Within 24 hours
Between 2 and 4 days
Between 5 to 7 days
More than a week
No response
14. After having visited the Corstorphine Hotels website, did you book accommodation online?
Yes
No
If No, why
15. Did you follow your visit to the website by a phone call to book the accommodation?
Yes
No
If Yes, why
16. Are you more likely to book accommodation online with a small hotel than a large hotel chain?
Yes
No
Please state reasons for your answer
17. What motivates you most to book accommodation online?
Better services
More Choices
Convenience
Easy to use the internet
Ability to make the best purchase
Ability to compare prices /cost savings
Recommendations by friend/family
Website Characteristics and online experience
18. How do you find the Corstorphine Hotels website compared with other hotel websites?
Better
About the same
Worse
19. Choose 3 main factors which affect your decision to book accommodation online with a particular hotel over another?
Hotel Appearance
Hotel Location
Hotel Brand name
Hotel and room facilities
Information on hotel
Cost of room
Special Offers
Security of website
20. Would you agree that the Corstorphine Hotels website provides all the necessary elements to complete an online booking?
Strongly Agree
Agree
Neither agree nor disagree
Disagree
Strongly Disagree
21. Please select the one applicable to you: |
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22. From your experience, what do you find to be the biggest challenge with using the Corstorphine Hotels website?
I am new to the Internet
Information I am looking for is not available
Information is not well organized
There is just too much information
Hard to navigate through the information
Takes too long to load a page
23. Please rate the following features of the Corstorphine Hotels website: |
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24. What other features would you like to see on the Corstorphine Hotels website? (please check all that apply)
Feedback forms
FAQs
Search functions
More links to other websites
No change
More pictures and information
Special Offers
Choice of web browser for better viewing
Webcam- offering 3D aspect of the hotel
Language options for viewing the site
Other (please specify)
Concerns of Customers
25. Why would you not purchase accommodation online?(please check all that apply)
Too complicated
Faster and easier to contact hotel directly
Not familiar with the hotel
Don't trust that credit card details will be secure
Difficult to judge the quality of the service
Not enough information to make a decision
Generally uncomfortable with the idea
Other (please specify)
26. In your opinion what is your main barrier to booking online?
Difficult connection
Slow loading times
Privacy and security
Lack of confidence in completing a booking
Lack of IT skills
Encouraging online Booking
27. How likely are you to book accommodation online if an incentive was provided?
Very likely
Likely
Not sure
Unlikely
Most unlikely
28. Which incentive will encourage you to book online?
Price deals
Discounts
Free tickets
Other (please specify)
29. What is most likely to encourage you to book online?
Secure site
Private policy
FAQ's
Independent body certifying security of site
30. What other services would you like to be able to purchase while on the hotel website?
Flowers
Book Tickets (e.g. tattoo, concerts)
Car rentals
Other (please specify)
Build Relationship/e-marketing
31. Would: |
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32. Are you likely to:
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Guest Profile
33. Are you
Male
Female
34. Which age group do you belong to?
Under 20
20-29
30-39
40-49
50-59
60 and Over
35. Which part of the world are you from?
UK
Rest of Europe
Africa
Asia
Oceania (Australia, New Zealand)
North America
Rest of the world (please specify)
36. How would you describe your income?
Very high
High
Average
Low
Very low
Your comments?
Thank you for completing this survey.
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