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Uncovering the Guest Journey through Mobile Research

Abstract
In 2017 the author implemented a mobile diary research project in order to establish a closer connection to the guest experience. This is an excellent example of the use of innovative technology in the tourism industry. The challenge for authors organization is that the current quantitative guest satisfaction survey provides an excellent mechanism for evaluating performance, within a defined framework, but it doesn’t successfully paint a picture of what the experience looks like form a guest perspective. Through the application of this mobile diary research project, guests could define what for them were the most important moments of the journey and capture what they looked like through uploads of photos and videos. The project successfully uncovered new insights about the guest experience, articulated through rich media content, whilst also confirming some long-held hypotheses. It has been shared widely across the business, with several future use cases already identified.
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