[Sample Survey Questionnaire] Hotel Survey

The researcher is conducting a study on the differentiation and branding management in Taiwan’s hotel industry and the customer satisfaction survey on the hotel’s services. To enable the researcher to accomplish this study, please kindly answer all the items in the questionnaire. Your assistance would be very much appreciated.

Please note that information given will be treated in strictest confidence.

Thank you.

Part 1. Demographic Data

Please fill up in all the necessary information about yourself. Don’t leave any item unanswered.

a. Age ________

b. Sex

Male ( ) Female ( )

c. Marital Status

Single ( ) Married ( ) Separated ( ) Widow/Widower ( )

d. Educational Background

Elementary ( ) High School ( ) College ( ) Graduate ( )

e. Occupation ____________________

f. Country of Origin: ____________

g. Purpose of the Visit: _____________

h. Length of Stay in the Hotel: ____________

Part 2. Branding of Taiwan Hotels

First of all, please let us know where did you get the information regarding the hotel?

( ) magazines, newspapers, book and other print media

( ) television, movie, and other broadcast media

( ) radio and concerts

( ) billboards and posters

( ) recommendation from, friends and other people

Please rate the following statements by using the Likert scale with the following interpretations: Strongly Agree - 7, Generally Agree - 6, Somewhat Agree - 5, Neutral - 4, Somewhat Disagree - 3, Generally Disagree - 2, Strongly Disagree - 1.

1. The hotel had been aggressively promoting the hotel based on its services.

7 6 5 4 3 2 1

2. I have heard of the hotel from different sources.

7 6 5 4 3 2 1

3. There are other hotels who are at same level in terms of services with this hotel.

7 6 5 4 3 2 1

4. I would not have gone to this hotel, if I was not aware of the name and the brand.

7 6 5 4 3 2 1

5. Hotel brand name and the service associated with it made me check this hotel.

7 6 5 4 3 2 1

6. I have associated the brand of hotels on their facilities.

7 6 5 4 3 2 1

7. Facilities makes up much of the brand name of the hotel- the better the facilities, the more known the brand name.

7 6 5 4 3 2 1

8. Bigger hotels mean better facilities.

7 6 5 4 3 2 1

9. The hotel has been known for its impressive facilities, making me check on it.

7 6 5 4 3 2 1

10. Good facilities associated with brand name makes up the advantage of the hotel.

7 6 5 4 3 2 1

11. The ranges of prices in hotel accommodations depends on the brand of the hotel.

7 6 5 4 3 2 1

12. Bigger and better marketed hotels charges more than those of the same size but has yet to develop a brand name.

7 6 5 4 3 2 1

13. I have frequented hotels and motels in Taiwan and have developed brand awareness and their corresponding prices.

7 6 5 4 3 2 1

14. I would not have gone to this hotel if it is not known for its cheaper rates.

7 6 5 4 3 2 1

15. I can easily associate brand name to the prices of the accommodation.

7 6 5 4 3 2 1

Part 3. Differentiation in Hotel Brandings

Please rate the following statements by using a modified Likert scale with the following interpretations: Strongly Agree - 7, Generally Agree - 6, Somewhat Agree - 5, Neutral - 4, Somewhat Disagree - 3, Generally Disagree - 2, Strongly Disagree - 1.

1. I am aware of the differences in the services of Taiwan hotels.

7 6 5 4 3 2 1

2. I can associate a particular hotel with the services that they offer.

7 6 5 4 3 2 1

3. From my experiences, there are significant differences in hotel services.

7 6 5 4 3 2 1

4. Brand and services goes together in the hotel industry.

7 6 5 4 3 2 1

5. Generally, I can differentiate the quality and satisfaction I can get from hotel and their services.

7 6 5 4 3 2 1

6. I am aware of the differences in the facilities of Taiwan hotels.

7 6 5 4 3 2 1

7. I can associate a particular hotel with the facilities that they offer.

7 6 5 4 3 2 1

8. From my experiences, there are significant differences in hotel facilities.

7 6 5 4 3 2 1

9. Brand and facilities goes together in the hotel industry.

7 6 5 4 3 2 1

10. Generally, I can differentiate the quality and satisfaction I can get from hotel and their facilities.

7 6 5 4 3 2 1

11. I am aware of the differences in the prices of Taiwan hotels.

7 6 5 4 3 2 1

12. I can associate a particular hotel with the prices that they offer.

7 6 5 4 3 2 1

13. From my experiences, there are significant differences in hotel prices.

7 6 5 4 3 2 1

14. Brand and price goes together in the hotel industry.

7 6 5 4 3 2 1

15. Generally, I can differentiate the quality and satisfaction I can get from hotel and their prices.

7 6 5 4 3 2 1

Part 4. Customer Satisfaction, Branding and Differentiation

Please rate the following statements by using a modified Likert scale with the following interpretations: Strongly Agree - 7, Generally Agree - 6, Somewhat Agree - 5, Neutral - 4, Somewhat Disagree - 3, Generally Disagree - 2, Strongly Disagree - 1.

1. How will you rate the reservation services of the hotel compared to other hotels?

7 6 5 4 3 2 1

2. How will you rate the housekeeping of the hotel compared to other hotels?

7 6 5 4 3 2 1

3. How will you rate the usherettes and the bellboys of the hotel compared to other hotels?

7 6 5 4 3 2 1

4. How will you rate the waiters and the food attendants compared to other hotels?

7 6 5 4 3 2 1

5. How will you rate the rooms of the hotel compared to other hotels?

7 6 5 4 3 2 1

6. How will you rate the comfort rooms compared to other hotels?

7 6 5 4 3 2 1

7. How will you rate the dining room, restaurant and the bar compared to other hotels?

7 6 5 4 3 2 1

8. How will you rate the comfort and the luxury of the room compared to other hotels?

7 6 5 4 3 2 1

9. How are the amenities of the hotel compared to other hotels?

7 6 5 4 3 2 1

10. How will you rate the facilities of the hotel compared to other hotels compared to other hotels?

7 6 5 4 3 2 1

11. How will you rate the accommodation fee per room and per person compared to other hotels?

7 6 5 4 3 2 1

12. How will you rate the hotel fees and prices compared to other hotels compared to other hotels?

7 6 5 4 3 2 1

13. How will you rate the prices of the prices of the services compared to other hotels?

7 6 5 4 3 2 1

14. How will you rate the prices of the food and the drinks compared to other hotels?

7 6 5 4 3 2 1

15. How will you rate the reservation and service fees of the hotel compared to other hotels?

7 6 5 4 3 2 1

Part 5. Hotel Value

1. I received a good quality service for a reasonable price.

7 6 5 4 3 2 1

2. Considering the quality of the physical environment of the hotel, the price was appropriate.

7 6 5 4 3 2 1

3. If I had stayed in that hotel at a price lower than the price I paid, I would have got my money‘s worth.

7 6 5 4 3 2 1

4. I valued this hotel as it met my needs at a reasonable price.

7 6 5 4 3 2 1

5. I got good value for the money I spent.

7 6 5 4 3 2 1

6. Given the features of the room, it was good value for money.

7 6 5 4 3 2 1

7. This hotel fulfilled both my high quality and low price requirements.

7 6 5 4 3 2 1

8. Compared to what I was willing to pay, the price I actually paid was good value.

7 6 5 4 3 2 1

9. This hotel met my specific needs (e.g. comfortable accommodation, convenient location) at a reasonable price.

7 6 5 4 3 2 1

10. The value of this hotel is excellent.

7 6 5 4 3 2 1

11. The value of this hotel is excellent because of its facilities.

7 6 5 4 3 2 1

12. The value of this Hotel is excellent because of its good service.

7 6 5 4 3 2 1

13. The value of this Hotel is excellent because of its reasonable price.

7 6 5 4 3 2 1

14. The value of this Hotel is excellent because of its effective management system.

7 6 5 4 3 2 1

15. The value of this Hotel is excellent because of its good accommodation.

7 6 5 4 3 2 1