Evaluating hotel animation programs at Mediterranean sun-and-sea resorts: An impact-asymmetry analysis

This study explores the determinants of tourist satisfaction and dissatisfaction with recreational services typically offered by sun-and-sea resorts, using the case of a large Croatian chain of hotels and resorts in the coastal region. The sample consisted of 994 guests drawn from the guest database. The analysis encompassed three types of animation programs: (i) sports activities; (ii) evening entertainment; and (iii) entertainment programs for children. Impact-asymmetry analysis was used to quantify potentials of particular service attributes to generate satisfaction and dissatisfaction, and to determine key-drivers according to the three-factor theory of customer satisfaction. The key-driver analysis was paired with qualitative data (guest comments on reasons for dissatisfaction) to provide valuable guidance for the hotel management in achieving higher levels of guest satisfaction within this segment of resort services. The results indicate several significant asymmetries in the formation of overall guest satisfaction, as well as differences according to the type of accommodation and selected demographic characteristics of tourists.