ARVC to Offer Guest Survey Service
The National Association of RV Parks and Campgrounds (ARVC) is rolling out a new program to provide a free guest satisfaction survey service as a member benefit beginning in early 2008.
“Guest satisfaction surveys have a proven track record of success in other industries and we are confident that this new tool will help strengthen our members’ businesses,” said ARVC President and CEO Linda Profaizer.
She said the results of these surveys will help ARVC members prioritize possible improvements to their parks, which can enhance guest experiences and increase the likelihood of return visits while also generating word of mouth referrals and higher occupancies.
And while the survey data itself will remain confidential and be held by an outside firm, ARVC will have access to compiled national survey data, which it will use to study national trends in camping consumer activities and attitudes. “We also hope to use the national data to identify industry service trends and opportunities for educational seminars to help our members better pinpoint the needs of today’s campers,” Profaizer said.
The on-line survey service, developed and provided by Murrieta, Calif.-based MacKinnon Campground Consulting, will be branded for the private park sector under the name GuestReviews.com.
MacKinnon said details of the initiative, to be launched in early 2008, will be unveiled during ARVC’s annual InSites Convention & Expo Nov. 6 – 9 at the Hyatt Regency Phoenix and Phoenix Convention Center in Arizona.
According to MacKinnon, campers will be invited to participate in online guest satisfaction surveys when they check in at ARVC member parks. Campers will be instructed to log on to www.GoCampingAmerica.com/GuestReviews, where they can respond to online survey questions measuring 34 different guest satisfaction elements such as site conditions, service, restroom cleanliness, facility appearance as well as their overall camping experience. Survey participants will assign letter grades for each survey category, and they will have the ability to type in detailed explanations of problems or concerns.
“The results of these surveys will be immediately available to each respective ARVC member park,” MacKinnon said, adding that ARVC members will be able to access their park’s survey data using their member number on the ARVC.org website. ARVC itself will not have access to park-specific data.
Access to additional survey analysis tools will also be made available at a special discounted rate for ARVC members. For example, member parks that pay $150 per year will also receive access to written guest comments, while parks that pay $300 per year will be able to participate in an instant online notification system that automatically sends e-mails to management whenever a guest complains about a specific problem.
“This e-mail notification tool has already been very helpful to park owners because we know from our research that very few guests will take the trouble to contact management about a problem,” MacKinnon said. “So by using this service, park operators will have the ability to identify problems that may have otherwise escaped their attention and impress their guests with their responsiveness to address any problems they had during their stay.”