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Key determinants of customer satisfaction in tourism and hospitality
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Resumo(s)
Esta investigação analisa o impacto da combinação entre inovação e sustentabilidade na satisfação dos clientes no turismo, uma indústria em constante transformação. Estudos anteriores tendem a considerar estes fatores de forma isolada. Assim, recorreu-se a uma investigação multi-métodos, composta por quatro estudos: uma análise bibliométrica, entrevistas a gestores do setor, um estudo de métodos mistos com turistas e um inquérito quantitativo em duas fases dirigido a hóspedes de hotéis. Os resultados destes estudos demonstram que tanto a inovação como as iniciativas de sustentabilidade podem potenciar a satisfação, sobretudo se implementadas em conjunto e de forma alinhada com as preferências dos clientes. Este impacto é mais expressivo através da melhoraria da perceção de qualidade, um mediador central que traduz a inovação e a sustentabilidade em maior satisfação. Nem todas as inovações são valorizadas da mesma forma: melhorias diretamente experienciadas pelos clientes têm um impacto mais forte na qualidade percebida e na satisfação, comparativamente a alterações não visíveis. Além disso, inovar sem ter em consideração as necessidades dos clientes pode ter efeitos indesejados, ao gerar frustração. A análise identificou ainda segmentos distintos de turistas com diferentes preferências como os “entusiastas da inovação”, mais recetivos a ofertas tecnológicas e sustentáveis, que contrastam com os “fiéis à qualidade”, que privilegiam consistência e mostram maior resistência a mudanças disruptivas. Estes resultados evidenciam a necessidade de adaptar as estratégias de inovação e sustentabilidade aos perfis e expetativas dos clientes, em vez de optar por soluções indiferenciadas. Ao propor um quadro conceptual integrador que articula a inovação com medidas sustentáveis, esta investigação demonstra que o alinhamento de novas ofertas com as preferências e o contexto dos clientes gera melhorias mais expressivas na sua satisfação. Ao mesmo tempo, a melhoria da satisfação conduz a resultados comportamentais desejáveis, como maior fidelização, recomendações positivas e uma maior disposição para pagar mais. Do ponto de vista prático, a investigação evidencia que as empresas no setor do turismo e hotelaria podem desenvolver uma vantagem competitiva ao combinar a inovação em serviços com iniciativas de sustentabilidade, alinhadas com as preferências dos segmentos-alvo.
ABSTRACT: This investigation examines the impact of combining innovation and sustainability on customer satisfaction in tourism — an industry undergoing continual transformation. Prior studies tend to consider these factors separately. To address this, we employed a multi‑method research design comprising four studies: a bibliometric analysis, interviews with industry managers, a mixed‑methods study with tourists, and a two‑phase quantitative survey of hotel guests. Findings from these studies demonstrate that both innovation and sustainability initiatives can enhance satisfaction, particularly when they are implemented together and aligned with customer preferences. This effect operates largely through improved perceived quality, a central mediator translating innovation and sustainability into higher satisfaction. Not all innovations are valued equally: improvements that are directly experienced by customers have a stronger impact on perceived quality and satisfaction than non‑visible changes. Moreover, innovating without considering customer needs can have undesirable effects by causing frustration. The analysis also identified distinct segments of tourists with different preferences: “innovation enthusiasts,” who are more receptive to technological and sustainable offerings, and “quality loyalists,” who prioritize consistency and show greater resistance to disruptive changes. These results highlight the need to tailor innovation and sustainability strategies to customer profiles and expectations rather than opting for undifferentiated solutions. By proposing an integrative conceptual framework that links innovation with sustainable measures, this investigation demonstrates that aligning new offerings with customers’ preferences and contexts produces more significant improvements in satisfaction. In turn, higher satisfaction leads to desirable behavioral outcomes, such as greater loyalty, positive recommendations, and a higher willingness to pay. From a practical standpoint, the research shows that tourism and hospitality firms can develop a competitive advantage by advancing service innovation in tandem with sustainability initiatives in ways that are aligned with the preferences of their target segments.
ABSTRACT: This investigation examines the impact of combining innovation and sustainability on customer satisfaction in tourism — an industry undergoing continual transformation. Prior studies tend to consider these factors separately. To address this, we employed a multi‑method research design comprising four studies: a bibliometric analysis, interviews with industry managers, a mixed‑methods study with tourists, and a two‑phase quantitative survey of hotel guests. Findings from these studies demonstrate that both innovation and sustainability initiatives can enhance satisfaction, particularly when they are implemented together and aligned with customer preferences. This effect operates largely through improved perceived quality, a central mediator translating innovation and sustainability into higher satisfaction. Not all innovations are valued equally: improvements that are directly experienced by customers have a stronger impact on perceived quality and satisfaction than non‑visible changes. Moreover, innovating without considering customer needs can have undesirable effects by causing frustration. The analysis also identified distinct segments of tourists with different preferences: “innovation enthusiasts,” who are more receptive to technological and sustainable offerings, and “quality loyalists,” who prioritize consistency and show greater resistance to disruptive changes. These results highlight the need to tailor innovation and sustainability strategies to customer profiles and expectations rather than opting for undifferentiated solutions. By proposing an integrative conceptual framework that links innovation with sustainable measures, this investigation demonstrates that aligning new offerings with customers’ preferences and contexts produces more significant improvements in satisfaction. In turn, higher satisfaction leads to desirable behavioral outcomes, such as greater loyalty, positive recommendations, and a higher willingness to pay. From a practical standpoint, the research shows that tourism and hospitality firms can develop a competitive advantage by advancing service innovation in tandem with sustainability initiatives in ways that are aligned with the preferences of their target segments.
Descrição
Tese de Doutoramento, Ciências Económicas e Empresariais, 20 de fevereiro de 2026, Universidade dos Açores.
Palavras-chave
Customer satisfaction Hospitality Innovation Sustainability Tourism
Contexto Educativo
Citação
FARINHA, Carlos Filipe da Silva Ferreira. (2025). "Key determinants of customer satisfaction in tourism and hospitality". Ponta Delgada: Universidade dos Açores, 2025. 191 p. Tese de Doutoramento em Ciências Económicas e Empresariais. Disponível em http://hdl.handle.net/10400.3/8930