5.1 Questionnaires
A tour debriefing is the process of gathering guests' views at the end of a tour or activity, reviewing what went well and what did not, and recording the lessons. A questionnaire is a written set of questions that guests answer themselves, on paper or online, and it is the most common debriefing tool because it is quick, cheap and gives information that can be compared across many tours. Example: a safari company in Kitengela gives each guest a one-page questionnaire on the last evening of the tour and follows up by email with an online version for those who did not complete it.
Types of questions in a questionnaire
- Closed questions: Yes or no, or multiple choice, easy to count.
- Rating scales: Guests rate items such as the guide, vehicle and accommodation, for example from 1 (poor) to 5 (excellent).
- Open questions: Allow guests to explain in their own words, such as "What was the highlight of your tour?"
- Ranking questions: Guests place items in order of preference.
Areas commonly covered
- Guiding: Knowledge, communication, friendliness and safety.
- Wildlife experience: Quality of sightings and interpretation.
- Transport: Comfort, cleanliness and driving.
- Accommodation and meals: Quality and service.
- Value for money: Satisfaction with the price.
- Suggestions: Ideas for improvement.
Designing a good questionnaire
- Set the objective: Decide what information is needed.
- Keep it short: One or two pages, or 5 to 10 minutes to complete.
- Use simple, clear language: Avoid leading or confusing questions.
- Order logically: Follow the sequence of the tour.
- Pre-test: Try it on colleagues or a few guests.
- Assure confidentiality: Explain how answers will be used.
Advantages and limitations
- Advantages: Cheap, quick, reach many guests, easy to analyse, guests can answer privately.
- Limitations: Low return rates, short or unclear answers, no chance to ask follow-up questions.
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Create a free account 🔒5.2 Surveys
A survey is a systematic collection of information from a defined group of people, often a large sample of guests over a period, to measure satisfaction, trends and patterns. While a questionnaire is the instrument, a survey is the whole exercise of planning,…
🔒5.3 Interviews
An interview is a face-to-face or telephone conversation in which the guide or manager asks guests questions about their tour experience. It gives richer, more detailed feedback than a questionnaire, because the interviewer can ask follow-up questions, clarify…
🔒5.4 Focus groups
A focus group is a guided group discussion in which a small number of guests, usually 6 to 10, share their views on the tour or a specific topic, led by a facilitator. The discussion among participants brings out ideas, feelings and suggestions that may not em…
🔒5.5 Feedback mechanism selection
Feedback mechanism selection is the choice of the most suitable method or combination of methods for collecting guests' views after a tour. No single method suits every situation: the guide or operator considers the group, the time available, the purpose of th…
🔒5.6 Feedback review
Feedback review is the process of examining the feedback collected from guests, interpreting what it means, and deciding what action to take. Collecting feedback is of no value unless it is reviewed honestly and used to improve the service. Example: every Mond…
🔒5.7 Tour report development
A tour report is a written document prepared by the guide at the end of a tour, summarising what happened, guests' feedback, problems met, expenses and recommendations. It informs the operator's management, provides a record for future tours and supports impro…
