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Several state campground associations are embracing standardized guest satisfaction surveys in an effort to help their members pinpoint problem areas while providing the campground industry with consistent data.
The California Travel Parks Association (CTPA), Florida Association of RV Parks and Campgrounds (Florida ARVC), Campground Owners of New York (CONY) and the Texas Association of Campground Owners (TACO) are among the growing numbers of associations that have agreed to promote the use of standardized surveys by Murrieta, Calif.-based MacKinnon Campground Consulting.
According to company principal Bob MacKinnon, four other state associations are also considering endorsing his survey programs.
“Success depends on creating satisfied guests,” MacKinnon said. “We know that satisfied guests return more frequently and provide free word-of-mouth advertising. However, the first challenge in creating satisfaction is to clearly understand guest perceptions of our strengths and weaknesses. The only way to accomplish this is by implementing a system to regularly measure guests’ opinions about their experiences.”
MacKinnon said he offers campgrounds a turnkey service in which his firm contacts the private park’s guests and tracks their responses to standardized survey questions. The responses are then provided to the park so that owners and operators can evaluate specific problem areas that need their attention on a prioritized basis. The data from the surveys is also provided to state campground associations for analysis purposes.
“All of the member parks’ data will be shared with the associations, but the individual parks will not be identified,” MacKinnon said.
Providing the survey data to state associations will help identify the specific kinds of educational programs and seminars needed to help their member parks better satisfy guests’ expectations. The surveys will also help the campground sector obtain consistent data on guest satisfaction levels, travel trends and camping preferences by accommodation type.