An investigation into innovation measurement and its impact on customer satisfaction and performance of visitor attractions, a case study of Rosslyn Chapel.

Abstract

This research project aims to analyse the measurement of innovation and its impact on customer satisfaction and overall performance of visitor attractions with a specific case study of Rosslyn Chapel. Three objectives were established to guide primary and secondary research and achieve the aim of the dissertation, these are: to analyse different types of innovation in tourism; to examine different ways of innovation measurement; and to investigate whether the innovation has a positive impact on performance of visitor attractions. A mixed methods approach enabled to gain an in-depth understanding of innovation in Rosslyn Chapel. Two semi-structured interviews were carried out with employees of the chapel. The total number of 40 questionnaires was conducted with customers of Rosslyn Chapel. Collecting data from both employees and customers helped to analyse innovation from both perspectives to gain more comprehensive results. Main findings corroborated the earlier studies about the positive impact of innovation in visitor attractions on customer satisfaction. The findings showed that there is a positive correlation between innovation and customer satisfaction in Rosslyn Chapel. However, positive correlation between innovation and overall performance of the chapel was only estimated because further analysis of annual reports is needed to provide exact results. Both recommendations on further improvement of the visitor centre in Rosslyn Chapel and future research in this field were provided.