Benchmarking: destination attractiveness and small hospitality business performance

Examines the role of benchmarking within the small hospitality sector. Argues that there is considerable potential for improving service quality by this means, not only in the small businesses themselves, but also in tourist destinations, which often depend heavily on this sector. While benchmarking activity is growing in large organizations, there has been limited application among small hospitality businesses. Examines the reasons for this, and discusses how benchmarking, linked to external awards and grades, can offer advantages and bring about improvements in competitiveness for both small hospitality businesses and destinations. Consumers also benefit through clearer indication of the service likely to be offered, so that their service expectations are more likely to correspond with performance, and their satisfaction with the destination to be increased. Argues that external benchmarking needs to be directed by local authorities, so that it matches the destination’s planned strategic development.