CHECKHI: A Checklist for Evaluating the Customer Experience of Tourism in the Hotel Industry

Evaluating the customer experience (CX) when guests interact with different products or services helps to understand their perceptions and responses during journey. Nevertheless, most evaluation methods/instruments used in hotel sector only focus on individual touchpoints of a customer’s journey, not whole CX. This article presents CHECKHI: novel checklist for evaluating CX tourism area, specifically industry. CHECKHI is composed 102 items divided into seven that cover entire guest journey (before, during, after stay). We adapted applied an eight-stage methodology develop, validate, refine CHECKHI, within two iterations. performed several experiments verify content validity using Delphi method interviews. The results obtained validations demonstrate its representativeness, clarity, usefulness; this makes it possible evaluate at identified, regardless type. could be useful companies and/or organizations offer require evaluations CX; academics who need create new instruments can use as reference; professionals learn about sector.