Outdoor hospitality performance: Through the lens of the balanced scorecard and its customer perspective

The purpose of this study is to lay the foundations for measuring customer performance in the outdoor hospitality sector and encourage relevant internal benchmarking through an adapted balanced scorecard. The literature on balanced scorecard and customer performance is classified by identifying their antecedents in the context of outdoor hospitality management. Using an inductive approach, the study employs a lexicometric analysis to identify the main categories of customer satisfaction in a well-known European camping chain. In addition, this research proposes a methodological building block adapted for camping business that integrates multiple classes and attributes into the customer perspective of the BSC model addressing the current over-simplification of this element of the model. This study highlights the importance of integrating customer feedback into a performance measurement system and provides a practical tool for managers to apply and adapt customer comments into a campsite BSC system.