Satisfied guests come back and do word-of-mouth advertising. This leads to a higher average infrastructure utilisation and at the same time leads to reduced advertising costs. Wehrli et al. (2011) stated that Lucerne gets over a million overnight tourists every year not counting the number of tourists who just stop by the city during the day. This staggering number can only take place if the visitors kept coming back to the city as the numbers do not at all imply that these million visitors…