A Web survey of a random sample of tourism industry organizations across Utah assessed the industry's perceptions and attitudes toward hospitality and customer service training. Respondents believed that better hospitality and customer service extended to the visitors positively influence tourism businesses and strongly insisted providing hospitality and customer service training for employees as necessary in this regard. Respondents also exhibited an interest in being directly involved in a hospitality and customer service training program in the state. Many of the respondents perceived "online" and "on demand" hospitality and customer service training as being useful and exhibited an interest to use such training. The majority of respondents had at least some degree of willingness to pay for hospitality and customer service training for their employees. Some negative motivations towards training also existed, especially because existing training programs often did not capture the real needs of all of the industry stakeholders
