The Keys to tourist satisfaction – building quality

Key factors for satisfying demands of tourists

Gavin Bell

Importance of tourist satisfaction

• Destinations and businesses are under the global spotlight

• Every tourist is a potential travel writer – with a huge audience

• Unhappy tourists are the most prolific writers !!

• Bad reviews effect everyone• Creates perception

From tourists

But from 311 Russia based Business Executives!

• And 130th out of 140 for recommending extension of business trips !

• Something is very wrong!!

But the reality - The Russian Federation has so much to offer!!

The greatest cultural and natural diversity in a single country – the worlds largest country

Urban / City tourism should not be seen in isolation - tourists want to discover the real Russia – combine urban and rural to increase the appeal

happy travellers tell their tales of unfriendly Russians too

Dealing with the perception

Remember Tourists take journeys

• Their experience starts long before they come to your destination and finishes long afterwards!

• To build a quality experience – Russian Tourism and MFA needs to review access to the country for tourists.

• Many visa dependant countries offer low cost Visa on arrival or e-visa for short stay (30 days) tourist.

• 10 days process and expense deters tourists.

Majority of posts on internet forums regard visa issues

Followed by other concerns:• Quality vs price of accommodation• Security – not just crime, but travel safety and

food safety• Taxis ! The hidden ambassadors or

executioners of your reputation• How will they find their way around as non

Russian speakers

Integrated Quality Management of Tourist Destinations

• Satisfaction of tourist = Success of Destination• Interdependent components – not just the

primary infrastructure• Many successful destinations have moved to

an Integrated Quality Management approach• Common sense strategic approach – evolved

from business management• Structured approach

IQM – a working definition

“an approach to managing a tourism destination which focuses on an on-going process of improving visitor satisfaction, while seeking to improve the local economy, the environment and the quality of life of the local community”

For both Urban and Rural Destinations

IQM needs 3 key levels of awareness

• Visitor satisfaction• Satisfaction of tourism industry professionals• Integration into the community :

• Satisfaction of residents• Environmental protection, sustainable

use of natural and cultural resources

A tourism destination is complex

• Developing a quality management approach requires strong leadership and true partnership

• The lead authority needs to be recognised and accepted

• Many different options – • Local authority• Destination management partnership• NGO

• Choose best for your destination

A clear strategy is essential

• A careful analysis of the current situation • Setting of SMART objectives• What are you trying to achieve? What is your

trigger? • Increase visitor numbers/extend season?• Improve quality of experience and visitor

satisfaction• Improve image of destination• Revive declining tourism

Communications

• Improved destination marketing• Increased accessibility to material• Better positioning on the market for tourism

professionals• Utilising new technology• Booking systems• Improved Internal communications

Training of frontline personnel• Tourism is a people industry• Quality of personal service is top priority –

this is what people remember• Training in customer care and service

essential• Well trained staff are motivated• Training should be integrated into

employment policy of all key tourism businesses

• Lead body should ensure training is accessible to all

Tourism services• Tourist Information

provision – permanent access

• Visitor care and orientation• Interpretation• Guides and trails

Accommodation and food

• Introduce recognised quality standards• Clear classification systems• Upgrade culinary heritage – traditional

destination specific food• Training in tourist care and visitor welcome

• Very few tourists have single interests – looking for diversity

• Increasing global trend looking for authenticity – the real thing

• Global media makes the world smaller and breeds a desire to discover

• Globe Trekker, No Reservations, Bizarre Food, BBC World – all promote inquisitive tourism

• Looking for unique experiences

The Modern Tourist is looking for more

They want to meet real people

For once the Americans have had a good idea!

• Develop tourism products that showcase the true heart of Russia

• Go beyond the museums, monuments and stunning heritage

• The real memories and then the ‘online’ face of Russian city tourism comes from meeting people

• Personal interaction• Urban Community Based Tourism!!

You can take it further

• Develop opportunities for tourists to discover real Russian life

• Broaden the range of opportunities for eating and drinking ‘real’ Russian cuisine – the family run restaurants – true home cooking like your grandmother cooks!

• Meeting local producers and crafts people – and help them develop their products as souvenirs

• Hidden corners off the beaten track• Quality local guides – opening doors• Spread the benefits – and through competition – raise the

mainstream standards

Innovation

• A people focussed experience will enhance traditional tourism products

• Provide added value and add competiveness• Provide new opportunities for employment

and economic development• Create ambassadors for Russian tourism• Russia – one of the most friendly and

welcoming destinations for tourism !!