Integrated quality management [compatibility mode]

Dr. Nimit ChowdharyProfessor

Indian Institute of Tourism and Travel Management

What is Quality?Does it make sense in Tourism ?


Sessions at Pondicherry University

September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 2

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Expectations (E)

Offer (O)

Quality Gap

t1

A

B

C

D

Quality gap




Tourists’ Expectations

Tourists’ Perceptions

Quality Gap

What destinations

do not do?

What destinations do?



Then, what is quality? “Lies in the eye of beholder” Synonymous with excellence A form of measurement, an amount of

quality Value-based definition: trade-off between

quality and price





Tangibles Reliability

Responsiveness Assurance

Empathy

Expected Service

Perceived Service

Perceived Perceived service service qualityquality Sa

tisfa

ctio

n

Personal needs and

desiresPast Experience

Word of mouth

Marketing Communication

How service expectations are formed…

Factors that put quality in service

Compared to…

How satisfaction is determined…




Why bother about Quality?Quality management should not be seen as a route to instant success, but it should lead to the following key benefits upon which success can be built.




Why bother about Quality? More local awareness and support for

tourism generally in the destination, amongst local people and across all sectors.

Better co-ordination between local tourism enterprises themselves, and greater support for, and involvement with, the management and marketing of the destination.




Why bother about Quality? An improved image of the destination

which is real and not based on false expectations.

A set of tourism products which can be promoted with confidence.

Increased customer satisfaction, with more repeat business and recommendations.




Why bother about Quality? Better knowledge of the economic, social

and environmental impacts of tourism and ability to adjust for them.




Agenda Discuss basic concepts of quality with

reference to tourism destinations Elaborate concepts of Integrated Quality

Management Introduce customer satisfaction

evaluation tools




Basic concept Quality exists only to the extent that a product or service meets the customer’s requirements and expectations.Accordingly, the individual elements making up a strategy based on quality ‘standards’ must be founded on a thorough understanding of the customer.




Elements of qualityAspects of quality Elements of qualityWorking of products Reliability

WorkabilityUseful work-lifeSpecifications

Design AestheticsSatisfaction Performance

Product featuresServices

Assessment Perception of quality




Facilities

Functions

Aesthetical aspects

Hardware

Landscape

Adverse effects / pollution

Consumption of resources

Environment

Service

Information

Hospitality

Software

Quality in tourism




Objectives of destination management To increase local income and

employment through tourism. To ensure that the environment and

quality of life of local people is not damaged and if possible is enhanced by tourism.




What is a tourist destination?

Its internal reality, i.e., a given space that is: Internally coherent (a set of actors working

together), and; Make its own decision

Its external reality, based on its image and perception by the outside world, i.e., its meaning for the tourist.

Two interdependent elements describe a tourist destination




Destination stakeholders




Integrated Quality Management

IQM should simultaneously take into account, and have a favourable impact on the activities of tourism professionals, tourists, the local population and the environment (that is the natural, cultural and man-made assets of the destination)




IQM Approach Focusing on visitors, improving the

quality of what is provided for them, satisfying their needs and influencing their activities, so they come back again or recommend others.

Involving local people and local tourism enterprises in the management of the destination, as participants and as customers of the management process.




IQM Approach




Working definition of IQM

“...an approach to managing a tourism destination which focuses

on an ongoing process of improving visitor satisfaction, while seeking to improve the local economy, the

environment and the quality of life of the local community”.




European Foundation for Quality Management Model




Meeting customers’ requirements Level-1

Must be requirements Level-2

Scaleable requirements Level-3

Attractive requirements




Level-1Must-be requirementsThese are factors such as safety and hygiene. Failure to meet them may cause a destination to fail completely, but meeting them does not really add to its competitive edge.

Ex- Swine Flu/ terrorism/ natural calamity




Level- 2Scaleable requirementsThese are measurable factors such as the number of attractions in a destination, the size of bedroom etc. These may influence a visitor’s decision to choose the destination.

Here, accurate information is important -visitors need to know what they are getting in order to be satisfied.




Level-3Attractive requirementsThese are more subjective factors to do with style of facilities and treatment by the host. They are more likely to be apparent during the visit itself. They may include little added extras which make a destination exceed expectations and can have the greatest influence on the visitor’s ultimate experience and likelihood of returning.




How does IQM relate to tourist destination? Well organized, pulling together, and

knowing what it wants to achieve through tourism;

Concerned about all the aspects of the visitors’ experience and the impact on local people and the environment, and

Committed to monitoring and improvement, as an ongoing process.




IQM StrategyStep 1Working together to a strategy Setting the process going A clear strategy well communicated Leadership and partnership structures Local tourism businesses The local community




Pre visit image/ message

Pre visit information Making booking Journey to

destination

Eating (cuisine)Staying

(accommodation)

Information in destination Initial welcome

Attractions and amenities (built

attributes)

Infrastructure and

environment

Farewell and return journey

After visit contact and memories

Tourist (experience) value chain




IQM StrategyStep 2

Marketing and communication Welcome, orientation and information Accommodation Local produce and gastronomy

Delivering quality at all stages of the visitor experience




IQM StrategyStep 2

Attractions and events Recreation Environment and infrastructure

Delivering quality at all stages of the visitor experience




IQM StrategyStep 3

Understanding visitor needs and seeing they are met

Setting, checking and communicating standards

Installing effective quality management and monitoring process




IQM StrategyStep 3

Working with people on training and improving quality

Monitoring the impact on local economy, community and environment

Installing effective quality management and monitoring process




IQM Implementation

Integrated quality management [compatibility mode]

Business

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