Matakuliah : G1174/Tourism Management and Planning
Tahun
: 2007
Managing Quality in A Tourism Destination
Pertemuan 25-26
Topics
• Quality management in a tourism destination
• Trend and issues in the future of tourism destination
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Objectives
1. To demonstrate quality management in a tourism destination
2. To identify trends and issues in the future of tourism destination
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What do we mean by quality
• Quality is a key to achieving customer satisfaction
• It is a perception in the minds of customer
• The totality of features and characteristic of a product or service
that bears on its ability to satisfy stated or implied needs
• Quality means different things to different people involved in the
production and consumption of a product or service
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•
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Total perceived
quality
Total perceived
quality
Experience quality
Marketing & Sales
Image
Word of mouth
Public relation
Needs & values
Expected quality
Image
Internal relation
Technical solution
Know how
Technical
quality
What?
Machines
Computerised system
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Behaviour
Functional
quality
Accessibilit
How?
Appearance
y
Service-mind set
Attitude
Source: Gronross in Cooper (2005)
Quality management approaches
• Quality control – monitoring products or services’ quality and
solving problem
• Quality assurance – prevention of quality problems in the first place
• Total quality control – concentrate on production and service
delivery process
• Total quality management – concern with achieving constant,
continuous improvement of production and service delivery quality
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Service is ...
• A process consisting of a series of more or less intangible activities that normally,
but not necessarily always, take place in interaction between customer and
employee and physical resources and system, which are provided as solution to
customer problems.
• Personal commission work involving the technical element of a goal, the
instrument, the order and a man.
Basically, in service there should be:
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–
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–
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mutual relation between producer and customer
something extraordinary
more than customer’s expectation
unique and different than competitors
can be improved at low cost
Output of service: satisfaction or dissatisfaction
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Quality management and service
Criteria of Service Quality
 Professionalism & skills
 Attitudes & behavior process
 Accessibility & flexibility  process
 Service recovery & handling complaint  process
 Serviscape  process
 Reputation & credibility  image
SERVQUAL instrument
1. Reliability
6. Communication
2. Responsiveness
7. Credibility
3. Competence
8. Security
4. Access
9. Understanding
5. Courtesy
10. Tangible
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Quality management and tourism destination
Quality management in tourism is particularly difficult because
• Tourists buy shared use rights to tourism products, the suppliers
have little control over the quality of products
• Visitors pay very different price for their holidays. It affect the level
threshold quality perceived.
• Traveller may have unrealistic high expectation of holidays that
perhaps it is impossible for the products ever to live up.
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Quality in a tourism destination means …
•
•
•
•
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•
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The physical environment of destination and attraction
The price visitors pays – value for money
The service offered to tourists
The reliability of products
The safety of traveller in a destination
The number of complaints received
Tourist Satisfaction and Expectation
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Satisfaction is emotional respond of an occasion or event or experience which can be equal or
beyond his/her expectation
The importance of tourist satisfaction
• Positive word-of mouth recommendation
• Creating a repeat business
• Dealing with complaint is expensive, time-consuming and bad reputation
Type of satisfaction:
(1) Instrumental - respond for technical quality
(2) Expressive - respond for functional quality
Type of expectation:
• Fuzzy expectation: customer expect producer to solve problem but do not have a clear
understanding of what should be done
• Explicit expectation: realistic and/or unrealistic expectation
• Implicit expectation: customer take for granted
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Designing quality management system
It should cover every aspect of management including:
• The tangible elements, i.e. building, aesthetic appeal, safety, cleanliness, comfort,
security, etc.
• Service delivery process, i.e. competency and attitude, professionalism,
quarantines and warranties, etc.
• Human resource management, i.e. recruitment, training, performance, etc.
• Marketing, i.e. fair price, honest brochure, etc..
• Financial management, i.e. effective budget, straightforward accounting, etc.
• Relationship with suppliers
• Provision for visitors with special needs
• Relationship with local community
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Constraints on quality management in a destination
• A lack of finance to fund necessary development or improvement
• A lack of interest of some stakeholders – employee, government,
community, etc.
• A culture that is not conductive to quality management
• Different view on what quality means between stakeholders
• Different level of quality between tourists and service providers
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The future of destination management
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Warranty for service excellence
Social driver of change
Political issues
Safety, Security and Risk
Global warning – climate changes
Human resource for tourism
New Tourism
Political spirit in a tourism destination
• GATS –providing tourists with the best products and services at the best prices.
This will
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Encourage open tourism markets
Elimination barrier to travel and supply chain
Fair competition
Elimination anti-competitive practice (monopoly) in tourism
Equal access to transport and distribution system
• Trade bloc – country grouping in economic alliances i.e. ASEAN, EU
• Globalisation – free trade agreement, e-Business, utilisation of CRS and GDS,
strategic alliances, global brand, etc.
• Emergent pattern – Niche tourism as political will.
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Niche Tourism
• A form of tourism which involves consumers whose holiday choice is inspired by
specific motivations and whose level of satisfaction is determined by the
experience they pursue.
• Types of Niche tourism:
– Physical activities i.e. Adventure tourism, backpacker tourism, sport travel, etc.
– Learning-oriented i.e. audio tourism , creative tourism, educational tourism, ancestry
tourism - to visit birth places, hobby tourism, etc.
– The Heritage museum
– The cultural oriented i.e. heritage tourism, village tourism, music tourism, etc.
– The nature based i.e. coastal tourist, ecotourism, agritourism, etc.
– Lifestyle-oriented niche tourism i.e. Gay tourism, Cuisine and Gourmet tourism, health
tourism, medical tourism, mystical tourism, etc.
– Perpetual tourism - free tax destination
– Pilgrimage tourism
– Shopping tourism
– Space tourism and virtual tourism
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New Tourism
• New Tourism dares to embrace a new dimension of Travel & Tourism. It is a
mature response to a more complex world.
• New Tourism is a new sense of coherent partnership between the private sector
and public authorities.
• It is geared to delivering commercially successful products – but in a way that
ensures benefits for everyone.
• New Tourism looks beyond short-term considerations. It focuses on benefits not
only for people who travel, but also for people in the communities they visit, and
for their respective natural, social and cultural environments.
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Conclusion
• Quality management is still a subject in its infancy, even though the
future expects quality as the key issues.
• Concept of quality management in a tourism destination will not be
determined by the destination itself, it is likely to be tourist-driven
and will evolve in response to change in consumer attitude
• It is clear that the future of tourism will only be acceptable and
successful if a well-trained and professional workforce is in able and
able to implement the very best practice in managing tourism
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