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
The Modern Tourist is looking for more
• 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
They want to meet real people
For once the Americans have had a good
idea!
You can take it further
• 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!!
• 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 !!