integrated quality management [compatibility mode]
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Dr. Nimit ChowdharyProfessor
Indian Institute of Tourism and Travel Management
What is Quality?Does it make sense in Tourism ?
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 2
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Expectations (E)
Offer (O)
Quality Gap
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A
B
C
D
Quality gap
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 3
Tourists’ Expectations
Tourists’ Perceptions
Quality Gap
What destinations
do not do?
What destinations do?
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
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
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 4
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 5
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…
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 6
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 7
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 8
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 9
Why bother about Quality? Better knowledge of the economic, social
and environmental impacts of tourism and ability to adjust for them.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 10
Agenda Discuss basic concepts of quality with
reference to tourism destinations Elaborate concepts of Integrated Quality
Management Introduce customer satisfaction
evaluation tools
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 11
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 12
Elements of qualityAspects of quality Elements of qualityWorking of products Reliability
WorkabilityUseful work-lifeSpecifications
Design AestheticsSatisfaction Performance
Product featuresServices
Assessment Perception of quality
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 13
Facilities
Functions
Aesthetical aspects
Hardware
Landscape
Adverse effects / pollution
Consumption of resources
Environment
Service
Information
Hospitality
Software
Quality in tourism
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 14
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 15
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
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 16
Destination stakeholders
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 17
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)
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 18
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 19
IQM Approach
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 20
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”.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 21
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 22
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 23
European Foundation for Quality Management Model
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 24
Meeting customers’ requirements Level-1
Must be requirements Level-2
Scaleable requirements Level-3
Attractive requirements
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 25
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
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 26
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 27
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 28
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.
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 29
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
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 30
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
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 31
IQM StrategyStep 2
Marketing and communication Welcome, orientation and information Accommodation Local produce and gastronomy
Delivering quality at all stages of the visitor experience
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 32
IQM StrategyStep 2
Attractions and events Recreation Environment and infrastructure
Delivering quality at all stages of the visitor experience
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 33
IQM StrategyStep 3
Understanding visitor needs and seeing they are met
Setting, checking and communicating standards
Installing effective quality management and monitoring process
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 34
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
Indian Institute of Tourism and Travel Management
Sessions at Pondicherry University
September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 35
IQM Implementation
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