Integrated Quality Management (IQM) in tourist destination: general approach and objectives, theoretical background, practical recommendations

Transcription

1 Integrated Quality Management (IQM) in tourist destination: general approach and objectives, theoretical background, practical recommendations Piotr Zmyślony, Ph.D. Poznań University of Economics and Business

2 TQM organisation level IQM destination level

3 QUALITY in a tourist destination means: Foto: Flickr CC

4 Quality of tourist attractions and resources Foto: Jakub Pindych

5 Foto: Flickr CC

6 Quality of hospitality

7 Foto: Flickr CC

8

9 INTEGRATED means: cooperation Foto: Flickr CC

10 INTEGRATED means: pooling resources Foto: Flickr CC

11 INTEGRATED means: overcoming fragmentation Foto: Flickr CC

12 INTEGRATED means: seamless offer Foto: Flickr CC

13 INTEGRATED means: creation of value chain Foto: Flickr CC

14 INTEGRATED means: positioning Foto: Flickr CC

15 INTEGRATED means: coordination Foto: Flickr CC

16 INTEGRATED means: joint aims Foto: Flickr CC

17 INTEGRATED means: Foto: Flickr CC

18 INTEGRATED means: sustainability Foto: Flickr CC

19 MANAGEMENT means: systemic approach

20 MANAGEMENT means: competitiveness Foto: Flickr CC

21 Integrated Quality Management is a constans searching for the balance between internal and external quality

22 Internal quality the value that tourists receive throughout the chain of experiences characterising their visit in a destination [economic improvement in the short term]

23 External quality the development of sustainable tourism with a rational and renewable use of resources [local development in the long term]

24 Source: European Commission 2000

25 Why destinations need IQM?

26 The nature of destination product ü Extremely diversified and heterogenic ü Holistic but fragmented ü Abstract (needs a marketing narration) ü Experienced as value chain by different tourist segments ü simultaneously targeted at and consumed also by residents, workers, leisure shoppers and other visitors

27 The Kano model MUST BE QUALITY safety & security, higiene etc. ONE- DIMENSIONAL QUALITY accommdation, catering, transport, museums, biking infrastructure etc. ATTRACTIVE QUALITY hospitality, architecture & design, city atmospphere, local customs etc. Source: European Commission 2000

28 Destination value chain concept PRE VISIT IMAGE PRE VISIT INFORMATION BOOKING JOURNEY TO DESTINATION PLACES TO EAT INFORMATION IN DESTINATION PLACES TO STAY INITIAL WELCOME ATTRACTIONS AND AMENITIES INFRASTRUC TURE AND ENVIRONMENT FAREWELL AND RETURN JOURNEY POST VISIT IMAGE Source: European Commission 2000

29 The EFQM model Source: European Commission 2000

30 Foto: Metropolia Poznań Identify the partners Not all but key stakeholders

31 fotoportal.poznan.p Identify the partners Not only tourism but related and supporting industries

32 Identify the partners The city municipal authorities should be always involved Foto: Urząd Miasta Poznania

33 Identify the partners Everyone says I know what to do

34 Destination leadership public private non-profit

35 Destination leadership public private non-profit

36 Destination leadership public-private association municipality organisational unit regional authorities private mixed association

37 Strategic approach you name it: strategy action plan road map vision 2030, 2040, 2050 etc.

38 Initiatives! many initiatives, common goals

39 Public initiatives Environment and sustainable development

40 Public initiatives Environment and sustainable development

41 Public initiatives Environment and sustainable development Foto: Urząd Miasta Poznania

42 Public initiatives Security Foto: ITS Poznań

43 Public initiatives Investment projects

44 Public initiatives Investment projects

45 Leader s support for tourism professionals Internal communication Marketing communication Training of competent personnel

46 Leader s support for tourism professionals Training of competent personnel

47 Services for tourists Tourist information Visitor care and orientation Foto: Erik Wotsoe

48 Services for tourists Combined products

49 Measurment and evaluation what to measure: number of visitors satisfaction of visitors satisfaction of professionals quality of life tourism impact

50 Measurment and evaluation public statistics systematic marketing surveys benchmarking tools experts analysis tourism barometer

51 Thanks for integrating your attention and the quality of your support

52 Sources European Cornmission, Towards Quality Coastal Tourism, Enterprise Directorate- General - Tourism Unit, Bruksela European Cornmission, Towards Quality Rural Tourism, Enterprise Directorate- General- Tour- ism Unit, Bruksela Frank M. Go, Robert Govers (2000). Integrated quality management for tourist destinations: a European perspective on achieving competitiveness, Tourism Management 21 (2000)