Tourism quality program in Gijon
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Tourism quality program in Gijon

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Tourism quality program in Gijon Tourism quality program in Gijon Presentation Transcript

  • Integrated Quality System for Tourism in Gijón Paris 21 st October 2008 S ociedad M ixta de T urismo de Gijón (G ijón J oint T ourist B oard )
    • 1. Presentation
      • - Gijón
      • - Sociedad Mixta de Turismo de Gijón (Gijón Joint Tourist Board)
      • - AGICATUR: Asociación de Gijón para la Calidad Turística (Gijón Association for Tourism Quality)
    • 2. Integrated Quality System for Tourist Destinations
    • - Goals
    • - Tools and methods of assessment
    • - Background to the project
    • - Actors
    • - Implementation approach
    • - Description of the working method
    • - Resources
    • - Results
    • - Obstacles to implementation/lessons learned/innovation and adaptability
    • - Weaknesses and strengths
    Contents
  • 1 Presentation
  • GIJÓN Gijón… Spanish coastal city. In the Principality of Asturias . 181.6 km², of which 92 % is countryside. The most populated borough in the region. Known as the "capital of the Green Coast". Tourism capital of Asturias. A Tourism Excellence Municipality.
  • GIJÓN Gijón City Council… Projects Gijón's image outside of the city as a Quality Tourism destination . Works with quality in the overall sense. Quality is a strategic line of action and a strong pledge . Local Development Area and municipal companies, among these the Sociedad Mixta de Turismo (Joint Tourist Board), which has received certification from diverse systems:
    • Obtained the EFQM 300+ EXCELLENCE SEAL
    • ISO 9001:2000 – In 2006, certification was broadened to include all its departments
    SMT
    • ISO 9001:2000 – First Tourist Information service in Spain to obtain said certification.
    • Principality of Asturias Award for fulfilling quality parameters that guarantee good service and continuous improvement in its activities.
    • ICTE Q Standard – Certificate holder since 2006
    • Quality with a smile - a mark instigated by the Regional Tourist Board (SRT )
    INFOGIJÓN CONVENTION BUREAU
    • ICTE Q Standard - Certificate holder since 2008
  • Gijón Joint Tourist Board 1991 · Tourism included as one of the city's strategic lines of action. The TOURISM COMMITTEE was created as part of Gijón’s Strategic Plan . Its first proposal was to create a public-private cooperation entity in the tourism sector. 1993 · The Sociedad Mixta de Turismo y Festejos de Gijón, S.A. (Gijón's Joint Tourism and Festivities Board) came into being, with public-private share capital. 1999 · The Festivities Area became part of the Sociedad Anónima Teatro Jovellanos . MISSION/VISION: Project Gijón's image outside of the city as a Quality Tourism destination Foster and foment meetings tourism. Raise awareness in the population regarding the importance of tourism for the city. Boost the business development of the tourism sector. Welcome and attend to visitors to the city on their arrival. Foster cooperation between the public and private sectors.
  • Gijón Association for Tourism Quality (AGICATUR) A Non-Profit entity, constituted on 18 th November 2004 with the goal of improving the quality and competitiveness of tourism companies in the city. GOALS: Act as the SICTED Managing Body in Gijón Offer tourism companies technical assistance and advice (SICTED, EFQM, ISO, Q, etc.) Foster relations of collaboration and cooperation with similar entities. Foster Gijón's consolidation as a quality tourism destination as a complement to other public-sector actions. Its founding partners are: Sociedad Mixta de Turismo de Gijón. Gijón, Carreño and Villaviciosa Hotel and Catering Trade Association. Gijón and Carreño Shopkeepers' Association. Principality of Asturias Hotel Association. Chamber of Commerce, Industry and Shipping.
    • 1. Presentation
      • - Gijón
      • - Sociedad Mixta de Turismo de Gijón (Gijón Joint Tourist Board)
      • - AGICATUR: Asociación de Gijón para la Calidad Turística (Gijón Association for Tourism Quality)
    • 2. Integrated Quality System for Tourist Destinations
    • - Goals
    • - Tools and methods of assessment
    • - Background to the project
    • - Actors
    • - Implementation approach
    • - Description of the working method
    • - Resources
    • - Results
    • - Obstacles to implementation/lessons learned/innovation and adaptability
    • - Weaknesses and strengths
    Contents
  • 2 Integrated Quality System for Tourist Destinations (SICTED)
    • GOALS:
    • Act as a destination observatory .
    • Foster and improve the level of quality offered by tourism actors in the city.
    • Foster and improve the quality level of the service offered by tourism establishments
    • in the city, as well as the way in which these are perceived by their customers .
    • 4. Foster and improve the level of overall quality of the destination.
    • 5. Encourage business cooperation , favouring the generation of actions that are comprehensive in nature, shared, according to sectors, etc.
    " Integrated Quality System for Tourist Destinations" (SICTED) This is one of the most ambitious projects undertaken by the PICTE (Integrated Spanish Tourism Quality Plan), backed by the FEMP (Spanish Federation of Municipalities and Provinces) and funded by the Secretariat General for Tourism . Currently, more than 85 Spanish destinations are working within the framework of the project and manuals have been produced for 25 tourism sub-sectors .
    • TOOLS AND METHODS OF ASSESSMENT
    • SICTED Forum Periodic meetings between the SGT and technical officers at each destination to coordinate initiatives and deal with problems and novelties in the programme.
    • Control Panel: Indicators for monitoring the evolution of quality levels at each destination. Data is obtained :
    • Supply: trade sector and sub-sector associations, competent bodies, direct contribution on the part of the establishments.
    • Demand: opinion polls of visitors and local residents.
    "Integrated Quality System for Tourist Destinations"
  • BACKGROUND TO THE PROJECT The Local Quality Plan arose within the framework of Gijón's Tourism Excellence Plan in the year 2003 with the aim of improving the quality of services perceived by tourists during their stay in the city. Proof of the results was the participation of over 250 companies . BACKGROUND TO THE PROJECT: LOCAL QUALITY PLAN HOTELS RESTAURANT AND CATERING SERVICES SMALL SHOPS GIJÓN'S NIGHTWATCHMEN TRANSPORT SERVICES OTHER SECTORS RESTAURANTS FAST FOOD RESTAURANT SERVICES CIDER TAVERNS PUBS BARS AND CAFES URBAN TRANSPORT TAXI SERVICES OCCASIONAL PASSENGER TRANSPORT SERVICES SECTORS INVOLVED
  • 1. Companies: - Improvements in management - Improvements in customer satisfaction - Improvements in the providing of services. - Improvements in the level of professionalism and motivation of staff. - Improvements in promotion and marketing strategies. BACKGROUND TO THE PROJECT: Local Quality Plan Beneficiaries of the project 2. Customers : - Obtaining of improved services. - Assurance that their suggestions and opinions will be valued. - Improvements as regards value-for-money. - Possibility of choosing establishments with suitable quality standards. 3. The Destination : - Raise overall quality and satisfaction on the part of visitors. - Line of cooperative work between the public and private sectors. .
  • "Integrated Quality System for Tourist Destinations" ACTORS INVOLVED MANAGEMENT Secretariat General for Tourism (SGT) Spanish Federation of Municipalities and Provinces (FEMP) THE DESTINATION Managing Body: AGICATUR Beneficiaries: Companies, services, visitors, local residents, etc. ALLIANCES Green Spain's Fishing Towns Cities of Green Spain Cooperation Network of Towns on the Ruta de la Plata
  • Sectors Involved Beaches Other services Local Police Taxis Tourist transport Restaurants Guides Marina Shops Convention Centre Visitable Tourist Interest Centres Natural areas Country cottages Ski resorts Camping sites PCO’s Bars and cafes Tourist Information Offices Artisans Hotels Car rentals Sports and leisure activity companies Hostels Convention Bureau Travel agencies "Integrated Quality System for Tourist Destinations" IMPLEMENTATION APPROACH Tourism  The transversal nature of the sector and its scope calls for the coordination, motivation and collaboration of all the actors at the destination. The creation of SCTE Destinos (SICTED) as a product of the Secretariat General for Tourism (SGT) to provide an integrated, permanent quality management system at tourist destinations , combining individual actions and efforts under one overall objective.
    • DESCRIPTION OF THE WORKING METHOD
    • Awareness-raising phase
    • Affiliation of companies
    • Implantation of the quality system in companies:
    • - Self-assessment and drawing up of an Improvement Plan
    • - Start implanting the Best Practice Manual
    • Technical Assistance at a Group Level
    • Distinction and Recognition
      • External Assessment
      • Quality Committee
      • Application for the Emblem
      • Awarding of Emblems
    • Follow-up and Renewal
    THE SICTED EMBLEM "Integrated Quality System for Tourist Destinations"
  • VIDEO DESCRIPTION OF THE WORKIG METHOD
  •  
    • RESOURCES
      • SWOT Matrix: Defines strategies and lines of action.
      • Destination Survey: Analysis of the tourist area.
      • Best Practice Manuals: Management and customer-service standards.
      • Computer Tool: Destination information and data management.
    "Integrated Quality System for Tourist Destinations"
  • RESULTS FOR 2008 43 Affiliations and companies working on the project 47 No. of companies opting out 266 + 302 taxis Recognised companies in 2008 NUMBER OF COMPANIES   "Integrated Quality System for Tourist Destinations"
    • OBSTACLES TO IMPLEMENTATION
    • Free-of-charge initially.
    • Large amount of documentation for some companies.
    • Requirements that are unfeasible or very complicated to apply in small companies.
    • LESSONS LEARNED
    • Balance between quantity and quality.
    • Dynamic and ongoing.
    • Maintain interest in the system.
    INNOVATION AND ADAPTABILITY - Integrated awareness of the destination. - Identification of common goals on the part of all the actors involved. Increase in the positive perception held by visitors of Gijón as a destination "Integrated Quality System for Tourist Destinations"
    • WEAKNESSES
    • Difficulty to continue increasing the number of companies.
    • Difficulty in maintaining the implantation and motivation of business owners over time.
    • Lack of coordination between all the participating destinations.
    • High cost of sustaining the project.
    • STRENGTHS
    • Tried and tested improvement in the management of companies.
    • Tried and tested improvement at the destination leading on from the individual improvements of companies.
    • A broad, specialized team of workers.
    • Prior experience in developing a local quality plan.
    "Integrated Quality System for Tourist Destinations"
  • Thank you for your attention