Integrated quality management [compatibility mode]

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Integrated quality management [compatibility mode]

  1. 1. Dr. Nimit Chowdhary Professor Indian Institute of Tourism and Travel Management What is Quality? Does it make sense in Tourism ?
  2. 2. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 2 } Expectations (E) Offer (O) Quality Gap t1 A B C D Quality gap
  3. 3. 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?
  4. 4. 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
  5. 5. 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 PerceivedPerceived serviceservice qualityquality Satisfaction Personal needs and desires Past Experience Word of mouth Marketing Communi cation How service expectations are formed… Factors that put quality in service Compared to… How satisfaction is determined…
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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.
  10. 10. 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
  11. 11. 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.
  12. 12. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 12 Elements of quality Aspects of quality Elements of quality Working of products Reliability Workability Useful work-life Specifications Design Aesthetics Satisfaction Performance Product features Services Assessment Perception of quality
  13. 13. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 13 Facilities Functions Aestheticalaspects Hardware Landscape Adverseeffects/ pollution Consumptionof resources Environment Service Information Hospitality Software Qualityintourism
  14. 14. 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.
  15. 15. 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
  16. 16. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 16 Destination stakeholders
  17. 17. 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)
  18. 18. 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.
  19. 19. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 19 IQM Approach
  20. 20. 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”.
  21. 21. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 21
  22. 22. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 22
  23. 23. 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
  24. 24. 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
  25. 25. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 25 Level-1 Must-be requirements These 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
  26. 26. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 26 Level- 2 Scaleable requirements These 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.
  27. 27. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 27 Level-3 Attractive requirements These 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.
  28. 28. 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.
  29. 29. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 29 IQM Strategy Step 1 Working together to a strategy  Setting the process going  A clear strategy well communicated  Leadership and partnership structures  Local tourism businesses  The local community
  30. 30. 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 (accommodatio n) 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
  31. 31. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 31 IQM Strategy Step 2  Marketing and communication  Welcome, orientation and information  Accommodation  Local produce and gastronomy Delivering quality at all stages of the visitor experience
  32. 32. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 32 IQM Strategy Step 2  Attractions and events  Recreation  Environment and infrastructure Delivering quality at all stages of the visitor experience
  33. 33. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 33 IQM Strategy Step 3  Understanding visitor needs and seeing they are met  Setting, checking and communicating standards Installing effective quality management and monitoring process
  34. 34. Indian Institute of Tourism and Travel Management Sessions at Pondicherry University September 10, 2013 (C) Prof. Nimit Chowdhary @IITTM 34 IQM Strategy Step 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
  35. 35. 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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