Delivering Quality Tourism Services About Tourism Services Intangible

Delivering Quality Tourism Services § About Tourism Services : § Intangible : cannot be placed in inventories § Highly perishable : lose their value with the passage of time § Services, where actions are performed by one person on behalf of another : ticket reservation.

Tourism & Quality § In tourism, these two words are inseparable § Market full of tourism suppliers § Increasing competition § Quality is crucial § What is quality?

Defining Quality § Quality = Excellence ? § Form of measurement, like a thermometer § We talk of high, bad, good or poor quality § Quality is objective: room size / arriving on time § Quality is subjective: people have different values § → Quality is not always excellence § → Quality is always important. Why?

Quality is Important Because. . . § When people believe that a product is superior in quality, they are ready to pay higher price § Superior quality can generate brand-loyal customers. These customers will accept no substitutes, will not respond to competitor’s promotion § Superior quality can lead to increase market share.

Satisfaction Equation § Actual Service > Expectations = “Delighted” § Actual Service < Expectations = “Dissatisfied” § Actual Service = Expectations = “Just Satisfied”.

Delighted Customers § Quality in Service > Expectations = “Delighted” § Studies show that delighted guest: § Spread a positive word-of-mouth § Spend more money § Don’t pay attention to competition advertising § What is expectation?

People Develop Expectations in 4 Ways § Word of mouth § Personal needs or desire § Past experience § Marketing communication § What is quality?

5 Dimensions When Judging Quality in Service § Tangible, physical aspect: Buiding, equipment, uniform, employee, signs & communication material § Reliability, ability to provide by the personnel a service accurately & consistently § Responsiveness, involve willingness to help guests § Assurance: How Professional, Trained, Trustable, Knowledgable § Empathy: How to Recognize a guest, understand, care about the guest, even anticipate de guest need, how to make a guest someone special.

Organizational Excellence § Encouraging employee to deliver value and quality, at all level § Develop employee commitment, innovation § Create a workplace where everyone is motivated to excel and cares about organizational success § How?

Organizational Excellence § Effective recruitment selection § Training program § Team-building program