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![Page 1: The Keys to tourist satisfaction – building quality Key factors for satisfying demands of tourists Gavin Bell.](https://reader035.fdocuments.net/reader035/viewer/2022081516/56649d8a5503460f94a6ff7d/html5/thumbnails/1.jpg)
The Keys to tourist satisfaction – building quality
Key factors for satisfying demands of tourists
Gavin Bell
![Page 2: The Keys to tourist satisfaction – building quality Key factors for satisfying demands of tourists Gavin Bell.](https://reader035.fdocuments.net/reader035/viewer/2022081516/56649d8a5503460f94a6ff7d/html5/thumbnails/2.jpg)
Importance of tourist satisfaction
• Destinations and businesses are under the global spotlight
• Every tourist is a potential travel writer – with a huge audience
• Unhappy tourists are the most prolific writers !!
• Bad reviews effect everyone• Creates perception
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From tourists
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But from 311 Russia based Business Executives!
• And 130th out of 140 for recommending extension of business trips !
• Something is very wrong!!
![Page 5: The Keys to tourist satisfaction – building quality Key factors for satisfying demands of tourists Gavin Bell.](https://reader035.fdocuments.net/reader035/viewer/2022081516/56649d8a5503460f94a6ff7d/html5/thumbnails/5.jpg)
But the reality - The Russian Federation has so much to offer!!
The greatest cultural and natural diversity in a single country – the worlds largest country
Urban / City tourism should not be seen in isolation - tourists want to discover the real Russia – combine urban and rural to increase the appeal
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happy travellers tell their tales of unfriendly Russians too
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Dealing with the perception
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Remember Tourists take journeys
• Their experience starts long before they come to your destination and finishes long afterwards!
• To build a quality experience – Russian Tourism and MFA needs to review access to the country for tourists.
• Many visa dependant countries offer low cost Visa on arrival or e-visa for short stay (30 days) tourist.
• 10 days process and expense deters tourists.
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Majority of posts on internet forums regard visa issues
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Followed by other concerns:• Quality vs price of accommodation• Security – not just crime, but travel safety and
food safety• Taxis ! The hidden ambassadors or
executioners of your reputation• How will they find their way around as non
Russian speakers
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Integrated Quality Management of Tourist Destinations
• Satisfaction of tourist = Success of Destination• Interdependent components – not just the
primary infrastructure• Many successful destinations have moved to
an Integrated Quality Management approach• Common sense strategic approach – evolved
from business management• Structured approach
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IQM – a working definition
“an approach to managing a tourism destination which focuses on an on-going process of improving visitor satisfaction, while seeking to improve the local economy, the environment and the quality of life of the local community”
For both Urban and Rural Destinations
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IQM needs 3 key levels of awareness
• Visitor satisfaction• Satisfaction of tourism industry professionals• Integration into the community :
• Satisfaction of residents• Environmental protection, sustainable
use of natural and cultural resources
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A tourism destination is complex
• Developing a quality management approach requires strong leadership and true partnership
• The lead authority needs to be recognised and accepted
• Many different options – • Local authority• Destination management partnership• NGO
• Choose best for your destination
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A clear strategy is essential
• A careful analysis of the current situation • Setting of SMART objectives• What are you trying to achieve? What is your
trigger? • Increase visitor numbers/extend season?• Improve quality of experience and visitor
satisfaction• Improve image of destination• Revive declining tourism
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Communications
• Improved destination marketing• Increased accessibility to material• Better positioning on the market for tourism
professionals• Utilising new technology• Booking systems• Improved Internal communications
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Training of frontline personnel• Tourism is a people industry• Quality of personal service is top priority –
this is what people remember• Training in customer care and service
essential• Well trained staff are motivated• Training should be integrated into
employment policy of all key tourism businesses
• Lead body should ensure training is accessible to all
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Tourism services• Tourist Information
provision – permanent access
• Visitor care and orientation• Interpretation• Guides and trails
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Accommodation and food
• Introduce recognised quality standards• Clear classification systems• Upgrade culinary heritage – traditional
destination specific food• Training in tourist care and visitor welcome
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• Very few tourists have single interests – looking for diversity
• Increasing global trend looking for authenticity – the real thing
• Global media makes the world smaller and breeds a desire to discover
• Globe Trekker, No Reservations, Bizarre Food, BBC World – all promote inquisitive tourism
• Looking for unique experiences
The Modern Tourist is looking for more
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They want to meet real people
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For once the Americans have had a good idea!
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• Develop tourism products that showcase the true heart of Russia
• Go beyond the museums, monuments and stunning heritage
• The real memories and then the ‘online’ face of Russian city tourism comes from meeting people
• Personal interaction• Urban Community Based Tourism!!
You can take it further
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• Develop opportunities for tourists to discover real Russian life
• Broaden the range of opportunities for eating and drinking ‘real’ Russian cuisine – the family run restaurants – true home cooking like your grandmother cooks!
• Meeting local producers and crafts people – and help them develop their products as souvenirs
• Hidden corners off the beaten track• Quality local guides – opening doors• Spread the benefits – and through competition – raise the
mainstream standards
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Innovation
• A people focussed experience will enhance traditional tourism products
• Provide added value and add competiveness• Provide new opportunities for employment
and economic development• Create ambassadors for Russian tourism• Russia – one of the most friendly and
welcoming destinations for tourism !!