PODMÍNKY ZAVEDENÍ INTEGROVANÉHO MANAGEMENTU KVALITY V DESTINACI CESTOVNÍHO RUCHU V ČESKÉ REPUBLICE
THE CONDITIONS FOR IMPLEMENTING INTEGRATED QUALITY MANAGEMENT IN A TOURIST DESTINATION IN THE CZECH REPUBLIC

Author(s): Kateřina Ryglová, Ida Vajčnerová
Subject(s): Business Economy / Management, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: Destination; tourism; integrated quality management;
Summary/Abstract: In general it is held true that concerning destinations the quality is what a customer wishes to have, plus what the destination wants and is able to offer in addition for differentiating and profiling its offer compared to its competitors. Within the frame of the destination the quality has to be secured by all co-creators of the service chain and at the same time these providers must feel the responsibility for this quality. The general quality is cared for by the management of the destination and the main partners in the region. The article deals with increasing the quality of a tourist destination by force of implementing integrated quality management (IQM), the meaning of which is monitoring the quality, its comparison in time and sustainable improvement. The quality of a tourist destination can be measured by the tool called Qualitest. It is a manual for measuring qualitative performances of a tourist destination. Four key elements of IQM can be measured by it (tourists´ satisfaction, service providers’ satisfaction, the quality of local inhabitants´ lives and the quality of environment). The objective of the article is to specify conditions for implementing IQM in a tourist destination and to suggest a methodical procedure for evaluating the quality of a destination by Qualitest suitable for the conditions in the Czech Republic. The practical application of the methodology mentioned above is the subject of further research.

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