THEORETICAL AND METHODICAL APPROACHES TO THE FORMATION AND EVALUATION OF THE QUALITY OF TOURIST SERVICES

Nataliya Vasylykha, Larysa Pavlish

Abstract


The study, the results of which are described in the article, is devoted to analysing and substantiating approaches to the assessment and quality assurance of tourism services, which form their competitiveness, namely factors and indicators of quality. After all, the integration and globalization of the world society determine the development of tourism as a catalyst for these global processes, and world practice has proved that tourism can be an effective way to solve many socio-economic problems. The subject of the study is the peculiarities of assessing the quality of tourist services. Methodology. The methodological basis of the work is a system of general scientific and special scientific methods, mainly, in the process of research, there are used such methods as system-analytical and dialectical methods – for the theoretical generalization of the investigated material; structural and logical method – in systematizing factors and indicators of the quality of tourist services. The purpose of the article is a theoretical justification of approaches to the quality of tourist services and optimization of their quality assessment. In the research, approaches to the interpretation of the concept of quality are presented and analysed, features of services in general and tourism in particular are concentrated, and it is suggested to group and classify factors and indicators of their quality. The interpretation of the notion of quality is ambiguous, both in Ukrainian and in foreign literary sources, and depends on the point of view on this notion. In our opinion, the most thorough definition characterizes the quality of products and services as a complex feature that determines their suitability to the needs of the consumer. Taking into account the specificity of the term “service”, peculiarities determining the approaches to their evaluation are studied, such a service can be considered a product dominated by intangible elements and also there are separate material components. The peculiarity of tourist services is that they provide the satisfaction of financial and intangible (spiritual) tourist needs of the person, which includes transportation services, accommodation services, and other travel services, not related to transportation and accommodation. Awareness of factors that determine quality is the starting point for improving it. We carried out an extrapolation of factors of the quality of goods, tourism services as a special type of goods, and made their classification. Quality score is a quantitative or qualitative set of specific requirements for the characteristics (properties) of an object that make it possible to implement and verify them. To determine the quality level, we have suggested a classification of quality indicators of tourism service. Conclusions. Tourist service is considered as a specific activity aimed at creating the conditions for the effective realization and use of tourism product, which is the result of the purposeful activity of the tourist enterprise. Factors of the quality of tourist services should be grouped according to peculiarities of their manifestation (forming, restraining and storing), and managing individual determinants (tourism potential, material base, personnel qualification, marketing research on the relevance and life cycle of services, ongoing maintenance of facilities, timely overhaul of production capacities services, measures of ecological and economic stability, introduction of standards of service and analysis of their observance, material interest personnel, using the principles of quality system) can be directed to act on the overall quality. Indicators of quality of tourist services are pointers of their quality. Establishing the optimal value of a certain quality index (according to the classification suggested in the study) and its comparison with the actual manifestation of this indicator, one can characterize the degree of conformity of the tourist service to its requirements. The latter is aimed at improving the quality of tourist services, and, indirectly, the requirements to them.

Keywords


quality, service, tourist service, quality factors, quality indicators.

Full Text:

PDF

References


Aleksandrov, V. V. (2010). Turyzm v systemi priorytetiv rehionalnoho rozvytku: monohrafiya [Tourism in the system of regional development: monograph]. Kharkiv: KhNU imeni V.N. Karazina (in Ukrainian).

Androsova, T. V., Shtal, T. V., Opalenyk, A. V. (2008). Zakonomirnosti funktsionuvannya rynku turystychnykh posluh [The regularities of the functioning of the tourist services market]. Economic strategy and prospects for the development of trade and services. vol.1 (7): Economics, pp. 324-331.

Birzhakov, M. B., Nikiforov, V. I. (2006). Bolshoy Glossariy terminov mezhdunarodnogo turizma [The Great Glossary of Terms for the International Tourism], Sankt-Peterburg: Gerda (in Russian).

Bulatov, A. S. (ed.) (2005). Mirovaya ekonomika [World economy]. Moscow: Ekonomist (in Russian).

Chernykhivska, A. V. (2007). Napryamy doslidzhennya sfery turystychnykh posluh u formati rehionalnoho rozvytku [Areas of study of tourism services in the format of regional development]. Scientific journal. vol. 18, pp. 41-45.

Durovich, A. P. (2004). Marketing v turizme (Marketing in Tourism), Minsk: Novoe znamya (in Russian).

Gaworecki, W. (2007). Tyrystyka [Tourism]. Warszawa : Polskie Wydawnicto Economiczhe. (in Polish).

Herasymenko, V. H. (ed.) (2013). Rynky turystychnykh posluh : stan i tendentsiyi rozvytku : monohrafiya [Markets of tourist services: the state and trends of development: monograph]. Odesa : Astroprynt (in Ukrainian).

ISO 8402:1986. Quality – Vocabulary.

Kotler, P. (ed.) (2006). Osnovy marketinga [The basics of marketing]. Moscow: Vilyams. (in Russian).

Kudla, N. Ye. (2012). Turystychna posluha – skladova produktu [Tourist service is a component of the product]. Menedzhment turystychnoho pidpryyemstva [Management of a tourist enterprise]. Retrieved from: http://westudents.com.ua/knigi/602-menedjment-turistichnogo-pdprimstva-kudla-n.html (accessed January 2018).

Kvartalnov, V. A. (2003). Teoriya i praktika turizma [Theory and practice of tourism]. Moscow: Finansy i statistika (in Russian).

Lyubitseva, O. O. (2006). Rynok turystychnykh posluh (heoprostorovi aspekty): monohrafiya [Market of tourist services (geospatial aspects): a monograph]. Kyyiv: Alterpres. (in Ukrainian).

Mazur, Yu. P. (2011). Diyalnist pidpryyemstv na rynku turystychnykh posluh [Activity of enterprises in the market of tourist services]. Collection of scientific works of Uman National University of Horticulture, vol.75, part 2: Economics, pp. 223-228.

Mezhdunarodnye rekomendatsii po statistike turizma (2008). [International recommendations on tourism statistics]. Retrieved from: http://unstats.un.org/unsd/publication/SeriesM/Seriesm_83rev1r.pdf (accessed December, 2017).

Pro turyzm: Zakon Ukrayiny [The Law of Ukraine “On tourism”] № 324/95-ВР (1995) Retrieved from: http://zakon4.rada.gov.ua/laws/show/324/95-вр (accessed December, 2017).

Prokhorov, A. M. (ed.) (1980). Bolshaya sovetskaya entsiklopediya [The Great Soviet Encyclopedia]. Moscow: Sovetskaya entsiklopediya. (in Russian).

Shkola, I. M. (ed.) (2005). Menedzhment turystychnoyi industriyi [Management of tourism and industry], Chernivtsi : Knyhy-XXI (in Ukrainian).

Shynkaruk, V. I. (1986). Filosofskyy slovnyk [Philosophical dictionary]. Kyyiv (in Ukrainian).

Strokovych, H. V. (2010). Yakist funktsionuvannya pidpryyemstva: vnutrishni ta zovnishni aspekty : monohrafiya [Quality of operation of the enterprise: internal and external aspects]. Kharkiv: NUA (in Ukrainian).

Yakovlev, G. A. (2007). Ekonomika i statistika turizma [Economics and statistics of tourism]. Moscow: RDL (in Russian).




DOI: http://dx.doi.org/10.30525/2256-0742/2017-3-5-45-51

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.