Sestava 1 - Vysoká škola obchodnà v Praze
Sestava 1 - Vysoká škola obchodnà v Praze
Sestava 1 - Vysoká škola obchodnà v Praze
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Theoretical Basis for Understanding<br />
Quality in Tourism From Perspective<br />
of the Czech Republic´s Practice<br />
Petr Houška<br />
University of Business in Prague, Czech Republic<br />
Abstract<br />
Communicating quality to tourism consumers is one of the most<br />
important activity in the field of tourism. As a professional body UNWTO<br />
(World Tourism Organization of the United Nations) defines quality in<br />
tourism as “the result of a process which implies the satisfaction of all<br />
the legitimate product and service needs, requirements and expectations<br />
of the consumer, at an acceptable price, in conformity with mutually<br />
accepted contractual conditions and the underlying quality determinants<br />
such as safety and security, hygiene, accessibility, transparency,<br />
authenticity and harmony of the tourism activity concerned with its<br />
human and natural environment.”[1] The rapid growth in alternative<br />
destinations worldwide means that Europe´s tourism industry today faces<br />
the need to be ever more quality conscious to continue to attract tourists<br />
in a global market place. Quality is rapidly becoming a decisive<br />
competitive instrument in tourism. A quality product is crucial – for<br />
a viable business, for an attractive destination and for the sustainability<br />
of the tourism industry across Europe. From the above mentioned facts<br />
it is clear that the tourist´s satisfaction level from staying at a destination<br />
depends not only on their experience with specific tourist services, but<br />
also on more intangible factors, i.e. hospitality, safety and security,<br />
cleanliness etc. This is a crucial fact, especially with a view to preparation<br />
of the “Czech National Quality System of Tourism Services” which is<br />
focused primarily on the quality of single tourism services.<br />
Key words: Quality in tourism, National Quality System of Tourism<br />
Services, attractive destinations, satisfaction of tourists, quality of tourism<br />
services, New political framework for tourism in Europe, tourism Signs<br />
and Symbols.<br />
1. Introduction<br />
The term “quality” is perhaps as old as human philosophical thinking.<br />
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