Newfoundland and Labrador Product Development Strategy

- 188 -A quality of experience rating for accommodations is seen to be particularly important to theB&B and inn sectors that may not offer the full range of amenities and services but can makeup for it by such things as being in a stunning location and offering outstanding guest service.It would also be much appreciated by visitors.We recommend that serious consideration be given to adding a ‘Made in Newfoundland andLabrador’ Quality Award to the Canada Select and Camping Select programs. This awardwould be designated on the basis of meeting a set of basic standards of facilities, services andcustomer service, assessed through a mystery shopper program addition to the basicprograms.The introduction of quality assurance programs for other sectors of the tourism industry hasalso been identified as an issue. The adventure tourism operators and the tour boat operatorsin the province have both been working on establishing standards. This also was discussedearlier.For other sectors, we recommend a broadly based quality assurance program covering allmajor types of tourism products. This would include attractions, events (market readiness fortourism), restaurants, provincial tours, etc. Like the approach proposed for the CanadaSelect/Camping Select Quality Award, we envision a mystery shopping approach to ensurethat tourism products are meeting some basic minimum standards in terms of the guestexperience that is offered. And, where appropriate, these would include minimum safetystandards and standards addressing the certification of staff. Those properties that met theminimum standards would be designated as ‘Tourism Recommended’ – a basic seal ofapproval as to their readiness to be in the tourism business and receive guests. Eventually, werecommend that tourism businesses would be required to meet the Tourism Recommendedstandard to be eligible for a listing in the Travel Guide or on the provincial website.Businesses would be provided with an individual report on the results of the mystery shopperinspection, along with suggestions for enhancements. Those businesses not meeting theminimum standards would be given more detailed descriptions of the areas needingimprovement.The mystery shopping visits must be just that – done with no advance notice. Given the scopeof the province’s tourism industry it is not likely to be feasible to mystery shop all tourismestablishments every year but a program of every other year visits may be appropriate.A second level award, a Tourism Quality Award, would be given to those businesses rated bythe mystery shopper as significantly exceeding the minimum standards in terms of overallguest experience. Businesses meeting receiving the Tourism Quality award should beshowcased in the travel guide, and provided with images and graphics for use in their ownmarketing materials, as well as appropriate decals and signs for their properties.The mystery shoppers need to be experienced travellers, be knowledgeable about the sectorthat they are assessing and bring both a provincial and national/international perspective.They also need to be well versed in cultural and heritage issues so that these perspectives areTHE ECONOMIC PLANNING GROUP of Canada Newfoundland & Labrador Tourism Product DevelopmentD. W. Knight Associates Strategy and Accommodation Needs Study