Acta Univ. Agric. Silvic. Mendelianae Brun. 2011, 59, 407-412
Published online 2014-07-07

IQM of a tourism destination as a tool of competitiveness

Ida Vajčnerová

Ústav marketingu a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

As the example above shows, the tourists’ satisfaction level from staying at destination depends not only on their experience on specific tourist services, but also or more intangible factors, for example hospitality, safety and security, and cleanliness. The success of a destination is therefore a function of many independent components. It underscores the need for an integrated approach to managing the quality of tourist destination. The objective of the article is to specify the preconditions of a destination for implementing Integrated quality management (IMQ) and to demonstrate the possibilities for using the methodological approaches of the Qualitest tool in the tourist destination of Znojemsko and Podyjí. The obtained results show problematic utilization of Qualitest in full extent and the necessity to modify it for its use in the conditions of the Czech Republic destinations.


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