engleski

Customer centric orientation and tourist destination Kvarner (Croatia)

In the new rapidly changing economy every oranization needs to build stronger customer realtionships based on understanding the customer's needs, interests and characteristics. Customers continue to be attracted and faithful to high levels of personal service. They want value, a composite of quality, price and convenience in the products and service that they purchase. The value of tourism and hospitality industry is a function of location, ease of access and availability and it is important for it to find new ways to retain their value to customer and in this way preserve their long-term profitability. Satisfied customers are the only capital that can be used in a sustainable way to create company assets and profits. The only way to create long term value for the company is by creating value for the customer ; the company must be customer centric. Quality is vital for a successful tourism industry and is rapidly becoming the decisive competitive instrument in tourism. The Primorsko-goranska County (tourist destination Kvarner), with a tourism as its essential development factor, put its attention to quality issues. The tourist destination Kvarner developed the concept of the Integrated Quality Management to satisfy the need for an integrated approach to managing the quality of tourist destinations on a continuous basis. It will use a set of indicators (QUALITEST) to measure the effects of quality management on the overall level of tourism quality in the destination and to monitor developments over time

customer value; customer needs; tourist destination Kvarner; Integrated Quality Management (IQM); QUALITEST tool

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