Ensuring the

Quality of the
Visitors
Experience
Introduction

Many research studies have demonstrated

that the satisfied customer is the best form of
promotion, through the powerful effect of
word of mouth. In the age of social
networking, this is truer than ever. It is
equally the case that dissatisfied customers
can cause great harm to a tourism business or
a destination as a whole; indeed, they are
likely to tell far more people about their
experiences than satisfied customer.
It follows that quality management and
assurance systems are fundamental to a
healthy and growing tourism industry.
Quality assurance of tourism facilities and
services must be market orientated and
involve the private sector in maintaining
standards as well as being flexible in terms of
market requirements.
 Lookers to Bookers
Quality begins with the start of the visitor
journey. When people are planning travel
they need information that matches their
needs as far as possible, allied to images
which (honestly) sell the appeal of the
destination. The more that is known about
customer needs, the better destinations can
provide the right services for them, so the
increased likelihood of converting interest
into a decision to visit increases.
 A pre-requisite of confirming the decision to visit
will be finding suitable accommodation that
matches customer needs in terms of location,
accommodation type, price and quality. Here,
recognized quality assurance schemes are
invaluable. These should be internationally
recognizable (e.g. Michelin) or be administered by
the national tourist board. Such schemes have
credibility and reassurance that locally or
privately-run schemes will find difficult to match.
The focus of this scheme should be on the quality
of facilities and service, rather than the quantity of
the facilities provided.
 case customer choice is important in
that both central booking and booking
direct with the accommodation
operator should be easily available to
the consumer. Sometimes, national
agencies will provide the central
booking agency but this can interfere
with the broader role of the national
agency and its relationship with the
tourism community as a whole. In
addition, many visitors may need to
talk to the accommodation provider,
even after extensively using the
Internet in narrowing down the choice
 At the Destination
Official accreditation schemes may not be
enough to ensure the whole experience is
positive. It is of primary importance to ensure
the overall quality of the destination (the
public realm) the quality and availability of
public toilets, clean and safe streets and a
clean environment. The quality of natural
resources and cultural resources as well as
the host communities can be sustained and
enhanced by programmes such as
Geotourism.
 Tourism business operators can play their
part in ensuring overall quality of destination
experience for their guests. For example, they
can operate informal networks between
quality providers to ensure that guests are
guided towards facilities or services of a
consistently high standard. Thus an
accommodation provider may provide guests
with a list of recommended tourist attractions
and a tour operator may recommend cafs or
restaurants that they know serve consistently
high quality food.
 Transport providers such as taxis, tuk tuks
and ferry drivers must also be considered.
These are often the visitors first and last
impression of the destination. Some
destinations have training schemes to ensure
that drivers are welcoming and
knowledgeable about the destination. Staff
retention and morale has also been improved
through schemes such as the Fair Trade in
Tourism South Africa certification
programme.
 Benchmarking
Measurement of customer satisfaction Is
vital. Results should be benchmarked
within and between destinations to
provide a consistent driver of quality
improvement and a general raising of
standards as more and more of the poorer
providers are frozen out of the numerous
quality networks that will be created
examples of best practice should be
promoted to stimulate operators thinking.
 This process needs to be facilitated by the
DMO: it simply will not happen if left to the
industry on its own. Individual operators will
tend naturally to focus only on their own
businesses rather than the wider destination.
If effective co-ordination with and between
operators can be achieved, the DMO should
then play a leading role in ensuring that all of
the businesses involved in the quality
network benefit from special marketing
support and business-to-business referral
arrangements.
Working with the
Community
6.3.1 Introduction

Overall experience of the Attitudes of the local

residents towards
tourist/s tourism and tourists

Can make or break the experience

The residents are part of the
marketing promise
If the community is not involved and
does not benefit from it economically, the
may not understand its importance

Can result to in unfriendly or even

aggresive behavior
6.3.2 Communicating with the Community
Raise awareness and understanding of
the role and function of tourism
Business tourism may not be fully
realized by the community

The DMO can:

1. Organizing special occasions
2. Distribution of informative publications
3. Mailing/ e-mailing of up-to-date events
information
4. Promotion of things to see and do in
the area
Benefits of raising awareness of
tourism:
It can heighten the communitys
appreciation of various resources
It can make the community aware of
the significant economic contribution
of tourism
Can develop the communitys sense of
pride
Residents can become informal
ambassadors for the destination
6.3.3 Maximizing a Community Partnership

Community partnerships are often

fostered through small-scale, locally
owned, community-based facilities
Residents should also be involved in
decisions regarding the development
of tourism in their area
 Benefits of regular face-to-face
meetings of all participants:
To promote discussion and collective
responsibility for the direction of
tourism;
For negotiation and ownership of
joint decision making;
To facilitate the sharing and
exchanging of knowledge,
experience and other resources
 Practical steps to foster community
participation:
1. Work with local communities, small, medium,
and micro-enterprises and emerging
entrepreneurs
2. Develop partnerships and joint ventures

3. Assist the development of local communities and

emergent entrepreneurs
4. Facilitate access to training, managerial support,
and market information

5. Foster the development of community-based

tourism products
6. Encourage visitors to spend more
money in the local economy

7. Sell local crafts and food products

through visitor centers

8. Encourage tour operators to be more

innovative in their itineraries
Getting to the
Destination
 Developing Air routes
The development of the route networks of the
low cost carriers and of new airline alliances
and agreements is having a major impact on
the development of many tourism
destinations, particularly provincial towns and
cities, through improved ease of access and
highly competitive pricing.
 AIRPORTS
Every airport represents a key gateway for
visitors arriving at a tourist destination.
Usually, they are the first encounter the tourist
has with the destination, hence the need to
provide a good impression. Ideally, the airport
should achieve the International Civil Aviation
Authorities standards.
International tourists, may arrive at airports with jetlag, without
the ability to speak the local language and needing to exchange
money. To welcome them effectively, it is crucial to provide the
key services in a user friendly way. In order to achieve this, more
and more airports are being transformed into shopping and
leisure centres for travellers. They provide restaurants and fast-
food chains, bookstores, spas and business centres.
Some airports, such as Singapore, have a swimming pool,
outdoor gardens and a sightseeing tour for transit passengers.
Other possibilities are meeters and greeters giving out local
maps, sweets or locally made gifts. Official customer service
desks offering information, accommodation booking, currency
exchange and metered taxi bookings are also vital in helping
visitors to prepare themselves for their onward journey. Internet
access at point of arrival is increasingly a requirement of visitors.
 NINOY AQUINO INTERNATIONAL AIRPORT
SERVICES
Services at NAIA Terminal 1 - Arrivals
- Hotel Lounge
- Passenger Lounge
- Vip Lounge*
- Lost & Found Office
- Medical Care
- Taxi Rank
- Duty Free Shop
- Day room facility - 4th level
- Banks: Banco de Oro, Bank of Commerce, Bank of the
Philippine Islands, Land Bank of the Philippines, Security
Bank, Philippine National Bank
- ATMs
- Transfer transportation
- Information Desk
- Bar
- Restrooms
- Shops
- Immigration
Services at NAIA Terminal 1 - Departures
- Elevators
- Immigration
- Airport user charge
- Check-in desks
- Security
- Banks: Allied Bank, Philtrust Bank
- ATMs
- Phone
- Restrooms
- Restaurants
- Bar
- Shops
- Bank
- Vip Lounge*
*VIP LOUNGESAt both Arrivals and Departure areas are VIP
lounges that offer:
- Coffee & tea
- Newspapers & magazines
- Cable TV
- Guide Assistance
- VIP Room Pass
- Vehicle entry to the main arrival (only for pick-up)
Services at NAIA Terminal 2 - Arrivals
- Elevators
- Phone
- Coffee Shop
- Information Point
- Medical Care
- Shops
- Restaurants
- Immigration
- Security
- Transfer Transportation
- Lost and Found Office
- Taxi Rank
- Restaurant
- Restrooms
- Banks and Currency Exchange. (North Wing: Philippine
National Bank. South Wing: Jacinto Money Changer )
- ATMs: Philippine National Bank, Allied Bank and Phil
Trust Bank
Services at NAIA Terminal 2 - Departures
- Security
- Information Point
- Coffee Shop
- Elevators
- Shops
- Restaurants
- Immigration
- Phone
- Check-in Counters
- Restrooms
- Banks and Currency Exchange. ( North Wing: Allied
Bank, Philtrust Bank. South Wing: Philippine National
Bank)
- ATMs: Philippine National Bank, Allied Bank and Phil
Trust Bank
Services at NAIA Terminal 3 - Arrivals
-Elevators
- Rental Car
- Free shuttle
- Restaurant
- Information Desk
- Transfer Transportation
- Banks and ATMs: Vanessa Money Changer
- Phone
- Medical Care
- Restrooms
Services at NAIA Terminal 3 - Level 2
- Immigration
- Restrooms
- Stairs and Escalators
Services at NAIA Terminal 3 - Departures - Level 3
- Elevators
- Waiting Area
- Restrooms
- Immigration
- Check-in Desks
- Restaurant
- Smoking Area
- Phone
- Airport User Charge
- Banks and ATMs: HGIII Money Changer, Jacinto Money
Changer

VIP Lounge:
- International flights:Departure VIP Lounge. Location: at
the Pre-Departure Area.
- Domestic flights:Departure VIP Lounge. Location: Pre-
Departure Area
Services at NAIA Terminal 3 - Level 4
- Elevators
- Shops and Restaurants
- Coffee Shop
- Phone

Services at NAIA Terminal 4

- Restrooms
- Waiting Area
- Check-in Counters
- Smoking Area
- Phone
- Shops
- Restaurants
- Taxi Rank
- Coffee Shop
- Medical Care
- Information Point
- Airport User Charge
Airport authorities around the world have different
ownership and management arrangements, ranging
from local non-profit organizations (e.g. Vancouver
International Airport) to national private entities (like
BAA in the UK). Regardless of the situation, DMOs
should have a good relationship with them, so that
they can encourage and influence good customer
service on arrival. Although airports are the gateways
most commonly associated with international tourists
arrivals, destinations should also consider the
welcome on offer at sea and rail terminals.
 Immigration Services
Since the events of 11 September 2001, passing
through immigration and customs has become one of
the most stressful parts of an international trip. Apart
from the enforcement of the immigration rules, more
and more security procedures have been added in
order to enter a country. In some places, notably the
USA, the screening programme at passport control can
require fingerprinting and posing for a digital
photograph employing biometric methods to establish
identity. In general, tourists feel very anxious during
this part of the trip, especially after so many media
stories about travellers who were not allowed to enter
a country.
Obtaining visas through a consulate in the tourists
home country can be time-consuming, expensive and
exasperating one that can affect the consumers
decision on whether to travel to the destination at all.
Obtaining a visa on arrival is easier, although often
significant improvements to the process are required,
not least because it has to be purchased before
passport control, where travellers often do not have
the local currency or US dollars.
GETTING AROUND
THE DESTINATION
 INTRODUCTION
Tourists may travel about the destination
and between destinations by a variety of
means using private or hire
cars/vans/motorbikes or various means of
public transport such as taxis, tuk tuks,
public buses, trains, ferries and so on. From
a tourism perspective, it is important that
the public authorities fulfil properly their
responsibility to ensure safety and efficiency
of these means of transport and their termini
or interchanges, as part of destination
 ROADS AND ROAD SIGNAGE
The European Travel Commission has
reported that more than 70% of tourism trips
in industrialized countries are by car 3
either private or hire. This proportion will
vary by market segment, destination type
and trip type.
In general, tourists are unfamiliar with the
roads they are travelling on and, in many
instances, the language and format of basic
road signs. An element of improving traffic
management, and thus visitor satisfaction, is
Key Elements
Key Elements of tourism road signing schemes include:
Development of signs with a brand and color that is
distinctive from normal road traffic signs.
Signs will include all tourism facilities that are of
potential interest to visitors.
Facilities that are signed should fulfil an agreed set of
criteria.
Schemes need to be easy to follow for the potential
visitor and a proliferation of signs avoided.
Administration of tourism signage schemes may vary
from area to area. In many destinations, the transport
authority may be wholly responsible.
Schemes will be partly or wholly self-financing, where
 PUBLIC TRANSPORT AND TAXI SYSTEM
Public transport systems will differ from
one place to another so it is crucial to
provide tourists with information explaining
how to use the system. There are three
types of information required by visitors,
preferably in their own language i.e.
relating to:
The transport network. To understand
routes, locations, transport and
interchange options.
The timetable. To plan journeys,
Taxi system
In most tourism destinations, tourists represent a
significant part of the demand for taxi services, so it is
very important that taxi services are encouraged and
assisted to fulfil visitor needs in the best possible way. In
particular, taxi drivers have an important role in
welcoming visitors to the destination. It is essential that
the taxi driver can communicate with the visitor and
understand where they need to be taken. By providing
them with information, product knowledge and customer
care training, the DMO can help to ensure that taxi
drivers provide a good service and a warm welcome
even to the point of acting as informal tourist guides.
Often it is the role of DMOs to deal with complaints