Kateřina Ryglová

Quality Management of the Tourist Destination in the Context of Visitors’ Satisfaction

The specificity of a tourist destination brings the necessity to apply integrated quality management that also includes evaluating the satisfaction of visitors to a destination with the key quality factors. The article deals with the determination of the most important factors which have the highest impact on the total satisfaction of visitors and the relations between the evaluation of particular factors, the overall visitorś satisfaction and their expectations. The data was obtained by means of a primary research enacted in the Czech Republic in the tourist destination of Brno and its surroundings. The method of regression analysis was used. As a result, the factors most influencing the overall visitorś satisfaction were identified; at the same time it was confirmed that the overall satisfaction of visitors is higher than the evaluation of individual quality factors which are influenced by expectations.

Rural Tourism – Evaluating the Quality of Destination

Abstract This paper concerns the topic of rural destination quality from the viewpoint of tourism development. The research exploring crucial quality factors from the viewpoint of demand is presented. Rural tourism participants attribute the highest significance to Destination cleanliness and Sense of security. The evaluation of the importance of most research quality factors is not dependent on gender and on the contrary, the importance of 16 quality factors depends on the visitor´s age. In the case of the factor of “Friendly acceptance by the locals”, the most significant influence on the visitor´s return to the destination was confirmed. On the contrary, this impact was not proven for the factor of “Level of prices of services and goods in the destination”. The research and the successive factor analysis revealed 6 dimensions representing the rural destination quality: Services, Image, Transportation, Well-being, Information/Communication and Attractions/ Experiences; Well-being was identified as the most important. This was consecutively confirmed by the analysis of the quality factors’ impact on the visitor´s overall satisfaction and loyalty to the destination. The research findings provide the theory with topical destination quality dimensions as well as contribute to better understanding of visitor´s behavioural mechanisms in rural areas.

Destination Quality Perception in the Context of Different Behavioural Characteristics of Visitors

Abstract Visitors’ perceptions of the quality of a tourism destination are fundamental for effective destination management and marketing. This paper deals with the topic of destination quality from the viewpoint of demand, i.e. from the viewpoint of a destination visitor. The results of perceiving the destination quality partial factors in the context of different behavioural characteristics of a visitor are presented, particularly, the way how spending and organizing a holiday influences the perception of destination quality factors (Kruskal-Wallis test). The research nineteen factors were designed on the basis of contemporary theories and on qualitative research. Some important quality aspects related to tourism were identified and assessed for the Czech population. The primary data were obtained through a questionnaire survey with quota sampling (n = 1097). The dependence of destination quality perception on the way of spending the holiday was revealed in the case of 8 factors (e.g., Availability of transportation to the destination, Availability and quality of information; Additional infrastructure, Sense of security, Destination cleanliness, Uniqueness of destination, Price level in the destination, Cultural monuments). The significant differences identified among various groups of respondents are described in detail in this study. The research findings contribute to better understanding of the behavioural mechanism and can be used by destination managers to design communication strategies for different segments of consumers for individual destinations to improve their competiveness.