Moskva, Moscow, Russian Federation
Assessing the quality of tourism product and services is a topical issue in science and practice. It takes a special role in regions with a unique and valuable nature (such as the Baikal natural territory), which requires careful and environmental friendly treatment. With all the variety of research experiences and practices on the subject, we can observe a set of problematic issues, such as the need to take specifics of tourism into account, insufficient attention to the peculiarities of the territory of application, etc. The article is aimed at development of methods for assessing the quality of tourism products within environment friendly tourism in the Baikal region. Modeling, comparative, estimation, sociological, mathematical, and statistical are the main methods of research. The author uses the systematic, complex, ecological, geographical and situational approaches. The methodology for assessing the quality of tourism products is proposed to be connected not only with customer satisfaction, but also with ecological, satisfaction of partners, society, producers and their personnel. Assessing from the consumer standpoint is accomplished by the following groups of criteria: purpose, reliability, safety, professionalism of personnel and economic. The author suggests the ways of obtaining initial estimates. The form of the issues presentation ensures their ergonomics. Estimation scales of the methodology take into account not only the perceived quality of the tourism product by individual criteria, but also their relevance to the subject of the assessment. The procedures of calculation of an integrated indicator of assessment is the weighted average. The combination of structured and comprehensive system of estimation criteria with the possibility of assessment in relation to a single database, makes it possible to create an unified system for assessing the quality of tourism products at the regional level.
Baikal region, quality, assessment, tourism product, service, sustainable tourism.
1. Evstrop'eva O.V. Razvitie turistskoy sistemy na Baykal'skoy prirodnoy territorii // Geografiya i prirodnye resursy. 2016. №5. S. 184-195. DOI:https://doi.org/10.21782/GIPR0206-1619-2016-5(184-195).
2. Sarancha M.A. Potencial i organizaciya razvitiya turizma v Udmurtskoy Respublike: geograficheskiy analiz i ocenka na osnove geograficheskih informacionnyh sistem: monografiya. Izhevsk: Izd-vo «Udmurtskiy un-t», 2011. 220 s.
3. Sarancha M.A. Metodika leksikograficheskoy ocenki turistsko-rekreacionnogo potenciala territorii s ispol'zovaniem geograficheskih informacionnyh sistem // Vestnik Udmurtsko- go universiteta. Seriya «Biologiya. Nauki o Zemle». 2011. Vyp. 3. S. 114-122.
4. Sarancha M.A. Voprosy razvitiya turistskih territoriy s poziciy sistemnogo podhoda // Servis plus. 2016. №3. T.10. C. 84-92. DOI:https://doi.org/10.12737/21127.
5. Flanagan J.C. The Critical Incident Technique // Psychological Bulletin. 1954. Vol. 51. №4. Pp. 33.
6. Hall C.M., Page S.J. The Geography of Tourism and Recreation: Environment, Place and Space. Lon- don: Routledge, 2014. 470 p.
7. Parasuraman A., Zeithaml V.A., Berry L.L. A conceptual model of service quality and its implications for future research // Journal of Marketing. 1985. Vol. 49. №3. Pp. 41-50. DOI:https://doi.org/10.2307/1251430.
8. Pearce D. Tourism Today: A Geographical Analysis. London: Longman, 1995.
9. Cronin J.J., Taylor Jr., Taylor S.A. Measuring Service Quality: A Reexamination and Extension // Journal of Marketing. 1992. Vol.56. Pp. 55-68. DOI:https://doi.org/10.2307/1252296.
10. Berger C., Blauth R., Boger D., Bolster C., Burchill D., Du-Mouchel W., Pouliot F., Richter R., Rubinoff A., Sken D., Tinko M., Walden D. Kano’s methods for understanding customer-defined quality // Journal of Center for Quality Management. 1993. Vol.2. №4. Pp. 3-28.
11. Gounaris S. Measuring service quality in b2b services: an evaluation of the SERVQUAL scale vis-a-vis the INDSERV scale // Journal of Service Marketing. 2005. Vol.19. №6. Pp. 421-435. DOI:https://doi.org/10.1108/08876040510620193.
12. Williams S., Lew A. Tourism Geography: Critical Understandings of Place, Space and Experience. London: Routledge, 2014. 328 p.
