THE MARKETING TOOLS OF QUALITY MANAGEMENT IN TOURISM SERVICES

Abstract RYGLOVÁ, K.: The marketing tools of quality management in tourism services. Acta univ. agric. et silvic. Mendel. Brun., 2011, LIX, No. 2, pp. 257-266 The paper aims to show possible approaches towards managing the quality of services in tourism. With respect to the character of services it is necessary to pay regard to their specifi cations, such as especially their intangibility, perishability and heterogeneity. So it is rather diffi cult to measure the quality of a service, but it can be successfully evaluated according to the satisfaction of a customer. The example of a possible utilization of the ECSI model (ECSI: European Customer Satisfaction Index) concerning the analysis of customer satisfaction for the area of tourism is a part of this paper. In the phase of applying and verifying the suggested modifi cation of the ECSI model the technique of electronic questioning have been used. The total satisfaction index measured by the ECSI method reached 54% for Czech Railways/České Dráhy, 79% for Student Agency and 72% for Tourbus. The results of the customer satisfaction analysis by the ECSI method can simplify decision-making not only from the position of a manager or a businessperson but they can also simplify the process of decisionmaking for a customer when selecting a destination, a fi rm, or possibly when purchasing a service or a product. quality management, tourism, customer satisfaction, ECS