Integrated Quality Management
The European Commission recently looked at the development of tourism. At a conference in the spring of 1999, experts from throughout Europe approved a code of practice for the integrated quality management (IQM) of tourism destinations.
The working definition of IQM is “…an approach to managing a tourism destination which focuses on an ongoing process of improving visitor satisfaction, while seeking to improve the local economy, the environment and the quality of life of the local community”. The following diagram seeks to describe the process.
If the Tourism Action Plan has followed the steps outlined in this guide, then your area is well on the way to meeting the twelve principals of IQM.
Authenticity -Visitors are looking for genuine experiences. The special heritage of Europe should be honoured and celebrated. It should be presented in a real way, which does not fabricate nor devalue its quality
Integration - Concern for quality and the management techniques aimed at achieving it should be integrated into all the tourism functions of the destination.
Distinctiveness - Visitors travel to experience something different, otherwise they may as well stay at home. Delivering quality should be about bringing out the special, distinctive features and flavours of the destination.
Sustainability - Many areas have fragile sites and small communities sensitive to intrusion and congestion. However, visitors themselves are increasingly looking for unspoiled environments. Any destination seeking to deliver quality must be concerned with managing the impact of tourism.
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