Consumerism - Quality management is about getting close to the visitor, understanding his or her needs and finding out whether they are being met.
Inclusiveness - Destinations should not be content with delivering quality to a few people while delivering a mediocre experience to others. A good experience should be provided for all visitors, and especially those with special needs.
Detail - Quality is about being creative but also about taking care over the detail – providing enough information, checking on facilities, providing extra services.
Rationalisation - Sometimes quality can be about not doing things. A small number of good initiatives and products is better than many poor ones. It is about stopping activities that are under resourced and not delivering quality, or combining them into something stronger.
Partnership - Quality management is about involving people. Working together is right in principle and also essential for success. The many small tourism enterprises, related organisations and community groups should all be involved together in delivering quality in the destination. Their well-being should be regularly checked.
Interdependence - Special attention should be paid to the role of tourism in the destination as a whole. Quality tourism depends on it, and in turn supports many other activities such as food, culture, craft industries, transport and local services.
Time - Improving quality in a destination takes time. Success depends on planning for steady, achievable progress year on year rather than setting unrealistic targets.
Commitment - A fundamental requirement of success is personal enthusiasm and commitment to achieving quality. Really successful destinations not only have individuals driven by this, but also a way of ensuring that it is spread to everyone.
The EU Report offers a very comprehensive tourism chain that is well worth studying when planning a comprehensive tourism strategy. (appendix 4)
Keep an eye on EU sustainable tourism proposals and there may be an opportunity to link to transnational activities related to IQM and sustainable tourism.
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