Integrated Quality System for Tourism in Gijón

Paris21st October 2008

Sociedad Mixta de Turismo de Gijón (Gijón Joint Tourist Board)

1. Presentation - Gijón

- Sociedad Mixta de Turismo de Gijón (Gijón Joint Tourist Board)

- AGICATUR: Asociación de Gijón para la Calidad Turística (Gijón Association for Tourism Quality)

2. Integrated Quality System for Tourist Destinations

- Goals

- Tools and methods of assessment

- Background to the project

- Actors

- Implementation approach

- Description of the working method

- Resources

- Results

- Obstacles to implementation/lessons learned/innovation and adaptability

- Weaknesses and strengths

Contents

1Presentation

GIJÓN

Gijón…

Spanish coastal city.

In the Principality of Asturias.

181.6 km², of which 92 % is countryside.

The most populated borough in the region.

Known as the "capital of the Green Coast".

Tourism capital of Asturias.

A Tourism Excellence Municipality.

GIJÓN

Gijón City Council…

Projects Gijón's image outside of the city as a Quality Tourism destination.

Works with quality in the overall sense.

Quality is a strategic line of action and a strong pledge.

Local Development Area and municipal companies, among these the Sociedad Mixta de

Turismo (Joint Tourist Board), which has received certification from diverse systems:

• Obtained the EFQM 300+ EXCELLENCE

SEAL

• ISO 9001:2000 – In 2006, certification was

broadened to include all its departments

SMT• ISO 9001:2000 – First Tourist Information service in Spain to obtain

said certification.• Principality of Asturias Award for fulfilling quality parameters that

guarantee good service and continuous improvement in its activities.• ICTE Q Standard – Certificate holder since 2006• Quality with a smile - a mark instigated by the Regional Tourist

Board (SRT)

INFOGIJÓN

CONVENTION BUREAU

•ICTE Q Standard - Certificate holder since 2008

Gijón Joint Tourist Board

1991 · Tourism included as one of the city's strategic lines of action.

The TOURISM COMMITTEE was created as part of Gijón’s Strategic Plan.

Its first proposal was to create a public-private cooperation entity in the tourism sector.

1993 · The Sociedad Mixta de Turismo y Festejos de Gijón, S.A. (Gijón's Joint Tourism and

Festivities Board) came into being, with public-private share capital.

1999 · The Festivities Area became part of the Sociedad Anónima Teatro Jovellanos.

MISSION/VISION:

Project Gijón's image outside of the city as a Quality Tourism destination

Foster and foment meetings tourism.

Raise awareness in the population regarding the importance of tourism for the city.

Boost the business development of the tourism sector.

Welcome and attend to visitors to the city on their arrival.

Foster cooperation between the public and private sectors.

Gijón Association for Tourism Quality (AGICATUR)

A Non-Profit entity, constituted on 18th November 2004 with the goal of improving the quality and competitiveness of tourism companies in the city.

GOALS:

Act as the SICTED Managing Body in Gijón

Offer tourism companies technical assistance and advice (SICTED,

EFQM, ISO, Q, etc.)

Foster relations of collaboration and cooperation with similar entities.

Foster Gijón's consolidation as a quality tourism destination as a

complement to other public-sector actions.

Its founding partners are:

Sociedad Mixta de Turismo de Gijón.

Gijón, Carreño and Villaviciosa Hotel and Catering Trade Association.

Gijón and Carreño Shopkeepers' Association.

Principality of Asturias Hotel Association.

Chamber of Commerce, Industry and Shipping.

1. Presentation - Gijón

- Sociedad Mixta de Turismo de Gijón (Gijón Joint Tourist Board)

- AGICATUR: Asociación de Gijón para la Calidad Turística (Gijón Association for Tourism Quality)

2. Integrated Quality System for Tourist Destinations

- Goals

- Tools and methods of assessment

- Background to the project

- Actors

- Implementation approach

- Description of the working method

- Resources

- Results

- Obstacles to implementation/lessons learned/innovation and adaptability

- Weaknesses and strengths

Contents

2Integrated Quality System for Tourist Destinations (SICTED)

GOALS:

1. Act as a destination observatory.

2. Foster and improve the level of quality offered by tourism actors in the city.

3. Foster and improve the quality level of the service offered by tourism establishments

in the city, as well as the way in which these are perceived by their customers.

4. Foster and improve the level of overall quality of the destination.

5. Encourage business cooperation, favouring the generation of actions that are

comprehensive in nature, shared, according to sectors, etc.

"Integrated Quality System for Tourist Destinations" (SICTED)

This is one of the most ambitious projects undertaken by the PICTE (Integrated Spanish Tourism Quality Plan), backed by the FEMP (Spanish Federation of Municipalities and Provinces) and funded by the Secretariat General for Tourism.

Currently, more than 85 Spanish destinations are working within the framework of the project and manuals have been produced for 25 tourism sub-sectors.

TOOLS AND METHODS OF ASSESSMENT

1. SICTED Forum Periodic meetings between the SGT and

technical officers at each destination to coordinate initiatives and

deal with problems and novelties in the programme.

2. Control Panel: Indicators for monitoring the evolution of quality

levels at each destination. Data is obtained:

- Supply: trade sector and sub-sector associations, competent

bodies, direct contribution on the part of the establishments.

- Demand: opinion polls of visitors and local residents.

"Integrated Quality System for Tourist Destinations"

BACKGROUND TO THE PROJECT

The Local Quality Plan arose within the framework of Gijón's Tourism Excellence Plan in the year 2003 with the aim of improving the quality of services perceived by tourists during their stay in the city.Proof of the results was the participation of over 250 companies.

BACKGROUND TO THE PROJECT: LOCAL QUALITY PLAN

HOTELS

RESTAURANT AND CATERING SERVICES

SMALL SHOPS

GIJÓN'S NIGHTWATCHMEN

TRANSPORT SERVICES

OTHER SECTORS

RESTAURANTS

FAST FOOD RESTAURANT SERVICES

CIDER TAVERNS

PUBS

BARS AND CAFES

URBAN TRANSPORT

TAXI SERVICES

OCCASIONAL PASSENGER TRANSPORT SERVICES

SECTORS INVOLVED

1. Companies:

- Improvements in management

- Improvements in customer satisfaction

- Improvements in the providing of services.

- Improvements in the level of professionalism and motivation of staff.

- Improvements in promotion and marketing strategies.

BACKGROUND TO THE PROJECT: Local Quality Plan

Beneficiaries of the project

2. Customers:

- Obtaining of improved services.

- Assurance that their suggestions and opinions will be valued.

- Improvements as regards value-for-money.

- Possibility of choosing establishments with suitable quality standards.

3. The Destination:

- Raise overall quality and satisfaction on the part of visitors.

- Line of cooperative work between the public and private sectors.

.

"Integrated Quality System for Tourist Destinations"

ACTORS INVOLVED

MANAGEMENT

Secretariat General for Tourism (SGT)

Spanish Federation of Municipalities andProvinces (FEMP)

THE DESTINATION

Managing Body: AGICATURBeneficiaries: Companies,

services, visitors, local residents, etc.

ALLIANCES

Green Spain's Fishing Towns Cities of Green Spain

Cooperation Network of Towns on the Ruta de la Plata

Sectors Involved

Beaches

Other servicesLocal Police

TaxisTourist transport

RestaurantsGuides

MarinaShops

Convention CentreVisitable Tourist Interest Centres

Natural areasCountry cottages

Ski resortsCamping sites

PCO’sBars and cafes

Tourist Information OfficesArtisans

HotelsCar rentals

Sports and leisure activity companiesHostels

Convention BureauTravel agencies

"Integrated Quality System for Tourist Destinations"

IMPLEMENTATION APPROACH

Tourism The transversal nature of the sector and its scope calls for the coordination, motivation and collaboration of all the actors at the destination.

The creation of SCTE Destinos (SICTED) as a product of the Secretariat General for Tourism (SGT) to provide an integrated, permanent quality management system at tourist destinations, combining individual actions and efforts under one overall objective.

DESCRIPTION OF THE WORKING METHOD

1. Awareness-raising phase

2. Affiliation of companies

3. Implantation of the quality system in companies:

- Self-assessment and drawing up of an Improvement Plan

- Start implanting the Best Practice Manual

4. Technical Assistance at a Group Level

5. Distinction and Recognition

a. External Assessment

b. Quality Committee

c. Application for the Emblem

d. Awarding of Emblems

6. Follow-up and Renewal

THE SICTED EMBLEM

"Integrated Quality System for Tourist Destinations"

VIDEO DESCRIPTION OF THE WORKIG METHOD

RESOURCES

1. SWOT Matrix: Defines strategies and lines of action.

2. Destination Survey: Analysis of the tourist area.

3. Best Practice Manuals: Management and customer-service

standards.

4. Computer Tool: Destination information and data management.

"Integrated Quality System for Tourist Destinations"

RESULTS FOR 2008

43Affiliations and companies

working on the project

47No. of companies opting

out

266 + 302 taxisRecognised companies in

2008

NUMBER OF COMPANIES 

"Integrated Quality System for Tourist Destinations"

OBSTACLES TO IMPLEMENTATION

1. Free-of-charge initially.

2. Large amount of documentation for some companies.

3. Requirements that are unfeasible or very complicated to apply in small

companies.

LESSONS LEARNED

1. Balance between quantity and quality.

2. Dynamic and ongoing.

3. Maintain interest in the system.

INNOVATION AND ADAPTABILITY

- Integrated awareness of the destination.

- Identification of common goals on the part of all the actors involved.

Increase in the positive perception held by visitors of Gijón as a destination

"Integrated Quality System for Tourist Destinations"

WEAKNESSES

1. Difficulty to continue increasing the number of companies.

2. Difficulty in maintaining the implantation and motivation of business owners

over time.

3. Lack of coordination between all the participating destinations.

4. High cost of sustaining the project.

STRENGTHS

1. Tried and tested improvement in the management of companies.

2. Tried and tested improvement at the destination leading on from the individual

improvements of companies.

3. A broad, specialized team of workers.

4. Prior experience in developing a local quality plan.

"Integrated Quality System for Tourist Destinations"

Thank you for your attention