Currently, most of China's travel agency industry is very unstandardized, ISO9000 provides a basic quality assurance system, it is a travel agency at this stage to improve the quality of quality of a choice of ways to get certified enterprises to bring the advantage of credibility, has been the management of the guidance reference!
A travel agency, the current situation, development trends and problems
With the improvement of living standards, people's health and spiritual and cultural needs tend to increase, thus driving the development of tourism. At the same time, the guidance of the national industrial policy, tourism as a service industry in the high capital recovery industry, get policy support and promotion. In this situation, China's travel agency in recent years, the development of large, there are now more than 5,000 travel agencies. On the one hand, to the background of various industries, ministries and commissions, the formation of travel agencies gradually formed a network, on the other hand, large travel agencies within the contracting is common, the formation of de facto business segmentation. In the management of China's travel agencies are still in the focus on management, focus on sales of mixed development period. Globally, the current situation of the world's travel agencies is characterized by an increase in the number of travel agencies since the 1960s, and the phenomenon of the scale of the accumulation of the two poles. Large travel agencies are becoming larger and larger through conglomerates and cross-border mergers and acquisitions, and small and medium-sized travel agencies are in the majority, and their numbers are increasing, and they are taking the form of famous types of joint ventures.
Things are always moving forward, the travel agency industry is growing on the basis of the existing situation, according to the embellishment of the social situation and the tourism industry's inherent regularity, we can summarize some of the development trend of the tourism industry: 1, small quantitative mode of tourism, time perennial. 2, diversification of the structure of the tourism product, variety of subdivided & lt; such as sightseeing tours, vacations, medical, business, conference tourism, specialty tourism, etc. & lt. The competition is hot, the development of internationalization of the industry, especially after China's accession to the WTO, foreign travel agencies to increase the pressure on the competitive market. 4, the travel agency business branding. 5, tour guides freelance professional. 6, marketing network. 7, socialization of tourism services. 8, the travel agency business organization, the industry structure tends to be reasonable.
The travel agency industry is highly competitive, the assets accounted for the small amount of talent-intensive industries. The operation of the implementation of interpersonal relationships as the leading sales and service mode. Because travel agencies belong to the high intangibility, high instability service industry, so this kind of industry is the most bad management. At present, China's travel agency problems are concentrated, mainly in the following aspects: First, the service commitment can not be fulfilled, more customer complaints; Second, travel agencies operate a single tourism product, no deep and vertical business development; Third, the travel agency competition, less cooperation, the lack of network operation. Overview of the above problems, the solution is to strengthen the travel agency external and internal management, and in strengthening internal management, the active implementation of standardized management, the implementation of ISO9000 international standards and quality certification is the easiest and most effective way. Travel agencies in the process of service provision, product and service quality to standards to show and through the implementation of standards to control and safeguard, thereby improving service quality and establish a good market image of the enterprise.
Two, the travel agency to apply for registration of ISO9000 standard certification significance
Today's world trade in product and product quality has become increasingly internationalized, and therefore also requires the production of products in the enterprise quality management can also be sought to a certain degree of unity among the international community in order to evaluate the enterprise's technology, management and personnel capacity, and once the product liability disputes occur, but also be able to ISO9000 family of international standards is developed by the ISO (International Organization for Standardization) TC176 Technical Committee of all international standards, including ISO9001, ISO9002, ISO9003, ISO9004 international standards, ISO9000 provides a common core of quality system standards, puts forward the quality system should include elements for quality management. include elements that provide guidelines for quality management and universal quality requirements for quality assurance. ISO9001 contains 20 elements for multiple phases of design, development, production, installation and service, and is best suited for adoption by travel agencies.
ISO is characterized by the following: all activities affecting quality should be planned; they must be controlled to ensure that specific requirements are met at all levels and that problems are foreseen in advance; and all activities affecting quality must be documented in order to provide an objective basis for a quality implementation system.
ISO9000 series of significance is far from providing quality assurance of a quality system standards, but enterprise management systematic, procedural, standardized set of scientific management model. Travel agency to apply for registration of ISO9000 standard certification is:
1, to improve the quality of the supplier's reputation, is conducive to developing markets.
Enterprises have been certified by the certification body issued a certificate of the system and the release of the registration directory, it proves to the public that the enterprise has the ability to provide products in accordance with the specified quality requirements, with a certain quality assurance capabilities, with the quality of the certification system, the market will appear certified enterprises and non-certified enterprises an invisible boundary, where the certified enterprises will be in the quality of reputation to gain advantage.
2, guide the demand side to choose the supply unit.
For the demand side, the certification system, as if more than one insurance, easy to rest assured that the certified enterprises to establish a more long-term relationship with the customer is willing to choose the travel agency with quality assurance.
3, to promote the establishment of enterprises and improve the quality system.
The ISO9000 series of standards is designed to allow each organization to apply for certification to establish a documented and effective operation of the management system in order to improve their own quality management water assessment. Enterprises in the certification before the award of ISO9000-1 and ISO9000-4 as a guide to the internal quality management standards to standardize the existing quality system. After the certification to accept the supervision, to the internal product, process and system quality to carry out continuous self-diagnosis, timely detection of problems and rectification.
4, conducive to the protection of consumer interests.
The purpose of the standard is to prevent all stages from design to service failure to enhance customer confidence in the enterprise. Some people believe that the standards are like nails to facilitate enterprises to squeeze into the international market; standards are like knives to reject unscrupulous enterprises; standards are like rulers to measure the quality of the pros and cons.
Three, the ISO9000 series of standards for travel agencies product design, marketing and service requirements
Tourism service quality can be divided into technical and functional aspects of the quality of the former refers to what customers can get through the tourism services, the latter refers to how to get. It not only depends on the service effect and service feeling, but also regulated by the image of tourism destination and tourism enterprise image. How can we ensure the perfection of service quality? According to the formation of service quality processes and laws, quality assurance can be controlled from four processes: the design process, the marketing process and the provision of services, as well as performance analysis and improvement process, these processes are now the system in the ISO9000 standard, the standard throughout the formation of services at all stages.
1, service delivery.
In the stage of service provision, to strictly quality control. ISO9004-2 as an international standard provides a number of new concepts of total quality management within the enterprise, for travel agencies to improve the quality of service reception and deepen the expansion of the valuable space, for example, the standard in the service provision of the service specification and the service provision specification of the concept, the former provides that The services provided, the latter provides for the provision of service methods and means, and the characteristics of the travel agency stipulates that the travel agency must attach great importance to the enterprise, the study and determination of the characteristics of service provision.
In the ISO9004-2 service service requirements document, travelers to the service characteristics of the requirements include: credibility, convenience, courtesy, comfort, environment, competence, trustworthiness, integrity, skill level, credit and effective communication and liaison. Linking these service characteristics to the assessment of tour guides and other personnel on the front line who provide services directly to customers will bring service quality to a new level.
2, ISO9001 in the travel agency product design.
In the product design stage, the quality of the "design to the product" is to ensure product quality is the key. The concept of quality is in the quantity, technology, consumption, efficiency constraints based on the provision of qualified, satisfactory products. 4.4 provisions of the ISO9001 standard design control elements, from the design of the product, carry out, planning, design of the technical interface between the Institute to the design of inputs, outputs, and design review, inspection, confirmation, change have been made one by one to provide for procedural control.
ISO9001 standard 4.4.2 column requires each design and development activities to prepare a plan. We are designing tourism products, first of all, to confirm that the product designer is qualified; secondly, clear design content, extensive investigation of customers, collect relevant information map clear design process of each stage of the task and responsibility, and make time arrangements; finally, take the review through the method of product design to determine the completion of the entire design process. In the product design process, according to the development of internal and external conditions can be amended at any time.
In the product design, special attention should be paid to the internal and external interfaces of the travel agency. Tourism product process mainly includes transportation, accommodation, sightseeing in three aspects, so that the travel agency to the internal and external departments or the interface between the business constitutes the product design of technical interfaces, these technical interfaces will be summarized in the information to the product design team, the chief designer is responsible for the interfaces under the work of the design results to get the end of the design after the organization of the design review. Design review, verification and confirmation is the final link of tourism product design, by the relevant functional departments on behalf of the expert organization, to ensure that travel agencies to meet the requirements of the elements of the transaction, that is, the product on the road, reasonable price, quality assurance.
3, travel agency marketing market development and sales activities.
The core of the travel agency's business operations is marketing and with the implementation of the later work. The quality system of the marketing department should cover all situations involving the quality system. Marketing and sales of the key processes and important control points mainly in the following areas: First, the development of a comprehensive marketing and sales plan; Second, marketing and sales have a variety of ways for companies to choose from, the process of sales records and contracts can be produced in the form of appropriate media; Third, in the later stages of the transaction of the customer's requirements for the commitment and amendments; Fourth, the training and control of marketing and sales staff, as well as in the stage of marketing and operation, we must be a strict internal system to To prevent the "black group".
All in all, the factors that occur during the entire tour process, i.e., technical management and the human factor, must be kept under strict control, which is stipulated in detail in ISO9001.
Four, the travel agency through the correct understanding of the certification work
Travel agency enterprises to ISO9000 quality certification, the need for the relevant external environment and internal support and understanding of all levels. To understand the three issues are: 1, quality can be unified with economic efficiency. 2, ISO9000 is the basis of total quality management (TQM), is the internationally recognized minimum quality assurance system standards, it is to improve the level of quality management for enterprises to put forward the basic objectives. ISO9000 certificate is only the quality management of the "Certificate of Conformity ISO9000 certificate is only a "certificate of conformity" for quality management, not a "certificate of excellence", but it is a way to improve the quality of our travel agencies at this stage and try to be in line with the international practice. It does not exclude the enterprise has its own secret weapon. That is, the enterprise's internal control standards. In fact, the main quality indicators of some brand-name products of enterprises in developed countries far exceed the requirements of certain international standards, and become a secret weapon of business operations. 3, the quality system should not only pay attention to the development of rigorous quality planning and specific and detailed quality objectives, and can not be ignored the implementation of the service standards of the front-line service staff factors, otherwise the implementation of the results make the standard behind closed doors, the implementation of the effect of the poor, therefore, management Decision-making in the planning, not only to make the upper and middle management through, and let the grassroots, front-line staff to participate in, get **** knowledge.
V. Strengthening the quality of tourism service management a few suggestions
Travel agency enterprises for ISO9000 quality certification, its basic purpose is to strengthen quality management, management level needs to be improved from all aspects to promote, here, especially to add a few views on strengthening the quality of tourism service management and suggestions, waiting for the exchange of views and corrections.
1, establish a dynamic view of service quality.
Some experts believe that: "the evaluation of the perceived quality of service is not equal to the evaluation of satisfaction, satisfaction is generated by the psychological results of the experience, while the quality of the service involves the attributes of the service itself". Tourism enterprises or destinations around the world that have a good reputation for their tourism services are actively promoting "personalized service" and "humane service" while implementing standardized services. The former refers to the business strategy and standards within the framework of the enterprise, the enterprise grants employees a certain degree of flexibility to dispose of the right to make travelers in the acceptance of services at the same time, produce a pleasant mental psychological effect, so that physiological, psychological and material needs to be satisfied. Therefore, the dynamic view of service quality has become the concept adopted by many travel agencies.
2, the establishment of industry supervision mechanism.
The Tourism Administration plays a key role in industry supervision, regulating and restraining the tourism market by administrative and legal means, taking a strategic view of the quality of tourism services, and establishing a good reputation, which is conducive to the sustainable development of the local tourism industry.
3. Strengthen the management of key moments.
ISO9004-2 definition of service "intangible products in the supply side and the customer interface to complete at least one of the results of the activity". Service production process, both the invisible part of the customer can only feel the results; there are also visible part of the visible part, in the visible part of the time and space environment for mutual contact is called the key moment. For example: customer reception, transportation services on the way, hotel accommodation and so on. These key moments constitute the main factors affecting customer satisfaction program, so to strengthen the management.
4, strengthen the internal oversight of enterprises.
Internal factors often take a decisive role in things, internal supervision and management of enterprises directly affect the quality of service. Travel agencies can work from the following aspects, in order to facilitate the establishment of an effective quality supervision mechanism. First, to strengthen staff training, improve the quality of their own staff; second is to respect the service personnel, front-line staff feedback information and views, often the most valuable to listen to the adoption of the staff to play a positive and subjective initiative; third is to take an open management approach, the higher the transparency of the business operations, the easier it is to find problems, improve the work, so that the management tends to be scientific, improve the level of service quality.
VI. National policy
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