Integrated approach to service quality management in rural tourism in the Republic of Serbia

Vuković, Predrag and Kljajić, Nataša (2022) Integrated approach to service quality management in rural tourism in the Republic of Serbia. In: X International scientific-practical conference: Innovative aspects of the development service and tourism. Faculty of Social and Cultural Service and Tourism, Stavropol state agrarian university, Stavropol, Russian Federation, pp. 159-167. ISBN 978-5-6048606-1-8

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Abstract

The services sector has experienced great expansion and has become the dominant sector in many economies. Over time, interest in service quality has grown, as studies have shown that it is a prerequisite for the success and survival of companies in a competitive environment, in other words, providing quality service to customers creates an opportunity for companies to gain a competitive advantage in the market. Tourist satisfaction can be viewed in five phases as expected, experienced, given, desired and quality prescribed by the business system. There are variations between phases, and the goal is to eliminate differences in order to reduce this "gap", that is, to connect certain phases. There are several interest groups in the destination for quality assurance: entrepreneurs, management, employees, guests, locals and society (state) as a whole. It is necessary to coordinate the interests of all and find the level of quality that will satisfy them. In recent years, an integrated approach to managing the quality of a tourist destination has developed. Integral Quality Management (IQM) is a leading European initiative that aims to strengthen the development and implementation of sustainable development and quality-oriented tourism. The authors analyze the conditions of application of IQM in rural tourism with special reference to the situation in the Republic of Serbia.

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