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Classification and Quality Systems in Rural Tourism. Klaus Ehrlich General Secretary EuroGites. Klaus Ehrlich MA Economics / Business Administration Co-founder of the Andalusian Rural Tourism entrepreneur organisation RAAR General Secretary of EuroGîtes – European Federation of Rural Tourism - PowerPoint PPT Presentation
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Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Classification and Quality Systems in Rural Tourism
Klaus EhrlichGeneral Secretary
EuroGites
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Klaus Ehrlich
• MA Economics / Business Administration
• Co-founder of the Andalusian Rural Tourism entrepreneur organisation RAAR
• General Secretary of EuroGîtes – European Federation of Rural Tourism
• Independent consultant
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
What is “EuroGites”?
European Federation of representative provider
organisations in Rural Tourism in geographical Europe
100.000 organised services / 400.000+ total estimate
3,6 – 4 million guest beds
15% of accommodation capacity of Europe
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
36 organisations from 28 countries: AustriaBelarusBelgium (3)Bosnia-HerzegovinaBulgariaCroatia (2)CyprusCzech RepublicFrance EstoniaGeorgiaGermanyGreeceHungaryIsraelItaly (2)LatviaLithuaniaLuxemburgNorwayPolandPortugalRomaniaSerbia (2)SloveniaSlovakiaSpain (2)Switzerland (2)United Kingdom
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
I.- Terms - and what they
meanRegulamin - i co one oznaczają
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
ClassificationObjective, measurable
Cele klasyfikacji, mierzalne
“WHAT”Room size, heating,
bathroom, meals, equipments, price list, …
Powierzchnia pokoju,
ogrzewanie, łazienka,
wyżywienie, sprzęt, cennik,
Co?
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Quality
Jakość Client / expectation / process
orientated
“HOW JAK”Design, conservation, ambience, training, complaint
management, satisfaction, improvements, …
Klient / oczekiwanie / procesu produkcji
Projektowanie, konserwacja, atmosfera, szkolenia, zarządzanie skarga, satysfakcja, ulepszenia ...
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Znak europejskiej gościnności
Znak europejskiej gościnności
Podstawowy znak jakości
Drugi poziom jakości
Określone wymogi podstawowego znaku
Gość zna regulamin-procedury
Profesjonalne zarządzanie obiektem.
Ustalenie wewnętrznej samooceny jakości usług w obiekcieOpracowanie procedury rozwiązywania skarg
Opracowany plan działania co najmniej na okres jednego roku
Określony czas trwania Q-oceny
Kontrola planu działań w oparciu o:
- badania gości
- przeprowadzanie kontroli niejawnej
- zaangażowanie pracowników
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Really so different?
“WHAT” “HOW”
Central Heating
requiered
Temperature, regulation, time it is
switched on
Technical control,
emissions, responds to client need
Naprawdę tak różne?
Co? Jak?
Jak centralne ogrzewanie
Kontrola techniczna, emisje gazów, jest odpowiedzią na potrzeby klienta
Możliwość regulacji temperatury, czas jest włączony
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
+ product “Rural Tourism”
“RURAL”
Rurality, arquitecture, local decoration, local inputs and resources, capacity limits, landscape, activities, …
+ Produkt "Turystyka wiejska"
,,wiejskość"
Obszary mające cechy wsi: w architekturze, lokalnych dekoracjach, lokalnych zasobach, ograniczenia pojemność
przyjmowania turystów, krajobraz wiejski, działalność związana z wsią: kowal, rzeźbiarz, stolarz, hafciarka,
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Three sides of the same coinTrzy strony tego samego medalu
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
One system can serve them all?
“RURAL”
“WHAT”
“HOW” JAK
?
Czy jeden system może zawierać te wszystkie czynniki?
,,wiejskość"
co
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
II. Examples Przykłady
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Rural Tourism 2011 Turystyka wiejska 2011
• 90.000+ associated accommodation units in Europe 27
• Level of association 20-25% total offer between 360-450.000 units
• 20% “Agro”-tourism (working farms)
• < 20% rooms “B&B style”, > 80% self-catering
• 15% of accommodation capacity in Europe
• Diversification of target markets
• Trend product based on rural assets
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Flowers” - Austria• Created 1993, several updates and modifications
• Limited to Farm- (Agro-) Tourism: product criteria have a strong role, the system is part of branding
• Common criteria, plus specific for S/C and rooms
• Three areas: Farm experience, Facilities, Service Quality
• 4 levels, but only level 2-4 gives access to the brand
• Scores by areas, compensation is possible within same area, minimum points per area define the final level
• Run by the organisation (2nd-level-certification),
• valid max. 4 years, then re-inspection
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Flowers”kwiatki - Austria SYSTEM utworzony w 1993 r., przechodził kilka aktualizacji i
modyfikacji Ograniczony jest do gospodarstw -(Agro-) Turystyka: kryteria
produktu odgrywają znaczącą rolę, system jest częścią marki Wspólne kryteria, a także specyficzne dla SJM oraz pokoi Trzy obszary: doświadczenie gospodarzy, udogodnienia,
jakość usług 4 poziomy, ale tylko poziom od 2-4 daje dostęp do marki Ocena w obszarach (pokoje, SJM, WHS), kompensacja jest
możliwa w ramach tego samego obszaru, minimum punktów w danym obszarze okreśa ostateczny poziom
Ocena prowadzona przez organizację (2. poziom podlega certyfikacji),
Ocena ważne max. 4 lata, a następnie ponowna inspekcja
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Ears”: Gites de France
• Oldest system in the RT sector (origins ’50s)
• Five levels (1-5 “epis”)
• Combines traditional classification with product and some management aspects
• Different for self-catering, rooms, “city breaks,” etc.
• Run by the organisation (2nd-level-certification)
• Parallel to public / official classification, for S/C inspection is done for both at the same time by GdF staff
• Scores by areas, compensation is possible within same area, minimum points to be reached for each level
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Ears”kłosy: Gites de France
• Najstarszy system w sektorze turystyki wiejskiej - liczy 50 lat
• Pięć poziomów (1-5 „kłosów")
• Łączy tradycyjną klasyfikację z produktem i kilkoma aspektami zarządzania
• Łączy w sobie różne obszary: wyżywienie, pokoje - pomieszczenia, usługi przewodnickie itp.
• Prowadzony przez organizację (od 2 poziomu certyfikacja)
• Równolegle do publicznej / oficjalnej klasyfikacji, dla S / C kontroli odbywa się w tym samym czasie kontrola prowadzona przez pracowników Gite de France
• Ocena przez obszary, kompensacja jest możliwa w ramach tego samego obszaru, określone minimum punktów, które należy osiągnąć na każdym poziomie
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Stars”gwiazdy: Germany• Two parallel and homologated systems, run by
DeHoGa (for hotels) and DTV (for holiday homesand private rooms) – generic for all territories
• Five levels (1-5 stars)
• Based on abolute minimum levels + additional minimums for each category, plus scores that define the final level
• Different for self-catering and private rooms
• No public system in DE. Run by the private NPO “DTV-Deutscher Tourismusverband”, implemented by entities that have to sign a user licence;
• Specific rural labelization by DLG Qualitätssiegel
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Stars”gwiazdy: Germany• Dwa równoległe zatwierdzone systemy, prowadzone przez
DeHoGa (dla hoteli) i DTV (dla domów wakacyjnych i prywatnych pokoi) – ogólnie dla wszstkich terenów
• 5 poziomów (1-5 gwiazdek)
• Absolutne minimum +dodatkowe minima dla każdej kategorii, plus punkty, które określają ostateczny poziom
• Różne dla –gastronomii i pokoi
• Brak w DE systemu państwowego. Kategoryzacja prowadzona przez prywatne firmy NPO “DTV-Deutscher Tourismusverband”,muszą podpisywać umowy licencyjne na prowadzenie kategortzacji
• DLG nadaje specyficzny znak jakości dla Turystyki wiejskiej
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Calidad Turística jakość w turystycej” - Spain
• National Quality-certification scheme, based on one common methodology but with different content depending on the tourism sector / activity
• Formally private, but strongly supported by public administration
• For RT: five areas of technical aspects (Equipment, Reception and Stay, Cleaning and Maintenance, Security and Environment, Business and sales), plus a specific “management module”
• One level, external (3rd-party) certification valid for 2 years
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Calidad Turística jakość w turystycej” - Spain
• Narodowy Program certyfikacji jakości, w oparciu o jeden wspólny Metodologia zawartości Ale różnić w zależności od sektora turystycznego / działalnościFormalnie prywatna, ale silnie wspierane przez administrację publicznąDla RT: pięć obszarów aspektów technicznych (sprzęt, Recepcja i pobyt, Czyszczenie i konserwacja, bezpieczeństwa i środowiska, Biznes i sprzedaż), plus konkretnym modułem zarządzania "Jeden poziom, zewnętrzne (3rd-party) certyfikacji ważne przez 2 lata
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
ALL are a mixture even if they declare themselves only as “quality” or “classification”
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“TripAdvisor” – World świat
• Scoring from 1-5 for tourism services
• Based exclusively on consumer evaluations
• Score plus verbal comments allow for a more specified or detailled description
• Prints diploma to establishments
• Doubts about reliability of evaluations Video
• Price ponderation effect: 4 is not equal to 4
• Top-biased values
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“TripAdvisor” – World świat
• Punktacja od 1-5 do usług turystycznychOpierając się wyłącznie na ocenach konsumenckichOcena oraz słowne komentarze umożliwić bardziej określony lub szczegółowe opisuDrukuje dyplom do zakładówWątpliwości dotyczące wiarygodności ocen wideoEfekt ponderation Cena: 4 nie jest równe 4Najlepiej stronnicze wartości
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
“Booking.com” - World
• Scoring from 1-10 for accommodation services
• Based exclusively on evaluations of clients that booked through the website of booking.com
• Score plus verbal comments allow for a more specified or detailled description
• Differentiated by market segments
• Price ponderation effect: 8 is not equal to 8
• Top-biased values (anything below 7 is “crap”)
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Booking.com <-> TripAdvisor
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
III. So “what for”?
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Client-based promotion
Expectation
+ Satisfaction
= Quality
Segments Profile
0
10
20
30
40
50
60
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5 Segment 6
Rel
ativ
e Im
po
rtan
ce A
vera
ge
Equipment
Surroundings
Leisure
Ambience
Booking
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Virtual trust – how? • Transparent and reliable• Umbrella system
Common overall criteria National, regional, product-specific
breakdown and (additional) criteria
• Consumer feedback• Continuous adaptation and
improvement
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Empirical Evidence / Market research
Create tools that allow transparency and benchmarking
Create a minimum frame for product and standards
• 80% of Rural Tourism organisations use a Classification and/or Quality system, 2/3 of them are defined and run by the organisation itself (= under their direct control)
• The client is used to this orientation from domestic markets, but international diversity is confusing and not transparent
• Existing systems will not change – creating a new system is not realistic and also not necessary
Umbrella: the Starting Point
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Selection of criteria
Group How they were defined Examples
ACriteria that are considered in more than 80% of the systems, and have obligatory minimum requirements
Room sizeBed sizeSanitary facilities
BCriteria that are considered by 50% of the systems, and/or allow compensation amongst each other
Leisure facilitiesEquipment itemsServices
CCriteria that are considered by less than 50% of the systems, allow compensation, or are country-specific
Sauna, Air Conditioning, tea-making facilities
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
• Situated in the countryside, in a village, or in a small town• Rural surrounding, with evident characteristic of traditional farming, agriculture, or high
nature values • Tourism is not the main activity or source of income in the closer area• Good conservation of environment, quiet and "peaceful" setting, no noise or pollution• Authenticity of the accommodation and ambience• Hospitality = Personal attention by the host• Small-scale capacity of the accommodation unit• Social and environmental sustainability in the context of a multi-functional activity in
the countryside • Connection with the local community and traditional culture• Local products and gastronomy• Culture (folklore, crafts, traditions, heritage, ... ) Excluding criteria are: urban or industrial setting or surrounding; mass- or highly
developed tourism areas; noise, risk/danger, visual and other pollution
Product Standards
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
• List of aprox. 50 specified criteria: – Equipments (19)– Surroundings (8)– Services (8)– Personal attention, “experience” (7)– Security and safety (9)
• At least two levels of parameters:– Absolute minimums for any rural service– Requirements for access to international marketing
• “Umbrella” structure - member organisations are responsible
• Allow for deviation by X% but must be compensated
Assessment Standards
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
How to organise a label
• Recommendation for criteria specifications that adhering (rural) tourism services should comply with
• Product Criteria are generic and apply across all types of services
• For specific sub-products, a plug-in label (“heritage house”, “hikers”, “family with kids”) can be created
• Assessment Criteria Try to keep “in line” with existing generic schemes for accommodation etc.
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
For Baltic countries …
• Cross-reference between EE, LV, and LT (or directly refer to EuroGites criteria)
• Cross-reference with HotelStarsUnion and European Hospitality Quality in LT+LV
• Add own national criteria depending on product(s)
• Or instead, ¿Specific common plug-in label(s)?
• Check in the future: recognition by “European Quality Tourism” (ETQ) label
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Seminar on Classification and Quality SystemsOjako Farm, Audru (EE) 29th-March-2012
Aitäh - Paldies - Thank you
for your attention