Strategies to improve the quality and competitiveness of coastal tourism areas: Applying tourism standards

• Published in: Revista de análisis turístico 2018-07, Vol.25 (1), p.68-90
• Main Authors: Moisés Simancas Cruz, Israel García Cruz, Juan, Greifemberg, Carlos Alberto, María Pilar Peñarrubia Zaragoza
• Format: Article
• Language: eng ; por ; spa
• Subjects: Classification; Fire prevention; Hotels & motels; Single family; Tourism; Urban planning
• ISSN: 2254-0644; 1885-2564; 2254-0644
• DOI: 10.1108/JTA-02-2018-0007

PurposeThe quality of tourist accommodation establishments is a recurring theme in public strategies for planning and managing tourist destinations. The applying standards as a way to achieve quality. This strategy consists of legally regulating a series of minimum physical standards by using measureable parameters, as well as the desired characteristics or levels of amenities, which vary according to the type of provision required. The purpose of this study is to analyze the strengths and weaknesses of applying strategies that regulate standards for accommodations in coastal tourism areas in the Canary Islands (Spain).Design/methodology/approachThe authors used an explanatory case study methodology. An “inter-case” comparison has been chosen, because the object of analysis (public policy applying tourism standards) has changed over time; furthermore, a content analysis approach was selected so that the subject of this research is the process of implementing this kind tourism policy. The result is a systematization of the process in stages.FindingsQuantifiable criteria that exclusively consider the physical or operational parameters of a tourist establishment are no longer sufficient to provide quality service that meets the needs and expectations of customers. It is not enough to set standards for surface area parameters or essential amenities when organizing new tourist developments, but rather it is the qualitative aspect that must be addressed. At the same time, quality tourist accommodation establishment is not obtained merely by reducing density, which constitutes the significant standard.Research limitations/implicationsThis paper evidence is presented that may influence the quality of accommodation perceived by the client, which increases their level of satisfaction and, in turn, the degree of trust and, therefore, fidelity, understood as the future decision to repeat or not the tourist experience. There are also issues related to the approach that the quality of accommodation establishments has a direct effect on the visitor’s perception of the destination, which cannot be merely physical, mensurable in square metres.Practical implicationsThe relationship between urban standards and quality is no longer linear. This determines that the regulated tourist accommodations (defined by sectoral regulations) it is common to set a required plot size in m2 based on the number of bed places offered by the establishment is no longer valid. Today, tourists ra