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METHODOLOGY FOR SERVICE AUDIT OF TOURIST DESTINATIONS
Abstract
The authors have developed a method of service audit to conduct a study on how the destination industry meets the tourists' needs. The main research method of the study is a "secret shopper". Since it was necessary to evaluate the services provided for tourists in various enterprises that make up the regional tourism infrastructure, the application of this method has required a new approach. The method has been tested in the project to study the level of service of one of the most famous tourist destinations in Russia. The article presents several results of the conducted study, as well as data and conclusions obtained with its help as to the completeness and quality of the services provided for tourists at the destination. The authors also presented a brief description of the methodology of the used approach. The method has allowed creating a single database of primary data obtained, and later carrying out comparative studies. The conclusions resulting from the project became interesting to investors and regional tourist offices.
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