Moscow, Russian Federation
This article continues the series of publications of authors, in which they presented a description of the conceptual basis of auditing service, its methodological foundations, recommendations for the standardization and separate objects and processes. The article presents the description of a new approach to the application of the concept and methodology service audit. Previously the audit service was viewed solely as a method of monitoring the adequacy, service quality and its conformity with the needs of the target consumer groups, designed for individual enterprises and their associations. Developing the service audit issues, the authors propose opportunities in research at the mesolevel (at the regional level). Methodology service audit was used in the project to study service within the boundaries of one of the tourist destinations in Russia. The difference is in the fact that the method of service audits, including secret shopper method, was applied to a diverse set of objects constituting the regional tourism infrastructure. This methodological tool was the same for all objects, which required a determination common to a variety of enterprises of the conditions and elements of service of tourists. This approach allowed creating a unified database of the obtained primary information, and later conducting a comparative study. The article presents some results of using the service audit methods, data and conclusions regarding the completeness and quality of the tourism service destination, obtained with its help. The results of the service audit of the regional tourism infrastructure describe the quality of service in such elements of the tourist infrastructure, as hotels and other accommodation facilities, catering facilities, objects and means of entertainment, objects of cognitive, business, medical, sports and other purposes. The authors also presented a brief description of the methodology of used approach. Experience showed that such a project has all the advantages of using the method of mystery shopping, including relatively low cost, the shortening of studies, etc. the Conclusions resulting from the project were of interest to investors and regional tourism administrations.
mystery shopper method, tourism infrastructure, service audit, destination
1. Abramova O.A. A u menya est´ tayna? (realizatsiya metoda mystery shopping). Marketing i marketingovye issledovaniya. 2013. № 3. S. 162-167.
2. Vapnyarskaya O.I. Standartizatsiya v servisnom audite. Cervis plus. T. 8. 2014. № 4. S. 30-37. DOIhttps://doi.org/10.12737/6464.
3. Vapnyarskaya O.I., Platonova N.A. Formirovanie kontseptual´nykh i metodologicheskikh osnov servisnogo audita. Materialy vserossiyskoy zaochnoy nauchno-prakticheskoy konferentsii «Servisnyy menedzhment». Servis v Rossii i za rubezhom (elektronnyy zhurnal). 2013. № 7 (45). http://old.rguts.ru/electronic_journal/number45/contents (data obrashcheniya: 15.12.2015).
4. Vintaykina E.V., Sirenko M.S. Razrabotka rekomendatsiy po ispol´zovaniyu programmy «taynyy pokupatel´» kak sposoba kontrolya deyatel´nosti turagentstv. Obrazovanie. Nauka. Nauchnye kadry. 2013. № 4. S. 180-181.
5. Goncharova N.A. Kir´yanova L.G. Rol´ issledovaniy potrebitel´skogo povedeniya turistov v razrabotke strategii turistskogo regiona. Izvestiya TPU. 2010. № 6.
6. Kapitanchuk Yu.B., Gorbunova L.M. Mystery shopping kak instrument upravleniya regional´noy set´yu. Upravlenie kanalami distributsii. 2011. № 1. S. 16-20.
7. Kir´yanova L.G. «Turistskaya destinatsiya» kak kompleksnyy kontsept i klyuchevoy element turistskoy sistemy. Vestnik KemGU. 2012. № 1. S. 131-136.
8. Krivosheeva T.M. Turistskie destinatsii: voprosy formirovaniya marketingovykh strategiy. Servis v Rossii i za rubezhom (elektronnyy zhurnal). 2014. № 6 (53). URL: http://cyberleninka.ru/article/n/turistskie-destinatsii-voprosy-formirovaniya-marketingovyh-strategiy (data obrashcheniya: 15.12.2015).
9. Lebedeva O.A., Davydova V.N. «Taynyy pokupatel´» kak metod marketingovykh issledovaniy. Nauchnye zapiski OrelGIET. 2011. № 1. URL: http://orelgiet.ru/docs/47_11_10_12.pdf (data obrashcheniya:15.12.2015)
10. Lunkar´ I.E. Kontseptsiya postroeniya arkhitekturno-prostranstvennoy sredy turistskikh destinatsiy. Vestnik RMAT. 2014. № 2. S. 108-117.
11. Marinov S. Marketingovoe upravlenie turistskoy destinatsiey. Servis v Rossii i za rubezhom. 2013. № 8. URL: http://cyberleninka.ru/article/n/marketingovoe-upravlenie-turistskoy-destinatsiey (data obrashcheniya: 15.01.2015).
12. Morrone V. Analiz turistskoy destinatsii goroda Yaroslavlya. Vestnik RMAT. 2014. № 4. URL: http://cyberleninka.ru/article/n/analiz-turistskoy-destinatsii-goroda-yaroslavlya (data obrashcheniya: 17.04.2015).
13. Nesena M.V. Mezhregional´nye organizatsii kak instrument povysheniya konkurentosposobnosti osnovnykh turistskikh destinatsiy Rossii. Izvestiya SPbUEF. 2012. № 1. S. 125-128.
14. Peters M. Strategicheskiy brend-menedzhment turistskikh destinatsiy. Vestnik RMAT. 2013. № 2 (8). S. 11-21.
15. Seselkin A. I., Rassokhina T. V. Analiz kriteriev ustoychivogo razvitiya turistskikh destinatsiy. Vestnik RMAT. 2013. № 2 (8). S. 28-33.
16. Sostina L.V. Taynyy pokupatel´ kak odin iz instrumentov kontrolya kachestva v sfere servisnoy deyatel´nosti. Ekonomika. Pravo. Pechat´. Vestnik KSEI. 2012. № 1-2 (53-54). S. 239-243.
17. Kharitonova T.V., Vapnyarskaya O.I., Golikova O.M. Otsenka konkurentosposobnosti Rossii kak edinoy turistskoy destinatsii (na osnove zarubezhnoy metodiki). Servis v Rossii i za rubezhom. 2014. № 6 (53). URL: http://cyberleninka.ru/article/n/otsenka-konkurentosposobnosti-rossii-kak-edinoyturistskoy-destinatsii-na-osnove-zarubezhnoy-metodiki (data obrashcheniya: 22.03.2015).
18. Chernenko V.A., Kachalova O.I., Lokteva O.A. Sovremennye tendentsii v razvitii gostinichnogo servisa. TTPS. 2013. № 1 (23). S. 113-117.
19. Shchedlovskaya M. V., Gulyaev V. G. Sovremennye tendentsii ustoychivogo razvitiya infrastruktury turistskikh destinatsiy. Vestnik RMAT. 2014. № 3. S. 14-21.
20. Kramarova T.J., Semenov A.E., Yakunin V.N. Sonceptual approaches to the development of contents for additional professional education services for active tourism (Samara region). World Applied Sciences Journal. 2014. T. 30.
21. Krivosheeva T.M., Druchevskaya L.E., Sultaeva N.L. Rural tourism and sustainable development of rural territories. World Applied Sciences Journal. 2014. T. 30. № 30. R. 104-106.
22. Krivosheyeva T.M., Sultaevaa N.L., Druchevskaya L.E. Cooking schools as a tourist attractor. World Applied Sciences Journal. 2014. T. 30. № 30. R. 98-100.
23. Ovsyannikov V.P., Yakunin V.N. Traditional cultural heritage and tourist activities in young industrial cities (by the example of Tolyatti). World Applied Sciences Journal. 2014. T. 30. № 2. R. 218-220.
24. Vapnyarskaya O.I., Platonova N.A., Krivosheeva T.M. Reform of the Kaliningrad region tourist destination: cluster initiatives. World Applied Sciences Journal. 2014. T. 30. № 30. S. 12-14.
