THEORETICAL ASPECTS OF THE QUALITY MANAGEMENT SYSTEM OF TOURIST SERVICES

Abstract

The article examines the theoretical aspects of the quality management system of tourism services. Authors have processed theoretical studies in this area and proved that despite the considerable interest in assessing the quality of tourism services, the current literature lacks a comprehensive understanding of quality and its relationship with new management practices in the field of quality management. It is noted that the quality of tourism services is one of the most important factors in the competitiveness and sustainable development of the tourism industry. The study examines the key models and standards of quality management applied at the international, European and national levels, as well as their role in increasing customer satisfaction and ensuring sustainable development of tourism. Particular attention is paid to the analysis of international standards such as ISO, as well as European certification systems, including Blue Flag, EFQM, Hotelstars Union and others. The methods of assessing the quality of tourist services, in particular SERVQUAL, SERVPERF, HOLSAT, AIRQUAL, which allow measuring the level of perception and satisfaction of tourists, are separately considered. The key differences between quality assessment systems and methods of its analysis are identified, which provide an integrated approach to improving service standards. National quality management systems for tourism services, in particular, DSTU standards, as well as practices of their implementation in Ukraine, are studied. The role of governmental and non-governmental organizations in the process of certification and evaluation of tourism services is highlighted. Emphasis is placed on the need to introduce innovative technologies, such as artificial intelligence, virtual reality and automated feedback analysis systems, which contribute to improving the quality of service. The conclusions state that effective quality management of tourism services requires an integrated approach that combines standardization, technological innovation, and customer focus. Further research is recommended to be directed to the adaptation and improvement of national certification systems for tourism services, taking into account international experience and sustainable development requirements.