Abstract
United Arabs Emirates countries have frequently acquired airline services from Emirate's airline operators. However, for the last couple of the decades, the services offered have been deteriorating. Research helps in finding out how to solve this problem and favour the quality of the services offered without many results.
The purpose of the study is subjected to conduct a survey on the exploration in the basis of the new company named as Emirates Tours that offers to their visitors transport services. It also helps in finding out some of the recommendation that the company can use in the provision of quality services. Distribution of the questionnaires is given out to the tourist in the waiting room. Tourists are allowed to discuss the questionnaire in regards to the conduct and services delivery of the workers. This is aimed in improvement of quality service delivery involving the perception and expectation of the visitors. The tourists are given ample time to answer the questionnaire as they give their opinions and recommendation individually. The first sample was taken from 120 tourists among of those visited and used the company’s facilities. The results were gone through, and deduction of the analysis made.
Introduction
United Arabs Emirates has lately become on the high developing region. The investment has taken a new course as investors are coming from other parts to invest. Tourisms have improved over the last few years become the major source of revenue and income. Tourism industry has been doing well as the revenue collected from the sector is capable of supporting the services and contributing to their national budgeting. Tour guidance transports are the services that have taken advantage of the new constructed international Doha airport. The new Airport has introduced high level of communication, and the number of the tourist in the region has increased. Having high capacity of passengers per year that uses the Airport, the demand of the transport especially in the tour guidance will enjoy the large number of the visitor’s hence high returns.
In a number of the research done earlier, there are several changes that have been realized those are subjected with the seasonal changes on the adjustment of the travel. This has affected the service delivery depending with the information, flexibility, and efficiency and employees improvement in their working conditions. The improvement in the sector has increased the competitive strategies that have greatly affected by the technological changes. In any case, tour guidance service Delivery Company in Doha Airport is investing and seeking to provide high quality services to their customers.
Study framework
In the service delivery, the Emirates Tour Company has to point fundamentally out the reasons critically in finding out how to improve their services. The major aim is to become competitive enough and increase their market share. The major concern is to find what they are to introduce and major perfectly as they want to penetrate in the market. Providing the tour guidance services, they have a number of the challenges that need to be countered. The importance of the research is to introduce new measures that are supposed to emphasise on for development.
The methodology that the Emirate Tour Company has to follow is directed with the kind of the research that seeks to identify the areas to improve on with the aim of service delivery. The study is done to improve and create understandings that are concerned with the service delivery as the company is new in the market. The research study will venture in various areas as it is focused to discuss the following points:
• There are various factors that affect the tourism industry and hence affect the Emirates Tour Company. The service delivery in the industry is of major concern as it may either affect the industry positively or negatively. Service quality in their delivery has to be discussed and measured with the level of technological advance in relation to the industry performance.
• Consideration of the service provision and quality are measured in relation to the business suitability. The relation of the study is to find how to improve the quality services as well the tourism industry.
Significance of the study
It has been noted a number of the companies offering the tour services have incurred some losses in a short period in their tenure leading to closure. The study has a great importance as the Emirate Tours seek to provide a firm background at the point is getting into the industry. The strategies that are used are to assess the impacts of the strategies that were set out by other firms in the industry and improve in them. A number of the companies have used different tactics in the business, the company is trying to improve to the failures that have been noted and make the best and strong firm out of them.
The preferences of the tourist have been given more priorities that help in the creation of the comprehensive forum to discuss the issues and factors affecting the choice of a tour guide. The study helps in introducing the visitors on the areas to consider while choosing the services that are provided in regard to the provision quality. The critical areas are subjected to safety, cost and other services such as meal provision while on the trip.
The study also aims in provision of the guidance to the potential investors in the sector on various strategies concerning the service provision and quality. The investors are given the areas that show the capability of improvement and can be ventured in future.
Literature review
The Emirate Tour Company has introduced the service quality in their values as a mandatory and adhered to every worker of the company. The sector of tourism has been termed as risky and sensitive hence the company has to introduce means of improvising. The concern has been subjected to working with concentration to details hence high level of concentration, consistency and affection. The research is aimed in achieving the desirable guidance.
The very step that is employed is the implementation on the improved services quality through meeting the customer’s preferences as well their expectations. To attain their satisfaction, the assessment through the use of the questionnaire is delivered in a manner of getting their response mostly after their experience. This helps in capturing whether they are satisfied and indication of the areas that require to improve especially in the quality of the services. Capturing the risks, weakness and encountered problem are addressed in regard to the tourist’s advice with the aim of improving on the market share and competitiveness.
The second point considered is paying attention to the need of the visitors as the workers are supposed to respond in regard to the need. This helps in pointing out the progress in the working condition as the tourist has to venture and utilise their time comfortably. The customer has to point out the areas that need to be improved and changed with the aim of attracting their satisfaction. The service to the customers has to be presented with passion and kindness as appreciation of choosing to tour with the company. This attracts their choice during the second visit in the region and even referring their friends to the Emirates Tours Company.
The employees obliged by the company’s rules to attend the customer’s needs as they are taken to an induction and training. The aim is to prevent discrimination as well prejudice in their service delivery and attend indiscriminately. The ethics of work are emphasised as it will help in the maintenance of the customers and become the only choice in the sector.
In the achievement of the quality service improvement, a number of the challenges have been faced. The requirement of the study is to provide the means of managing them and prevention in the future. The service that is to be provided is going to be measured in relation to the wellbeing of the customers. The data that is presented below gas resulted from the research that has been undertaken through questionnaire filling.
Data analysis
Expected service Perceived service
Discussion of Results
As seen from the table above, the response from the tourists is in line with their satisfaction on the services that are provided. According to the outcome, the mean of all events that are offered ranges from 5.0 to 8.4. The median figure gives the highest vote in the outcome as it shows the services that are delivered are recommendable. This is extended to the efficiency and accountability of the workers considering the flexibility and nature of services.
The competence and consistency of the workers as they offer the techniques that are employ in handling such situations. This reflects Tour Guidance Company customer’s strengths or weaknesses (Lessem & Schieffer, 2010). In consideration of the company’s performance, the fact that visitor and the investors require a high level of quality services, their maintenance need to be reviewed. The result shows their satisfaction with the company hence the response of the provided services has to maintain as well as being improved.
The reputation of the company services offered by all stakeholders in regard of ensuring the company has attained the required stages. In handling the customers, the researcher has ensured the outcome reflects the state of the real field in the interaction of tourist. This implies that many customers have voted very important and have almost equal expectations from the items all sectors and services provided. They are quite important in respect to attaining the customer’s motive and decision making.
In assessing the five most important issues that affect the service quality, it is true that the service dimensions of reliability and assurance are most important. Evaluation from the response depends with the findings that partly support the measures that are taken. The issue of the cost has been reviewed in relation of the performance.
The standard deviations in the table above, most important discussed issues have not shown a critical height that is in relation to the expected results. They show a deviation of 1-2 from the mean score. From this information, it is clear that they represent certain realistic values from the services that are rendered. It creates a clear indication of the realistic picture of the collected data and information regarding the of service quality as per the Tour Guidance Company. For the entire sample, the deviations from both expectations and perceptions have shown a general trend, thereby demonstrating a representation of the population under the Tour Guidance Company service.
These facts are shown in the neglect of consideration of assortments of goods as rather very important to customers (Hemlin, Allwood, & Martin, 2004). On the other hand, the above standard deviations though shows and rank quite high indicate how variation of the response in the data given above. From the example, the mean of 6.4 is considered rather effective than the others, at 95% confidence level. The service quality aspects of the design in the physical facilities and employees understanding of needs have been voted as minor and not very important in regard to this survey or Tour Guidance Company low-cost tour guidance operator.
The provided services are moderately fulfilling the expectations of the tourists as shown from the outcome presented. In general, the tourists and investors are satisfied with the overall services offered by the Tour Guidance Company. As seen from the deviation on the data of the results of perceived services, the providers of the services must adjust their services offered for the identified risks and address the issue in response to the time. The customers have shown a great outcome of the results of their expectations and the services at the basis and ground of perceived information from such fields. In regard data collection and formulation, to the fact that tourists that were used in the filling the questionnaire and registered were very few and new customers, it might be concluded that services are good, and they are satisfied. There exists no convincing issue that may use to see off the tourist and investors in the region. The tourists and investors are being satisfied with services offered currently by the Tour Guidance Company. In consideration of the issues level of satisfaction for services in quality, the mean value obtained is little than a lower scores that expected. This provides another area and sector that the company needs to address as it concentrates in reducing their attention from currently offering the management and employees to this region (Hemlin, Allwood, & Martin, 2004). This gap need to addressed and viewed in respect on a reverse process and attend to other sectors making the services offered insufficient attention from the company services in general.
Evaluation of the tourists’ expectations shows a significant difference in the main four areas; Willingness to help, Personnel appearance, personal attention and customers; best interest at heart (Wessner, 1999). The four have proved how they are dominant as well influential to be highly competitive. However, the understanding of the issues at hand for the company needs to project its services to wellbeing of the customer. Timing and departure have been considered relatively influential to the factors with means of 7.0 and 7.4 respectively. Evaluation of these expected factors shows correlation of the issues in relation to the intention considering the performance and cost.
Second hand sources of the information of the company are narrated to other investors and tourist by their friends on their experiences. This has helped in increasing the company popularity as the services are improved. This has helped in increasing the influence as the level of trustworthiness and acceptability are high in regard to personal formation of opinion (Lessem & Schieffer, 2010).
Conclusion
The services provided by Tour Guidance Company have been enhanced by the presence of Doha international airport. The tourist has enjoyed the tour guide services as the most of the places are made accessible through the tour vans. The company has a high possibility of development as the services are recommended.
According to the results of the finding, the management of the Emirate Tours has to consider the outcome of the tourists. The visitors and investors are the source of the information that approves the services in respect to quality. The management has to put more effort in ensuring the recommendations that are made are practiced with the aim of attracting more visitors. The increase tourist in the region has been boosted by the modern airport and other physical feature in the United Arabs Emirate countries.The Emirates Tours has to consider the importance of the services that are provided to the tourists. This has to increase the quality and the cost in regard to the increasing demand.
Questionnaire
Part 1: on the attached excel table
Part 2: Please choose the appropriate below:
Sex 1 Male 2 Female Age
Age 1 15-30 2 31-45 346-60 4 60+
Job/Profession: Not to say
- Purpose of travel
1 Business 2 Tourist 3 Visiting friends/relatives
4 Education 5 other (please specify)
- Are you a frequent flyer: 1 Yes or less frequent 2 No ___________________
- Including your trip today how many times have you travelled by Tour Guidance Company in the last 12 months?
11-5 2 6-10 3 10+
References
Branscomb, L. M. & Keller, J., 1998. Investing in innovation : creating a research and innovation policy that works. Cambridge, Mass: MIT Press.
Edgerton, D., 1996. Industrial research and innovation in business. Cheltenham, UK ; Brookfield, VT: Edward Elgar Pub.
Hemlin, S., Allwood, C. M. & Martin, B. R., 2004. Creative knowledge environments : the influences on creativity in research and innovation. Cheltenham, UK ; Northhampton, MA: Edward Elgar.
Lessem, R. & Schieffer, A., 2010. Integral research and innovation : transforming enterprise and society. Farnham, England ; Burlington, VT: Gower.
Wessner, C. W., 1999. The Small Business Innovation Research Program : challenges and opportunities. Washington, D.C.: National Academy Press.
