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TOTAL QUALITY MANAGEMENT

Total Quality Management (TQM) is a management approach that aims long-term success through customer
satisfaction in which all members of the organization participate in improving processes, products, services,
and work environment (American Society for Quality).
Total Quality consists of the continual improvement of people, processes, products (including services), and
work environment. Anything and everything that affects quality is a target for continual improvement.
Effective application of total quality can produce end results such as organizational excellence, superior value,
and global competitiveness (Goetsch & Davis, 2016).
FOUNDATIONAL THEORIES OF TOTAL QUALITY MANAGEMENT
Total Quality Pioneers and their Theories
William Edwards Deming
• He is known as the “Father of Quality Evolution” and is considered by many as the master of
continual improvement of quality.
• He taught methods for statistical analysis and control of quality to Japanese engineers and
executives during the 1950s, which can be considered as the origin of TQM.
Deming’s Theory:
The Deming Cycle – or the Plan, Do, Check, Act (PDCA) cycle – is a cycle that links product production
to consumer needs by focusing the resources of all departments (research, design, production, and
marketing) in a cooperative effort to meet those needs. The Deming Cycle proceeds as follows:
o Plan – involves conducting consumer research and using it in product planning
o Do – actual production of the product
o Check – making sure that the product is produced according to the plan
o Act – actual marketing of the product.
Joseph Juran
• He was a management consultant specializing in managing for quality and the founder of Juran
Institute, Inc.
• He is an awardee of the Order of the Sacred Treasure Medal for his efforts to develop quality in
Japan and promoting friendship between Japan and the United States.
Juran’s Theory (The Juran Trilogy):
o Quality Planning – involves product, systems, and process development to meet customer
expectations
o Quality Control – assessment of actual quality performance, comparison of performance
with goals, and action addressing differences between performance and goals
o Quality Improvement – development of infrastructure and a team for making and
monitoring continuous quality improvement.
Philip Crosby
• He was the director of quality at ITT Corporation, a worldwide manufacturing company, for 14 years.
• He is the founder of Philip Crosby Associates, which is an international consulting firm on quality
improvement.
Crosby’s Theory:
o Quality is simply defined as conformance to requirements, and the only performance
standard is zero defects.

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QUALITY SERVICE STANDARDS IN HOSPITALITY AND TOURISM

Tourism products and services involve dealing with people; and in the eyes of consumers, the quality of service
will be measured by the attitude of the staff, which will differentiate a good or bad experience for the
customer.
Below are the key dimensions of a quality customer service in tourism and hospitality:
 Reliability. It is the ability to perform the promised service dependably and accurately.
 Responsiveness. It is the willingness to help and provide prompt service to customers.
 Assurance. It is the knowledge and courtesy of employees and their ability to convey trust and confidence
in dealing with a request.
 Empathy. It refers to caring for and individualized attention provided to a customer.

Known Quality Service Standards for Tourism and Hospitality

• ISO/WD 21902 – It is a standard set by the International Organization for Standardization Committee
for Tourism and Related Services (ISO TC/228), which is still under development as of 2018 and known
as “tourism for all.” This standard sets clear guidelines for tourism planning and destination
management. This was in response to World Tourism Day 2016 speech of former World Tourism
Organization (UNWTO) secretary-general Taleb Rifai where he advocated that “accessibility for all
should be at the center of tourism policies and business strategies, not only as a human right but also
as a great market opportunity.”
According to Jesus Hernandez, director of Universal Accessibility and Innovation of ONCE Foundation,
this standard will address the many cases of people with disabilities not being able to exercise their
rights for leisure and tourism.
Marcio Favilla, UNWTO Executive Director, emphasized that “universal accessibility is a right and a
business opportunity for destinations and companies.”
• ASEAN Tourism Standards – The Association of Southeast Asian Nations (ASEAN) is a political and
economic organization aimed primarily to promote economic growth and regional stability among its
members. Together, the 10 member countries—Brunei, Cambodia, Indonesia, Lao PDR, Malaysia,
Myanmar, Philippines, Singapore, Thailand, and Viet Nam—have considered the standardization of
tourism services essential for helping the ASEAN region to be a quality single destination by
establishing the ASEAN Tourism Standards. As of 2018, Thailand chairs the ASEAN Tourism Standards
Task Force.
Below are the six (6) ASEAN Tourism Standards:
o Green Hotel – It is an environmentally friendly hotel and adopts energy conservation
measures.
o Food and Beverage Services – These are forms of service where traditional and typical
food and beverages are produced and sold by local people in food stalls, restaurants,
or other similar outlets.
o Public Restroom – It is a room or booth shared by all people for urination and
defecation consisting of at least a bowl fitted with or without a seat and connected to
a waste pipe and a flushing apparatus.

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o Home Stay – It is an alternative form of family furnished accommodation generally

located in a house, providing guests with opportunities to experience
family/community lifestyle as well as tourist attractions.
o Ecotourism – It is a form of responsibly traveling to destinations with ecological
diversity that involves activities, environmental and cultural conservation measures,
and community participation providing benefits for local people in the country.
o Tourism Heritage – It is an outstanding cultural or heritage area of a country that is
protected, conserved, and managed in a sustainable manner provided with easy
access and support facilities for the enjoyment of visiting tourists. It can be any of the
following:
 Cultural Heritage – It refers to outstanding monuments and groups of buildings in
a country that have authentic, historical, archaeological, scientific,
anthropological, and ethnic value.
 Natural Heritage – It refers to outstanding physical, biological, and geological
formations including its habitat and species that may be threatened and
endangered.
• Department of Tourism (DOT) Tourism Standards
The Department of Tourism of the Philippines is the primary government agency charged with the
responsibility to plan, program, coordinate, implement, promote, and develop tourism (both domestic
and international) as a major socio-economic activity to generate foreign currency spending,
investment, and employment and to spread the benefits of tourism to both the private and public
sector.
o Progressive Accreditation System (PAS) is a three-level recognition scheme for Primary
Tourism Enterprises (accommodation establishments and travel and tour agencies) entailing
progressive minimum standards and reflecting customers’ expectations. The three (3) levels
are as follows:
 Basic Registration. It is granted to a tourism establishment that has complied with the
basic requirements set by the DOT with one (1) year validity.
 Regular Accreditation. It is granted to a tourism establishment that has complied with
the minimum standards expected by the DOT with two (2) years validity.
 Premium Accreditation. It is granted to a tourism establishment that has exceeded the
expected standards set by the DOT with (3) years validity.
National Accommodation Standards
 It is a set of requirements by DOT for accommodation facilities and services that
prescribes progressive levels of quality and service.
 It employs the Five Star Grading System in which there are five (5) levels of
accommodation standards ranging from one (1) to five (5) stars applicable to hotels,
resorts, and apartment hotels. To obtain higher stars, progressively higher service and
facility quality, facility condition, and improved business practices like environmental
management, which are determined by a points system, should be provided across
all areas. Star bands for hotels, resorts, and apartment hotels are as follows:

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 One Star: 25–40% achievement (251 to 400 points) – These enterprises appeal to
budget-minded travelers. There is a limited range of facilities and services.
 Two Stars: 40–55% achievement (401 to 550 points) – These enterprises appeal
to tourists seeking more than basic accommodation. They offer expanded
facilities and a higher level of comfort.
 Three Stars: 55–70% achievement (551 to 700 points) – These enterprises offer a
very good level of accommodation. There are more spacious public areas, higher
quality facilities, and a greater range of services.
 Four Stars: 70–85% achievement (701 to 850 points) – These properties are
upscale in all areas. Accommodation is refined and stylish. Service is responsive,
often including an extensive array of facilities.
 Five Stars: 85–100% achievement (851 to 1,000 points) – These properties reflect
the characteristics of luxury and sophistication. The facilities are world class in
every manner, and the meticulous service exceeds all guest expectations

References:
Goetsch, D. L., & Davis, S. (2016). Quality management for organizational excellence: Introduction to total quality. Boston,
Massachusetts: Pearson.
Kenyon, G. N., & Sen, K. C. (2015). The perception of quality: Mapping product and service quality to consumer
perceptions. London: Springer Verlag.
Stewart, S. (2016). Cambridge International AS and A level travel and tourism coursebook. Place of publication not
identified: Cambridge Univ Press.
ASQ. (n.d.). History of total quality management (TQM). Retrieved from http://asq.org/learn-about-quality/total-
quality-management/overview/tqm-history.html on March 13, 2018
Theseira, J. (2016, September 27). Tourism for everyone with accessibility standards. Retrieved from
https://www.iso.org/news/2016/09/Ref2123.html on March 09, 2018
United Nations World Tourism Organization (UNWTO). (n.d.). Future international standard on accessible tourism for all
[Press Release]. Madrid, Spain: United Nations World Tourism Organization. Retrieved from
http://media.unwto.org/press-release/2017-02-27/future-international-standard-accessible-tourism-all on
March 16, 2018
ISO/TC 228. (n.d.). About ISO/TC 228. Retrieved from https://committee.iso.org/home/tc228 on March 09, 2018
International Organization for Standardization (n.d.). About ISO. Retrieved from https://www.iso.org/about-us.html on
March 09, 2018
Breene, K. (n.d.). What is ASEAN? Retrieved from https://www.weforum.org/agenda/2017/05/what-is-asean-explainer/
on March 26, 2018
ASEAN tourism standards. (2007). Jakarta: Bureau for Economic Integration and Finance. Retrieved from
http://www.aseantourism.travel/media/files/20130111081324_asean_tourism_standards_book.pdf on
March 26, 2018
National Accommodation Standards: Hotel. (2012). Hotels – Philippine tourism. Retrieved from Department of Tourism
Philippines’ official website: http://www.tourism.gov.ph/Downloadable%20Files/Hotel%20for%20web.pdf
Building a Better Nation through DOT Progressive Accreditation System and ASEAN Tourism Standards. (2017).
Orientation seminar for LGUs - Region 3. Retrieved from DOT Philippines Ultimate Travel Guide for Tourist
website: http://www.visitmyphilippines.com/images/ads/a658d593236f57eee5de61d897a91961.pdf
Department of Tourism. (2012). FAQs on the national accommodation standards for hotels, resorts and apartment hotels.
Retrieved from Department of Tourism Philippines’ official website:
http://accreditationonline.tourism.gov.ph/Downloadables/Standards/FAQs_NationalAccomodationStandards.
pdf

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