Modern Quality Management in Hotel Tourism

264 Abstract: Tourism is a rapidly growing industry that requires explosive reaction of management. In order to achieve or even exceed guests‘ expectations, we must determine what their expectations for quality of service are. The employees are the heart of business. How do we integrate all the power of quality that we will become in the eyes of customers? This is the task of modern management in tourism. In this paper we present an analysis of quality in a casual sample of 333 guests in 42 different hotels in Slovenia and Croatia. Based on multiple linear regression analysis, we found that guests in the four-star hotels are more satisfied with the quality of offers as guests in three-star hotels. Statistically significant differences between the three-stars hotels and four-star hotel is reflected in the satisfaction with the quality of food and drink and its quick service, the price of the service, friendliness of staff to guests, and the arrangement of the restaurant, reception and rooms.


introDUction
Nowadays many people travel for various reasons.Clients for tourist products and services (in continuation guests) are becoming increasingly informed and educated about hotels product and service offers, thus increasing their demands, while adding new needs and wishes.Some factors, which used to count as added value or surprise, have now become an expected necessity.Modern management must follow this trend of thought in order to continue pleasing their customers and ensure satisfactory business results.
The purpose of this paper is to investigate whether and how three selected variables influence the dependent variable under study defined as Y-a (satisfaction of quests in hotels).The aim of the study is to contribute the understanding of how three independent variables (X 1 -a Dummy variable for sex; X 1 = 0 for male; X 1 = 1 for female, X 2 -a Dummy variable for number of stars of hotel; X 2 =0 three-star hotel, X 2 =1 four-star hotel, X 3 -a Dummy variable for a country of Slovenia or Croatia; X 3 =0 for a country-Slovenia and X 3 =1 for a country is Croatia) impact the Y variable based on linear regression models.
The main research hypothesis is that at least one independent of variables (X 1 , X 2 , X 3 ) is statistically significantly for explanation of variability in variable (Y-satisfaction of quests in hotels).
Additional research hypothesis states that independent variable (X 2 ) is statistically significantly for explanation of variability in variable (Y).
Research data has been acquired through use of a questionnaire.For data exploration using Excel, Megastat, IBM SPSS 20 and Gretl.
We used descriptive analysis, methods of multiple linear regression analysis and Anova test.

LITERATURE OVERWIEW
Modern tourism can be defined as a set of people from all social classes, social relations, social rights and material well-being.Globally, tourism has become an activity with a number of economic effects, which develop new economic activities, enhance and modify the structure of production and consumption."Concern for quality is one of the most important strategic goals in organizations, because research shows that 40% of users citing poor quality of services as the most important reason for the tran-sition to a competitive tender, the price of services and only 8% " (Cevc, 2009, str. 374).Various studies have also shown how the close correlation in the services business success and the degree of customer loyalty.One of the basic finding is that even a tenth of unsatisfied customers not to complain, but to express their dissatisfaction in two ways: with 82% not return to their bad experience, on average, nine people aware, 13% dissatisfied or even 20 or more people (Cevc, 2009, 374).Also satisfied customers spread positive information about the organization that satisfies their expectations (Čočkalo, et al., 2011, str. 32).Caring for satisfied customers is an important task because it is easier to keep existing customers than acquire new customers.Guest relationships are a strategic asset of the organization (Gruen, et al., 2000, Guzzo, 2010) and customer satisfaction is the starting point to define business objectives.
Organized approach to studying the quality was not initiated until after 2 World War II in the U.S. (Vorina, 2008, str. 188) "Quality management systems should be upgrading of existing such a way that will allow the management of creativity, which is a prerequisite for innovation, which can achieve the quality required for successful operation of the organization" (Trebar, 2010, 12)."Quality must be built like a house slowly, with clear objectives and real-time controls and continuous improvements" (Vorina, 2011, str. 59).
Nowadays one of the biggest challenges for managers in the hotel industry is to provide and sustain customer satisfaction.Customer requirements for quality products and service in the tourism industry have become increasingly evident to professionals (Lam & Zhang, 1999; Yen & Su, 2004, Guzzo, 2010).
SERVQUAL model is still the most established model of service quality.He is also known under the name "model five steps" (The Five Gap Model), American author Parasuramana, Zeithamlove and Berry.Customers evaluate service quality service, this is the result of the comparison of their expectations regarding the quality of service and the actual experiences and feelings of the services received.The model has been designed to measure the experienced quality of service.As its name suggests the model is to ad-dress any gaps or gaps that may exist in the service process (Parasuraman, Zeithaml, Berry, 1996).
Grönroos model (2007, str.79) tries to explain how consumers perceive the quality of certain services.The model is based on the evaluation process for the duration of service.Perception (perception of) the quality of customer service is the result of comparing the expected and actually experienced.The model attempts to define the activities and resources of the service provider, both internal and external that affect the client host assessment of quality of service (Haller, 2012, str. 71).
How do we know that we are absolutely non-quality?How do we know that the hotel offers the absolute non-quality service?We know this when the hotel does not have more guests.It is therefore necessary to measure guest satisfaction in hotels and other tourism organizations.Only by measuring guest satisfaction can improve the quality of business (Vorina, 2012).

expLoratory Data anaLySiS
Main results, findings and future research should be presented.We chose to investigate the populationguests in hotel in Slovenia and Croatia of all ages.Occasional sample consisted of 333 respondents in 42 various hotels.
The questionnaire consisted of 16 claims or questions which have been divided into two sections.The first set consisted of three demographic data (sex, country, number of stars in the hotel), and the second set consisted of thirteen factors about guest satisfaction.Interviewing was conducted from 03.01.2012 to 03.15.2012.
Guest satisfaction was measured by the following of thirteen factors as the sum: Guests have access to information via computer (e-access); The hotel offers the possibility of trips and visits other sites in the city; The hotel offers enough additional money (entertainment, sports facilities, entertainment ...); Arrangement of parking spaces; Arrangement of corridors and common areas; Arrangement of reception; Price of services (accommodation, food, drink ...); Willingness of employees in hotels, to help our guests; Friendly and quick service food and beverage; Arrangement of restaurant; Friendliness of staff to guests; Arrangement of rooms and Quality food and drink.
Because we have developed a measuring instrument-a questionnaire alone, we have to test the quality of the measurement instrument or reliability of selected indicators to measure the research variables.We chose Cronbach's alpha test, which measures the reliability of the measurement instrument and indicates whether the selected indicators measuring the same latent variable."Reliability of the scale is exemplary, if the Cronbach's alpha coefficient greater than or equal to 0.8" (Tominc, 2008, str. 33).The reliability of a questionnaire, which measure guest satisfaction is Cronbach's alpha 0.870 (Tables 1 and 2), which means a lot or exemplary reliability of measurement.A depend variable is a guest satisfaction, which was measured by the thirteen factors, mentioned above.Independent variables are: X 1 -sex; X 2 -number of stars of hotel; X 3 -country is Slovenia or Croatia.

mULtipLe Linear regreSSion moDeLS
In general, multiple regression allows the researcher to ask (and hopefully answer) the general question "what is the best predictor of ...".Of course, limitation of all regression techniques is that one can only ascertain relationships, but never be sure about underlying causal mechanism.For testing the first research hypotheses a multiple linear regression analysis using software Megastat, Excel, SPSS 20 and Gretl was applied.The general multiple linear regression population Model applied (1) is: (1) Regression parameters are estimated using minimum least squares (OLS) method.The Model with the OLS estimated parameters (2) is: (2) The random error term (3) is estimated using: (3) The most important limit of the regression method is that only probable relationships are assumed, and one may never be sure about the true causal mechanism that lies behind.Regression diagnostics was conducted using coefficient of determination R 2 , the t -test for testing the significance of each of the independent variables, and F-test in testing for overall regression.Results for two multiple regression models are given in Tables 3, 4 and 5.The two multiple OLS regression models were analysed, for studying the following: Model I-Impact of K=3 regressors on depend variable Y, (n=231).The linear multiple regression Model I (4) with estimated parameters is: In Model I (Table 3) 4 % of total sum of squares are explained by the estimated model.Variables X 1 (pvalue = 0.3634), X 3 (p-value = 0.0615) are not statistically significant.In additional Model II, we excluded the variable X 1 and X 3. Model II (Table 4 and 5) -Impact of K=1 regressors on depend variable Y, (n=236).The linear multiple regression Model II (5) with estimated parameters is: (5) n = 236, R-squared = 0.031, Adjusted R-squares =0.027,Standard Error=7.117F (1, 234) =7.54, P -value=0.006.In Model II 3.1% of total sum of squares is explained by the estimated model.Variables X 2 (p-val-ue=0.006) is statistically significant at 5 % significance level.
The regression coefficient β 2 shows that if X 2 , number of stars of hotel, would increase, without changing the level of variable X 1 and X 3 , the regression value of satisfaction of guests would also increase.
In Table 6 we see (F: 4.37 -35.83,Sig.: 0.000 -0.030) that there are statistically significant differences in satisfaction between the hotel guests with three and four stars.Differences exist in satisfaction with: quality food and drink, friendly and quick service food and beverage, price of services (accommodation, food, drink ...), friendliness of staff to guests, arrangement of reception, rooms and restaurant.

concLUSion
For 236 hotel guests in Slovenia and Croatia, regression analysis of dependent variable Y-satisfaction of guests in hotels was conducted.Three independent variables considered are: X 1 -sex; X 2 -number of stars in hotel; X 3 -country is Slovenia or Croatia.All data are based on author's research.Multiple linear regression Model I, with n=231 and K=3 regressors, indicated that only variables X 2 was statistically significant.Model II, with n=236 and K=1 regressors, indicated that variables X 2 is statistically significant at 5 % significance level.The F-test with F-statistics = F (1, 234) = 7.54 and P-value=0.006shows that overall regression is statistically significant at 5 % significance level.
Finally, in this research, the first hypothesis was accepted: the main research hypothesis, which stated that at least one independent of variables (X 1 , X 2 , X 3 ,) is statistically significantly for explanation of variability in variable Y-satisfaction of guests in hotels).The additional hypothesis, that that independent variable (X 2 ) is statistically significantly for explanation of variability in variable Y-satisfaction of guests in hotels was also accepted.
In further research would be interesting to include in the linear regression model other independent variables such as, (age and education of guest…).
Ključne reči: kvalitet, turizam, menadžment, zadovoljstvo gostiju, multiplitarna linearna regresija, references: rezime: , R-squared = 0.040, Adjusted R-squares =0.027,Standard Error=7.16 To standardize the quality approach has been made a special international standards (best known as ISO 9000) to systematically determine the responsibilities of individual departments and functions in relation to quality.•III rate: continuous quality improvement (CQI -Continuous Quality Improvement).The first two stages are focused on the product or service.In the 90 years commencing on the issue of quality to look through the process.This level supports the focus on improvement of all processes within the organization, t. i. process approach to quality, which should lead to greater efficiency and effectiveness of the organization.That is achieved given to prevention, to avoid unsuitable products.Quality becomes a concern for all.Quality assur-ance is not only technical, but primarily organizational in nature.through a greater satisfaction of all those who are in any way connected with the organization, team work, innovation and cost reductions.It is interesting that in today released during the term quality control.Not only in the titles of the developmental stages, including the names of organizations that are professionally concerned with the quality (no more EOQC -European Organization for Quality Control, ASQC-American Society for Quality Control, but only the ASQ and EOQ), but also what is Of course the most important in the approach to quality (Lekić, 2011, str.26).

Table 1 :
Case Processing Summary

Table 2 :
Reliability Statistics

Table 5 :
Regression Model II, F-test