مدیریت کیفیت مقصد توریستی در زمینه رضایت بازدید کنندگان

The specificity of a tourist destination brings the necessity to apply integrated quality management that also includes evaluating the satisfaction of visitors to a destination with the key quality factors. The article deals with the determination of the most important factors which have the highest impact on the total satisfaction of visitors and the relations between the evaluation of particular factors, the overall visitorś satisfaction and their expectations. The data was obtained by means of a primary research enacted in the Czech Republic in the tourist destination of Brno and its surroundings. The method of regression analysis was used. As a result, the factors most influencing the overall visitorś satisfaction were identified; at the same time it was confirmed that the overall satisfaction of visitors is higher than the evaluation of individual quality factors which are influenced by expectations.