Estrategia de creación de un sello de calidad: Canarias destino familias

This article is part of more extensive research which has as a final objective the creation and commercialization of a Seal of Quality for tourist destinations. Since the beginning of the 1990´s, the Spanish tourist sector has carried out different initiatives with a common goal – to improve quality. The latest aim of an Integrated Quality System in all the subsectors of the tourist industry is to create seals of quality guarantee which generate a new image of Tourist Quality. This allows the promoting of quality destinations as well as the adapting of these to the tourist´s profile in addition to developing business administrative tools to improve consumer satisfaction. In this context, a seal of quality indicative of specific services which serve to qualify and distinguish the Canary Islands as an adequate family tourist destination has been proposed. The theoretical framework of this work is centered on the strategies of creating seals or labels and their objectives. From the perspective of offer, as common generic objectives, it is worth noting that it is an instrument of protection, promotion, and commercialization. With regards to demand, it is considered an important source of information and meaning for the target customers. From these objectives, the specific performance areas which are covered by the research done refer to: the definition of the seal for the users, the analysis of the recipients, the identification of the advantages of the seal for the users/tourists and for the enterprises/institutions and the drawing-up of the requisites that the establishments and organisms belonging to this seal should meet. To reach these goals secondary sources as well as primary sources have been used from personal surveys carried out on family units. Este artículo forma parte de una investigación más amplia, cuyo objetivo final es la creación y comercialización de un Sello de calidad de un destino turístico. Desde principios de los años 90, el sector turístico español ha venido realizando distintas iniciativas con el objetivo común de mejorar la calidad del mismo. La finalidad última de un Sistema de Calidad Integrado entre todos los subsectores de ámbito turístico es crear sellos de garantía de calidad que generen una nueva imagen de Calidad Turística, permitan una promoción como destino de calidad y su adecuación al perfil del turista, además de desarrollar herramientas de gestión empresarial que mejoren la satisfacción en el consumidor. En este context