Quality. ISO, Models, Loci
Roberto Peretta
UniBg 44111 2014-2015 .:. IT for Tourism Managers
#05 .:. Wednesday, November 26, 2014
Università degli studi di Bergamo. Area didattica di Lingue e Letterature straniere
Progettazione e gestione dei sistemi turistici / Planning and Management of Tourism Systems
Centro Studi per il Turismo e l’Interpretazione del Territorio (CeSTIT)
IfittItaly
Quality. Iso, Models, LociWhat are we talking about, today?
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1. Standards and ISO – again
2. Quality Evaluation
3. Evaluation Models: Simple vs. Robust
4. Quality as a Standard, and Boolean Fields
5. The 7Loci
“Quality is the totality of
characteristics of an entity that
bear on its ability to satisfy
stated and implied needs”
(ISO 8402)
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The academia has contributed to the definition of a tourism website evaluation
model, currently used to assess
whether a tourism website “meets the standard”,
if it should be improved,
which are its weak points,
how these weak points can be overcome,
taking into consideration all the involved actors
(technicians, creatives, content providers, owners, managers, community
managers, tourism operators, users...).
Not by chance, this evaluation model is based on a standard proposed by ISO
(International Organization for Standardization).
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Quality Evaluation
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
We can use any of different evaluation models,
especially if we’re in a hurry…
This is a really simple model...
Let’s try now with a slightly more comprehensive one.
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A Simple Evaluation Model
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
Is this website easy to find out? True/False
Do I like it? True/False
Are pieces of information easy to find? True/False
Is it easy to “navigate”? True/False
Does it offer a newsletter? True/False
Can you send a message to it? True/False
In case, does it answer? True/False
In case, does it answer efficiently? True/False
Can you reserve or buy tourism services? True/False
Is this website privately run? True/False
Is it run by a public office? True/False
Why Boolean fields?
Because you can more easily measure and compare the websites quality.
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A Slightly Stronger Evaluation Model
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
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The ISO Definition
But…Come on! A solid cornerstone is needed: a standard.
Does a quality standard exist?
Yes, it does. Think for instance of ISO quality certifications:
they certify management systems, about the ability to enhance customer
satisfaction in supplier-customer relationships, and controlling production
processes.
Here’s the ISO definition of quality.
“Quality is
the totality of characteristics
of an entity
that bear on its ability to satisfy
stated and implied needs”.
(ISO 8402)
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
Let’s go back to our question about websites quality.
While doing so, we are starting to approach a meta-model proposed by the
University of Trento (Mariangela Franch, Luisa Mich), which your lecturer
strongly recommends.
This meta-model is based on the ISO definition of quality,
and the way in which our brain structures concepts.
(During our introduction, we already borrowed from Donald A. Norman a
definition of conceptual models as the underlying belief structures held by people
about how something works.)
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Approaching Our Meta-Model
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
If we apply the ISO definition
“Quality is the totality of characteristics of an entity that bear on its ability to
satisfy stated and implied needs” (ISO 8402),
to our question about websites quality, we find that
the “entity” is the website;
the “stated and implied needs” are the many different requirements demanded
by all the different website stakeholders (technicians, creatives, content
providers, owners, managers, community managers, users...);
what the evaluation should state is whether the characteristics of the website
“satisfy” the above requirements, or they don’t.
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About Website Quality
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
So the fundamental question is: does a website “satisfy” the relevant
requirements demanded by its stakeholders? Or it does not?
It’s a set of “yes or no” choices – no doubt.
Opinions aren’t relevant, here.
Only “Yes or No” options are.
Judged vs. Measured, True/False, Yes/No Boolean fields.
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Boolean Fields
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
But which are the requirements?
How to find out the requirements?
Is there any model, any methodology, to do so?
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Requirements and Methodology
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The loci, from the classical rhetoric.
QVIS?
QVID?
CVR?
VBI?
QVANDO?
QVOMODO?
QVIBUS AVXILIIS?
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The Method of Loci
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The loci, from the classical rhetoric, vs. the Five Ws, or the basic questions of
English journalism.
QVIS? (Who?)
QVID? (What?)
CVR? (Why?)
VBI? (Where?)
QVANDO? (When?)
QVOMODO? (How?)
QVIBUS AVXILIIS? (By what means?)
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The Method of Loci, and English Journalism
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The 7loci meta-model (formerly 2QCV3Q), based on the classical rhetoric loci
and the Five Ws of English journalism, here with a naming that may be used for
websites.
QVIS? (Who?) Identity
QVID? (What?) Content
CVR? (Why?) Services
VBI? (Where?) Individuation
QVANDO? (When?) Maintenance
QVOMODO? (How?) Usability
QVIBUS AVXILIIS? (By what means?) Feasibility
Let’s go deeper now, and try to apply this meta-model to build a model
to evaluate DMO websites specifically.
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The Method of Loci, and Website Evaluation
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, LociThe 7Loci in color…
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The loci, and website evaluation
1. Who = Identity
2. What = Content
3. Why = Services
4. Where = Individuation
5. When = Management
6. How = Usability
7. By What Means = Feasibility
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The 7loci meta-model (formerly 2QCV3Q) to build an evaluation model
for DMO websites
1. QVIS? (Who?) Identity
Website identity: logo, brand, environment
Brand, logo, layout, image
Different targets?
Destination identity?
Destination storytelling?
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Identity
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The 7loci meta-model (formerly 2QCV3Q) to build an evaluation model
for DMO websites
2. QVID? (What?) Content
Descriptions?
Pictures?
Multimedia?
Downloads?
Quality evaluation of text content
Does the content meet the managers’ needs?
Does the content meet the users’ needs?
Guides? Audio guides? Apps?
Local tourist services?
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Content
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The 7loci meta-model (formerly 2QCV3Q) to build an evaluation model
for DMO websites
3. CVR? (Why?) Services
E-commerce
Security, encryption
Privacy
Copyright, Creative Commons
Proprietary vs. linked content
Do the provided services meet the managers’ needs?
Do the provided services meet the users’ needs?
Cartography
Tourism products to purchase: accommodation, tickets, city cards?
Meteo?
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Services
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The 7loci meta-model (formerly 2QCV3Q) to build an evaluation model
for DMO websites
4. VBI? (Where?) Individuation
Search engines? (positioning: networks among websites)
Communication with users? (e-mail, or personal networks)
Communication among users? (forums, “Web 2.0” – currently, the social
networks, too)
Social networks, web reputation
Communication among tourism operators? (dynamic business networks,
perhaps Intranets, i.e. a Destination Management System)
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Individuation
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The 7loci meta-model (formerly 2QCV3Q) to build an evaluation model
for DMO websites
5. QVANDO? (When?) Management
Is the website regularly updated?
No need to go deeper about this point...
Events? Fairs? Exhibitions? Concerts? Theater?
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Management
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The 7loci meta-model (formerly 2QCV3Q) to build an evaluation model
for DMO websites
6. QVOMODO? (How?) Usability
A navigation menu?
Breadcrumbs?
An internal search engine?
A site map?
Languages?
404 – File not found?
download time, hardware & software compliance
Mobility?
Local Wi-Fi coverage?
Local apps?
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Usability
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014
Quality. Iso, Models, Loci
The 7loci meta-model (formerly 2QCV3Q) to build an evaluation model
for DMO websites
7. QVIBUS AVXILIIS? (By what means?) Feasibility
Resources?
Managers? Responsibilities?
Future developments?
Business models?
Local authorities vs. local operators vs. available resources
We won’t be able to evaluate our chosen websites feasibility…
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Feasibility
UniBg 44111 2013-2014 .:. IT for Tourism Managers .:. Roberto Peretta .:. November 26, 2014