RATER Analysis of Tourism



The well-known concept of five-quality dimension RATER, we hereby relate them to 7’s of Travel and Tourism. So what do we mean by 7’s Travel and Tourism Industry and what is its significance in relation to RATER.


1) RELIABILITY – Suchna – Information

The way and the kind of information, which is provided, by any Travel and Tourism organization to its customers is the parameter of judging the Reliability of that organization. Why do we make such a statement? To explain that let us take an example of Travel agency. The various services provided by agency includes Planning Itinerates, Ticketing, Working out travel routes , Providing information  on Destinations ,Arranging visas, Making stay reservations. Here information plays a very dynamic role. Let us assume that the customer comes for booking a ticket. It is very important on the part of the service provider (travel agency) to give accurate information on all types of flight available, their fairs, and new schemes going on which would in turn help customers to choose most suitable product for their traveling. Such repeated and accurate information creates of a reliable organization. I.e. in future the customer would trust the organization for any information.


2) ASSURANCE – Suraksha – Safety

It is one of the prime factors considered when talking about this sector. A safe travel is the top priority of any traveler. Thus it is very important for Travel and Tourism organization to consider the safety of the tour package. The safe travel will in turn ensure the customers traveler.


3) TANGIBLES – Swagat – Suvidha – Safai.

These are the backstage elements, which help in a great way for the customers to evaluate the service. When we talk about tangible product in Travel and Tourism the 1st would include


a) Swagat

It means warm welcome. Everyone loves a warm welcome. It really gives a good start to the whole holiday. Thus keeping this tangible factor in mind the tourism agencies for example Thomas cook always keeps in mind the Swagat of their traveler. One good example of such is in this package of Thomas cook from Mumbai to Goa, wherein they give a welcome drink to travelers and provide them with a fruit platter and famous cashew nuts of Goa.

b) Suvidha

It means facility. Today if you talk top any business traveler they want to be pampered silly from flat beds in business class to Wi-Fi in hotels customize the needs. These are the kind of facilities they expect. Thus if a Travel and Tourism organization is able to provide all such demanding facilities then it adds value to its travel products and makes the product hike from standard quality level to superior quality level.

c) Safai

It means cleanliness. Hygiene is also an important factor of a travel package. Clean hotel rooms and lobby create a spik and span impression of the package and add to the quality level.


4) EMPHATY – Sahyog – Cooperation.

A famous quote from Stephen Cowe book goes like this –“Seek to understand and then to understood” is very important. Thus the‘s’ that we relate to empathy is sahyog i.e. co-operation i.e. listen to the customers understand them and co-operate with them to come down to a solution this factor creates a very positive impression in the minds of the customers and helps the service to get a tag of its excellent service quality.


5) RESPONSIVENESS-Sanrachna – Information.

This is the last element in the concept of RATER. It is related to the last‘s’ i.e. Sanrachna which means infrastructure. Why do we relate4 infrastructure to responsiveness is because how flexible is the infrastructure of Travel and Tourism organization affects the service responsiveness. For example if you plan and book a Qualis car to travel from place A to place B and if the car breaks down then how fast can you respond by replacing it with a new car shows the flexibility of the infrastructure  i.e. the no of cars.

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