QUALITY IN TOURISM AND DEMAND FROM PEOPLE WITH REDUCED CAPABILITIES.

- This improvement in the operations implies the need to establish and to develop standards of quality in different levels, in addition to those related to the user's capacities, and oriented to meet national or international norms. (2) Once the concept has been interpreted we must interpret how important it is for the demand. We must consider from the client's point of view, that the present competitiveness in all the fields of the activity, the difference between a company and another one is the quality in services next to the price, being the first variable the one that often determines the election of a provider or a destination and that this variable acquires greater importance to persons with restricted capacities.

We can also say, that quality is a subjective variable that is always present in the necessities of the individual during free time and has a different meaning according to the demanding segment to which the visitor belongs (young people, family group with small or adolescent children, third age or disabled people for example, have an interpretation very different according to their reality from this variable of the tourist activity).

From the management side, excellence in the service stems of not considering the set like "a client" but as subdivided in so many clients as demanding segments, each of them with common (right price, quickness and quality in services, security, respect, trustworthiness) and different needs (the characteristics of the behaviour, the conducts of each segment and its capacities). This concept acquires greater importance in the case of the PCR, and this is why services providers qualifying and training is a fundamental axis that will allow to diminish or to eliminate those physical, functional and social barriers that marginalize a significant group of the society.

CONCLUSION
Synthesizing the exposed concepts, we can say that quality must be understood as the dedication of a company to optimize attention favouring a greater efficiency in providing services in order to obtain the client's satisfaction and that quality becomes then a competitive advantage fundamental to become different in the market, like thus also extending the chances of increasing the amount of visitors and gain loyalty from the present demand. Aiming to achieve customer's satisfaction must be in continuous development and growth from services providers until 100% of demand satisfaction is obtained. Degree of satisfaction should be assessed by them and not by providers, since we must say that, considering the present situation of competitiveness among destinations and companies, quality is measured by the customer, something that forces to develop strategies that would allow to make a difference and can be synthesized in the following:

1 To anticipate to which the client is going to need.
2 To give them a little more to gain their loyalty.
3 To measure constantly their satisfaction
4 To qualify the staff supplying services.

This process must be understood as a continuous process on the part of the company supplying services to improve requirements of the customers at all levels in efficient and effective ways, since, to our understanding, services must be considered like a phenomenon of references by the demanding sector.

Systems of management of quality in companies and destinations must have as an objective developing the concept of quality from an integral perspective, through the relation between the demand, the services suppliers and the tourist products of the destination. Producing quality indicators in companies and destinations is very important.

A basic indicator of quality is an educative strategy concerning the human group related to tourism and leisure activities that would allow to promote total integration of people with restricted capacities during free time. This objective stems from the interrelation of the following variables:

- That a real chance to offer an improvement of a service is the permanent qualification of those persons related to that service.
- the lack of qualification becomes more evident in the operative personnel who is in contact with people with restricted capacities.
- the so looked for excellence in quality is only possible when problems are identified and is related to the set of variables in each activity.
For all that has been mentioned above, services suppliers must be trained and qualified on good attitude and accessibility to the physical environment in order to enhance integration of people with restricted capacities - PRC- during their free time of tourism and leisure.

It is required a collective conscience and awareness that will allow to live a life without barriers to all those that have a handicap with the environment- from the child to the old one, permanent or transitory- in order to improve the quality of life of this visitor while in a tourist or recreational destination, with a vision which allows a social, physical and functional integration in each one of the activities that the individual makes during his free time.

Luis Grünewald. Fundación Turismo para Todos
Info@turismoparatodos.org.ar

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