The process's initiation is in the first level where tour operator's mission and objectives are established. That is the principal step to creation and provision of an established quality service.At the second level, tour operator determines customer's expectations. Various customer and staff surveys are applied here on purpose of customer s expectations-based determination of employee education and establishment of activity standards.Tour operator deter-mines technical and functional aspects(service quality standards) of service offering at the third level. Technical quality represents what customer receives (material tools and technologies of service provision), whereas functional quality determines how customer does receive it (the behaviour characteristics of tour operator' s personnel: appearance, attitude, complaisance of contact personnel).