The systematic analysis of the quality of tourism services and adoption of the necessary measures are priorities of utmost importance in the current period. In order to improve the quality of products and services, a tourism enterprise needs to know how consumers perceive the quality and what quality they expect to receive from the service provider. In this article, the author describes: the issue of quality management in the tourism industry, the stages of implementation of a quality assurance system in tourism enterprises, the opportunity to use the PRCA process model aimed at implementing the change, the aspects of identification of the quality characteristics, the principles of quality improvement, managerial errors that can occur in quality promotion.