European Silk Road Tourists' and Their Tour Guides' Perceptions of Product and Service Quality

Abstract

The development potential of the China Silk Road tour has been recognised by international organisations. In a preliminary survey product and service quality perceptions of 78 European Silk Road tourists and of 20 guides were assessed. The tourists were quite critical of food served outside their hotels, the interest created by the attractions, the friendliness of locals and the price and quality of souvenirs. In nearly all these aspects tour guides' assessment differed substantially from their clients'. These results indicate a need for product and service quality improvements, including tour guides' training, to realise the undoubted potential of China Silk Road tours.     

A conceptual model of adventure tour guide well-being

Tour guides play a critical role in influencing visitor experiences and organisational success. The experiences of tour guides themselves however are less understood, particularly with regards to how these experiences impact on guides' well-being. Adventure tour guiding unfolds in a unique context reported to involve both high levels of emotional labour and job satisfaction. This study explored key factors that determine adventure guides' psychological well-being in this unique work context. In-depth qualitative interviews with air, land, and water-based guides identified primary, secondary, and tertiary psychological well-being determinants. Based on these findings, a conceptual model of adventure guide well-being is proposed to inform future research and practices for fostering guide well-being.     

The sanitization of colonial history: authenticity,heritage interpretation and the case of Macau's tour guides

Macau was founded by the Portuguese in the mid-sixteenth century. The centuries of colonial rule that preceded its recent return to China gave it a distinctive character unique in China. The tangible and intangible imprint of the colonial history of Macau is central to its attractiveness as a cultural tourism destination. A literature review reveals worldwide examples of the manipulation of history for both political and tourism purposes. This research uses in-depth thematic interviews with 14 local tour guides to show how Macau's colonial heritage is presented and interpreted to tourist groups by the local tour guides, as regards both what they are shown and what they are told. It is found that the guides adjust their interpretation to the geographical origin of the tourists in a significant way; in particular, they tend to almost totally eschew any reference to its colonial history when addressing a Chinese audience, in contrast to the interpretation presented to non-Chinese visitors. The use of Hall's three-fold interpretative message framework (dominant – hegemonic/negotiated/oppositional) is discussed, as is Langer's concept of mindless and mindful tourists. Some consequences for the sustainability of heritage tourism in Macau are also explored.     

Social mediation in remote developing world tourism locations – the significance of social ties between local guides and host communities in sustainable tourism development

This article discusses the role of the local, or regional, guide as a social mediator between a host society and tourists, as a means of sustainable tourism development in developing world locations. The debate illustrates how previous studies have neglected this social aspect of mediation by tourist guides and partly absorbed it into the concept of cultural mediation. Empirical illustrations are offered from the context of small tourist group visitations to local villages in rural areas of Madagascar, where collective social norms still play an important role. A qualitative approach based on personal interviews with guides and on field trip experience and observation is employed. Empirical findings indicate that the inclination of the host society to welcome accompanied tourists is facilitated by the capacity of local guides to develop relatively strong social ties with the host society. It is suggested that the increased use of local guides with good social relationships with the local communities as against the mere employment of non-local accompanying guides working for centrally located tour operators can enrich the mutual experience quality in the encounter between visitors and hosts and support local sustainable development by enhanced local involvement. Implications for sustainable tourism practice are discussed.     

Intensive tour guide training in regional Australia: an analysis of the Savannah Guides organisation and professional development schools

A number of authors believe that tour guide training may hold a key to passing on the concept of sustainable tourism to tourists. Savannah Guides Limited (SGL) is an organisation for tour guides interpreting and protecting the tropical savannahs of northern Australia. This paper examines the provision of intensive professional development schools, which the SGL organisation provides, to raise standards of professionalism for nature-based tour guides in remote regions. Its framework is based on Schein's three levels of organisational culture model, and Black and Ham's 10-element performance-based tour guide certification programme. Active participant observation of the development school process and a self-administered questionnaire to SGL members were used to understand the organisation's success. The main motivations for tour guiding are explored, as are the ways in which tour guides acquire knowledge. It is suggested that the provision of professional development schools in nature-based tourism regions benefits the guide and the tour guiding industry, and contributes to the protection of the natural environment. It is proposed that the SGL training model of professional development schools and certification be adopted by tour guiding organisations in other regional destinations as a way of nurturing and advancing quality tour guiding and professionalism.     

The Relationships Between Emotional Intelligence,Job Stress,and Quality of Life Among Tour Guides

Considerable evidence supports the notion that higher job stress is associated with lower quality of life (QOL), which is an increasingly common indicator to assess an individual's general health status, mental health and well-being. Those with higher emotional intelligence (EI) levels are more aware of their emotions and have more effective coping strategies to deal with stress-related emotions, all of which lead to higher levels of well-being. The purpose of this study is, therefore, to explore the relationships between EI, job stress and QOL among tour guides, who significantly influence tourists' impressions of a destination. The obtained results indicated that EI was inversely correlated with occupational stress and positively associated with QOL, and a negative link was seen between job stress and QOL. In practice, the results can provide information for developing interventions to enhance tour guides' competencies of EI and stress management, which result in higher levels of QOL.     

Ecotourism and conservation: factors influencing effective conservation messages

Environmental education and interpretation have largely focused on individual mechanisms (e.g. cognitive processes) leading to intention and behavioural change. Less has been said about the role of the situation and communication processes between tour guides and tourists in ecotourism experiences. This paper examines the role of interpreters and individuals as jointly influencing the effectiveness of communicating conservation messages. A survey of over 1500 visitors was undertaken to ascertain the factors crucial to whether visitors received a conservation message in an ecotourism setting. The results indicate a three-tier effect: individual characteristics, specifically respondent's age, were initially important. The second tier represents the impact of conservation-related information from the tour guide/interpreter. This information acts as a stimulus to the third and most crucial tier of influence – visitor empowerment. The tertiary stage comprises a two-way communication process that influences a positive conservation message. The process involves the interpreter suggesting positive conservation action that translates into what we term “a locus of responsibility” for the visitor and subsequent higher levels of satisfaction. All of these drive effective communication of conservation message comprehension.     

Micro-foundations of absorptive capacity in platform economy-based tour guiding companies

This study investigates individual absorptive capacity (ACAP) in a platform economy-based tour guiding company. In such companies, guides are not employees but work as freelancers that sell their services to the company. The study's objective is to explore the knowledge-sharing dynamics between lower company management, who depend on the guides' knowledge for product development, and guides, who need incentives to share their knowledge with a company that they work with, rather than for. Methodologically, the study is based on data collected through embeddedness in a relevant case company, consisting of in-depth interviews, as well as participant and direct observation. The study characterizes central ACAP processes in the study context, pointing to five specific categories of micro-foundations that drive or hinder these processes: experience and knowledge, intrinsic and extrinsic motivation, (meta-)routines, social integration mechanisms and leadership. Finally, recommendations are provided on how to improve ACAP processes in these types of companies.     

Selling Strategies and Shopping Behavior—An Example of Taiwanese Guided Package Tourists to Mainland China Destinations

China has become the most visited destination in the world for international tourists. The number of Taiwanese tourists going to China on guided tours has increased; “shopping” and “optional tours” are the two most controversial consumption experiences for them due to price competition. This study aims to investigate the Taiwanese guided package tourists’ shopping intentions and behavior when traveling in China and also to examine how their shopping behaviors are influenced by sales representatives, local tour guides, and other tour participants. This study found that benefits sought, perceived sympathy, and social acceptance are often used by service providers to persuade tour participants to buy. It is expected that the study can contribute to tourism industry theory, and help the travel industry to improve the quality of guided package tours to China.     

导游实践中的跨文化交流

导游员是旅游业的灵魂,在旅游产品转化为旅游消费的过程起着至关重要的作用。由于游客来源与背景等文化差异,这一转化过程受到不同文化因素的制约,而跨文化交流意识的养成与跨文化交流技巧的运用是使这一转化顺利实现必不可少的一种手段。在导游实践中,合理运用跨文化交流知识与技巧,将有助于实现旅游产业的最优化,促进和谐的导游与游客的关系。     

The Impact of Tour Guides’ Physical Attractiveness,Sense of Humor,and Seniority on Guide Attention and Efficiency

In this study, we investigated whether tourists view attractive tour guides as more competent, humorous tour guides as more approachable, and experienced tour guides as more professional, and whether these three factors influence the effectiveness of tour guide interpretation. The results indicated that physical attractiveness and humor had additive effects on interpretation effectiveness when combined. Although some tour guides were not physically attractive, experience provided an additive effect on interpretation effectiveness. Thus, we recommend discarding stereotypes regarding physical attractiveness and improving education and training in humor for tour guides. Experienced tour guides wearing appropriate attire also increases interpretation effectiveness.     

Testing a model of effective interpretation to boost the heritage tourism experience: a case study in Macao

While the impact of tour guides’ interpretation on tourism experience is well acknowledged, little research has been conducted on the production of effective interpretation by tour guides. In this study, effective interpretation is defined as producing a positive outcome on tourists’ knowledge and understanding of the visited heritage site, feelings and emotion, satisfaction and likelihood of visiting other relevant nearby heritage sites. Based on a literature review, a conceptual model of effective interpretation consisting of four propositions was formulated and examined by empirical on-site research in the World Cultural Heritage Site in Macau. The empirical findings support the four propositions and the applicability of the model for effective interpretation in Macao. The research was conducted in two phases: on-site guide evaluation and a linked tourist survey. The target market was mainland Chinese visitors. The results revealed the influence of four factors on effective interpretation, namely, heritage and tourist information knowledge, service attitude, communication competence and emotional intelligence. Special attention is given to the use of humor, provocation and emotional sensitivity. Future research should further investigate tourists’ emotion management and the applicability of this model to other tour guides’ heritage interpretation, at different types of site and in different regions.     

A Confucian Analysis of Chinese Tourists’ Motivations

Studies to date of Chinese tourists as new consumers in the travel marketplace have been largely framed in the context of Western theories. This study initiates a qualitative inquiry to develop a conceptual framework for understanding Chinese tourists’ motivations. The study is informed by Confucian doctrines and extant motivation theories, and substantiated by empirical findings from 79 in-depth interviews. Seen from the perspective of Confucianism, the framework illustrates that the motivations of Chinese tourists arise as a result of the gaps between the Way (the ideal end-state) and ways (the actual state). Tourism is a functional means to bridging multiple gaps perceived in inner as well as outer cultivation. Four conceptual themes are examined as propositions from the framework.     

When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations

The booming Chinese outbound tourism has attracted worldwide attention. This study attempts to examine Chinese tourists’ expectations of outbound travel products. A series of focus groups were conducted in eleven cities in China and various issues, concerns, and problems were identified related to Chinese outbound tourists’ expectations of accommodations, food and restaurants, tour guides and itineraries, entertainment and activities, and transportation. The focus group results showed that, while Chinese outbound tourists share many of the same fundamental needs and desires of all tourists, this group has particular expectations in terms of amenities and service standards. Understanding these expectations may help Western service providers better serve this market.     

Visitor perceptions of the role of tour guides in natural areas

This paper explores the potential of tour guides to contribute to the protection of natural areas by educating their customers through interpretation and modeling environmentally appropriate behaviors. Applying Cohen's (1985) model of the guides' role, modified by Weiler and Davis (1993) Weiler, B. and Davis, D. 1993. An exploratory investigation into the roles of the nature-based tour leader. Tourism Management, 14(2): 91–98. [Crossref] , [Google Scholar], as a framework, it examines the potential role that kayak tour guides can play in shaping the experience of visitors to one marine area, the Pacific Rim National Park. It uses two approaches to explore the perceptions of clients about the role of kayak guides using: (1) a pre- and post-trip questionnaire and (2) participant observation. Results indicate that five of the six roles were rated high in importance, but one role, the communication role, was not as important. Comparing performance with importance attached to each role revealed congruence with five roles, but lower levels of performance in relation to importance with the role of “motivator of responsible behavior”. Variability within all of the importance and performance measures suggest that for some individuals, performance did not match importance, highlighting the need to consider market segmentation in future studies. These findings are discussed within the ecotourism paradigm, and their implications for protected area management and for visitor behavior modification are considered.     

Temporal manifestations of nostalgia: Le Tour de France

Nostalgia in sport tourism is increasingly understood as multifaceted. Early conceptualizations of nostalgia may be inadequate in explaining contemporary sport tourism. Utilising an organized tour of the 2011 Tour de France, a hybrid experience combining active cycling with passive spectating, interviews were conducted with 13 tour participants and two tour guides. A grounded theory model reflecting multiple dimensions of nostalgia across three trip phases is proposed. Pre-trip, nostalgia inspired participation. During the trip participants viewed and acted upon desires to engage with preconceived nostalgic images by cycling iconic mountains. Mementos and experiences were collected to facilitate future memories and aid nostalgic recollections post-trip. The study demonstrates how sport tourists adopt multiple, reflexive roles to enrich nostalgic value throughout a trip.     

Bringing the past to life: Co-creating tourism experiences in historic house tourist attractions

This ethnographic study concentrates on the co-creation of experiential value between the tourist and tour guide in a single historic tourism site; Huntingdon Castle, Ireland. Built upon the principles of service dominant logic, the research explores how storytelling acts as an engagement platform and value enhancing strategic resource. In doing so, it impels the value co-creation journey and shapes the tourist's experience. Observation is coupled with qualitative interviews to capture the dual perspective of both guides and tourists. Findings exhibit the co-creation process through the performance of stories; how and when people derive pleasure (value); the influencing aspects of the environment or place; and guide/tourist perspectives on how they feel and think during the experience. The research contributes by taking a practical operational view of how co-creation occurs. It goes beyond the guide's perspective and exhibits the importance of co-creation of lived experience in the story enhanced tourism experience framework.     

Island of Peace or Island of War: Tourist Guiding

The role of tour guides in conveying information, offering explanations, and developing narratives has become a contemporary research theme. The guide is introduced as a translator of the culture, who has the crucial task of selecting, glossing, and interpreting sights. The study will examine how the Island of Peace—a border site between former adversaries, Israel and Jordan, is introduced to Israeli tourists by Israeli guides and what messages the guides deliver to their captive audience. Based on participant observation of the guided tours in the site the article will show that the guides’ narratives and messages in many cases do not portray the site as a site of peace (as its name suggests), but mostly as a site with a past of tension and conflict.     

参团游客对旅行社服务质量的期望与感知实绩研究

关于参团游客对旅行社服务质量的预期和感知实绩的研究是改进旅行社服务质量,提高游客满意度的理论依据.本研究通过紧急事件访谈与问卷调查的方法,对参团游客对旅行社服务质量的期望与实际感知进行了研究,并利用IPA方法进行了分析探讨.结论认为,参团游客对旅行社服务质量主要关注产品服务质量、营业点服务质量、导游服务质量和营销服务质量,其中产品设计质量尤为重要;但游客的总体感知实绩并不理想,12个要素均需进一步改进,其中导游导购服务、产品种类多样化、价格公道和导游讲解水平是目前我国旅行社服务质量改进的关键因素,这一结论对旅行社服务质量改进具有现实意义.