Tour guide performance and tourist satisfaction: A study of the package tours in Shanghai

Songshan Huang, Cathy Hui-chun Hsu, Andrew Chan

Research output: Journal article publicationJournal articleAcademic researchpeer-review

104 Citations (Scopus)

Abstract

This study examines tour guide performance and its relationship with tourist satisfaction in the context of package tours in Shanghai. A multilayer framework of tourist satisfaction in the package tour context is proposed. Tourist satisfaction was conceptualized to include three aspects/layers: satisfaction with guiding service, satisfaction with tour services, and satisfaction with the overall tour experience. Tour guide performance was found to have a significant direct effect on tourist satisfaction with guiding service and an indirect effect on satisfaction with tour services and with tour experience. Satisfaction with guiding service positively affected satisfaction with tour services but showed no direct effect on satisfaction with the overall tour experience. However, indirect effect of satisfaction with guiding service on satisfaction with tour experience mediated by satisfaction with tour services was significant. Implications for tour operators and government agencies are discussed.
Original languageEnglish
Pages (from-to)3-33
Number of pages31
JournalJournal of Hospitality and Tourism Research
Volume34
Issue number1
DOIs
Publication statusPublished - 1 Feb 2010

Keywords

  • Service quality
  • Tour experience
  • Tour guide performance
  • Tour operator
  • Tourist satisfaction

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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