문화관광해설사의 커뮤니케이션 특성이 라포형성 및 관계의 질에 미치는 영향

Abstract

The purpose of this study is the communication characteristics of cultural tourism commentators, verbal communication and non-verbal communication (body language, spatial language, physical appearance) were used to examine the influence relationship on the quality of the relationship between cultural tourism commentators and customers, which is a pleasant interaction. For this purpose, the self-report method was conducted for tourists who experienced cultural tourism sites in Busan. As a result of the verification, first, it was found that the communication characteristics (linguistic communication, body language, spatial language) of cultural tourism interpreters had a positive (+) effect on the formation of rapport with customers. Second, rapport formation was found to have a significant positive (+) effect on the quality of relationship with customers. Third, rapport formation was found to have a partial mediating effect in the influence of cultural tourism interpreters