A Study on the Relationship between Cultural Tour Guides’ Competencies and Tourist Satisfaction and Loyalty

Abstract

Purpose – The purpose of this study is to establish the following research objectives based on necessity. This paper seeks to create a strategic plan to improve tourist satisfaction and loyalty by analyzing cultural tour guides’ competencies. Design/Methodology/Approach – In order to carry out this study, subjects are tourists that experienced the interpretation service of cultural tour guides in the Gyeongju region. As the result of a survey conducted from September 1st for 2018 around one month, a total of 252 valid samples were analyzed. SPSS 22.0 was used for analysis. Factor analysis, reliability analysis, correlation analysis, and multiple regression analysis were performed. The results of the study are summarized as follows. Findings – First, communication skills and sense of calling among cultural tour guides' competencies have a significant effect on tourist satisfaction. Second, tourist satisfaction was found to affect tourist loyalty. Research Implications – It is concluded that cultural tour guides' competencies have positive influences on tourist satisfaction and loyalty. It will contribute to the management of cultural tourism guides by suggesting that efforts are needed to strengthen the competency of cultural tour guides.