The Effect of Tour Guide's Nonverbal Communication and Work Performance on Service Quality

Abstract

Objectives: Group tour accompanies tour guide during the trip to provide the tourists with various services. This research, aimed by comprehending the influence of tourists' perception on tour guide's service on service quality, and the importance of tour guide's service provision method. Methods/Statistical Analysis: To achieve the purpose of this research, the researcher conducted an actual investigation by using questionnaires. During the one month, October, 2015, the researcher distributed 250 questionnaires targeting male and female adults who had the experience of using travel product accompanied by tour guide within 1 month from the survey point of time, and utilized 212 valid questionnaires for analysis. Actual investigation was conducted through self recording type by utilizing convenience sampling method; statistical package was conducted with frequency analysis, reliability analysis, factor analysis, correlation analysis, and regression analysis by using SPSS 18.0 program. Hypothesis testing result through statistical analysis is as follows. Application/Improvements: As a result of analysis, the two variables had significant influence on the service quality, and paralanguage had a greater influence on evaluation of the service quality compared to kinesics. For work performance, the travel responsibility had a greater influence compared to the travel explanation.