The Impact of Listening on Tourist Satisfaction and Trust in Tour Guides

Abstract

Objective: The study was carried out to demonstrate the effect of listening to tourists’ satisfaction and trust in tour guides. Method: A mixed-method approach combining qualitative and quantitative research is employed to test the research hypotheses. The quantitative analysis methods utilized include the reliability test of measurement scales using Cronbach’s alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). Results: The research results have proved that the listening process of the tour guide is systematic, resonating positively in each stage. The result shows that sensing listening beneficially impacts evaluating listening, thereby positively affecting responding listening. Active listening helps enhance visitor satisfaction and trust in tour guides. Conclusions: Research has evaluated the impact of listening on the satisfaction and trust of tourists with tour guides. Several managerial implications are proposed to improve listening skills and increase tourist satisfaction and trust.