Effects of Language Usage in Tourist Destination Explanations: Case of Audio Guide Tour

Abstract

Purpose: This paper is planned to examine the relationship between tourist guide communication skills such as language ability, body language and personal appearance and tourist satisfaction. One of the basic aims of research is to outlook that how destination image mediates tourist satisfaction in the heritage tourism audio guide in Thailand. Design/methodology/approach: This study is advanced by adopting quantitative survey consisting of a self-administrative questionnaire. For research model verification structural equation model on AMOS is used to analyses data collected from a sample of 454 to investigate the link between communication skills and tourist’s satisfaction. Findings: The SEM’s statistical results revealed the positive relationship between language ability, body language, personal appearance and tourist satisfaction. Effective communication skills increase destination image that also rise tourist satisfaction. So mediating variable of destination image is also significantly related to tourist’s level of satisfaction. Implications: This paper contribute in tourism and communication literature by studying the role of communication skills in tourism. Moreover, by linking communication skills with destination image and its impact on tourist’s satisfaction it enhances tourist spot and heritage destinations staff understanding towards importance of communication skills in satisfying tourists. Manager of tourism destination can provide training to improve communication skills of their employees.