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Satisfaction with Local Tour Guides in Hong Kong

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This is an exploratory study about international tourists' perceived satisfaction with the overall service provided by local tour guides in Hong Kong. The results indicate that, overall, respondents from this sample indicated positive satisfaction. Three “satisfying” and five “unsatisfying” dimensions relating to the service provided by local tour guides in Hong Kong emerged. This survey also brings out areas of impact, according to certain demographic variables, on the overall perceived satisfaction with local tour guides in Hong Kong. Differences in age, educational level, annual household income levels, country of residence, and purpose of visit were statistically significant. Further research is needed into how tour products should be designed, and the training of tour guides, in order to meet the needs and challenges of different market segments, as well as the fast-changing environment.

Keywords: Cultural differences; Service quality; Tour guiding; Visitor satisfaction

Document Type: Research Article

Affiliations: Department of Hotel & Tourism Management, Hong Kong Polytechnic University, Hong Kong

Publication date: December 1, 2000

More about this publication?
  • Pacific Tourism Review is designed to meet the needs of the fastest growing tourism region. The tremendous changes in outbound and inbound travel patterns occurring in the wider Pacific area and their associated effects on the economy and environment demand a publication that specifically focuses on this area. Pacific Tourism Review aspires to advance excellence in tourism research, promote high-level tourism education, and nourish cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in Pacific tourism are served by documenting industry practices, discussing tourism policy and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changes in tourism patterns throughout the Pacific region.

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