Tour Guides and Destination Image: Evidence From Portugal

Abstract

Tourist guides as front-line professionals, information-givers, and interpreters act as destination representatives and "ambassadors" in the eyes of tourists (Rabotić, 2010). This paper, using an empirical analysis of coach tour foreign tourists travelling in Portugal, intends to determine how tourist destination image (TDI) is modified and enhanced through the influence of tourist guide performance and tourist satisfaction with the guided tour. A survey questionnaire of first-time package tour travellers to Portugal revealed a positive change in attitude to image components such as monuments/museums, tourist information, landscape, and gastronomy and wines, confirming that the tourist guide's attributes in communication skills and scholar knowledge (history, art, and popular culture) together with highly rated tourist satisfaction with the guided tour concerning the professional competence of a bus driver were critical in enhancing Portugal destination image. Marketing implications for senior coach tour in Portugal are drawn.

The role of tour guide competency in the cultural tour experience: the case of Cappadocia

“…Furthermore, foreign tourists are dependent on tour guides to maintain a balance in their interactions with the local culture and community (Tsaur & Teng, 2017). The levels of cultural knowledge and communication skills of tour guides play a notable role for tourists desiring to acquire knowledge in the cultural context (Pereira, 2015). In this vein, tour guides render the environment safe for tourists, keep them away from hardship, solve problems, serve as interpreters, arrange transportation means, and act as mediators between tourists and their unfamiliar surroundings (Zhang & Chow, 2004).…”

Design and implementation of tour guide portal for enhancing tourism in Tanzania

“…Further, the tendency of anybody, provided knows the place, can be a TG is a common habit in many developing countries (Melubo & Buzinde, 2016). This habit dilutes the importance of professionalism in tour guiding profession and distorts the image of a tourist destination (Pereira, 2015). With absence of TG baseline information, the problem is magnified.…”

“…Lai (2014) argued that professionalism affects service quality and tourist satisfaction. On top of that, Pereira (2015) adds that tourist satisfaction is intangible and depends on tourists' expectations and the personal judgment of the service. If his perception (judgment) exceeds what he expected, then he will be satisfied; otherwise, he will be dissatisfied.…”

“…If his perception (judgment) exceeds what he expected, then he will be satisfied; otherwise, he will be dissatisfied. The professionalism of a TG as argued by Prakash and Chowdhary (2010) and Pereira (2015) can create or ruin the image of a destination, tour companies and the country. Hence, it is essential for employers of TGs such as tour operators, tourist destinations and travel agencies to make sure that their TGs are professional, motivated and receive enough training for higher tourist satisfaction.…”