투어가이드의 역량이 관광자 만족 및 행동의도에 미치는 영향

A Study of Influence of Tour Guide's Capability on Tourist Satisfaction and Behavioral Intentions: Focused on Chinese Package Tourists visiting Korea

This study is to find the influence of tour guide's capability on the Chinese tourists’ satisfaction of the tour guide and the package tour. The tour guide’s capability includes the cross-cultural understanding capability, customer-oriented capability and the responsiveness. Tour guides are not just responsible for guiding tourists and planing the package schedules but they are the ambassadors, cultural mediators, and cultural commentators. In order to satisfy different tourists' various demands, it is crucial to improve tour guides' capability. The findings of the study show that among the three-capability factors of the tour guide, the cross-cultural understanding capability has the most significant influences on the satisfaction of tourists. The implication of this result is important not only for the tour guides but also the policy makers and travel agents when training and educating the tour guides.