Document Type : Research/Original/Regular Article
Authors
1 Master in Tourism , Allameh Tabataba'i University; Tehran, Iran
2 Associate professor in tourism, Department of Museum and Tourism; Art University of Isfahan
Abstract
Tourist guides play a key role in the satisfaction of tourists in the destinations. The present research has investigated the satisfaction of tourists with the performance of the Isfahan tour guides of Rahian-e Noor. In order to achieve the above goal, a mixed method (quantitative-qualitative) was used. In the first stage, an online questionnaire including Likert scale questions and a number of open-ended questions which components were extracted based on the literature review was designed and distributed to tourists who participated in Rahian-e Noor tours. 384 samples were collected based on Morgan's table and the data were analyzed with the help of the one-sample t-test and thematic analysis. The results of the quantitative analysis of the data illustrated that the level of tourists' satisfaction with the performance of the guides was high and only in the support activities of the local community there are weakness and the satisfaction is low.
Also, the results of data analysis using a qualitative method revealed that in the investigation of the component of managerial power, storytelling and narrative methods , time management, the importance of demographic characteristics of narrators, providing cultural programs in travel and providing services to all age groups should be considered. In addition, the results of the present study demonstrated that participation in Rahian-e Noor tours has increased the fighting skills and personal development of tourists.
Keywords
Main Subjects
)