Effects of a Tourist Guide’s Non - verbal Communication Capabilities on the Satisfaction and Behavioral Intention of Tourists: Focusing on Chinese Tourists Visiting Korea

Hyun Eunji

Journal of Tourism Sciences

Abbr : JTS
2016, 40(10), pp.43-59
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Hyun Eunji ¹

¹용인대학교

ABSTRACT

The study attempted to measure non‐verbal communication capabilities of a tourist guide as perceived by Chinese tourists visiting Korea, in order to identify effects of such non‐verbal communication capabilities on the satisfaction of tourists. This satisfaction was shown using an evaluation of tourists’ experiences, tourist guide service and tour products. The study then analyzed effects of tourist satisfaction on their behavioral intention particularly their intentions to recommend and revisit. Using Empirical analysis, it was found that the non‐verbal communication capabilities of a tourist guide such as pseudo language and spatial behavior effected tourist satisfaction as it pertained to the tour product and experience. Tourist satisfaction played an important role in the revisit intention. This is the result of a tourists’ behavioral intention, and the satisfaction of tourists with the tour product. These experiences then had an effect on their recommendation intention. This means the revisit and recommendation intentions were improved if tourists were satisfied with the tour product and experiences and if their expectations and desires were satisfied. This research showed that the non‐verbal communication of a tourism interpretation guide played an important role in the revisit and recommendation intention of tourists.
KEYWORDS

Chinese tourists, Tourist guide, Non-verbal communication, Satisfaction of tourists, Behavioral intention
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