Wondirad, Amare and Teshome, Endalkachew and Melash, Abebe (2021) Examining Tour Guides’ Service Quality in the World Heritage Sites of Gondar City, Northwest, Ethiopia. World Journal of Entrepreneurship, Management and Sustainable Development, 18 . pp. 211-232. ISSN 2042-5961
Preview |
PDF
Download (5MB) | Preview |
Abstract
PURPOSE: The study intends to investigate tour guides’ service quality in the World Heritage sites of Gondar City, using
Weiler and Black’s (2015) four domains of service quality assessment tool.
DESIGN/METHODOLOGY/APPROACH: This research adopts a cross-sectional descriptive study design and employs
a quantitative research approach with a systematic sampling technique to address its objectives.
FINDINGS: Based on the four tour services quality domains of Weiler and Black (2015), Gondar City’s tour guides provide
a relatively good quality of service. Among these four domains, mediating physical access and mediating encounters were
properly delivered through enhanced interactions of tourists with local communities. Moreover, in the domain of mediating
understanding, tour guides deliver consistent service and information for all visitors in line with the pre-planned tour
package. However, the study reveals limitations of engaging visitors to co-create service experience.
RESEARCH LIMITATIONS/IMPLICATIONS: This study has some shortcomings. The research would result in more
robust findings had it adopted a mixed-method research approach. Another limitation is related to the lack of methodological
sophistication for the quantitative data. However, that was done intentionally since we aim to provide research beneficiaries
with a straightforward and much simpler analysis for a better understanding.
PRACTICAL IMPLICATIONS: The research findings offer crucial practical implications to the tour guides of Gondar City
and Gondar City Administration Culture and Tourism Office in terms of enhancing the skills and professionalism of guides
so that they execute their job efficiently and thereby satisfy tourists. Moreover, as the study specifically points out gaps and weaknesses of tour guides, it implies essential information for other stakeholders to take action.
ORIGINALITY/VALUE: Despite Gondar City’s rich accounts of history, culture and heritage with a promising tourism
sector, thus far the tour guides have not been given adequate attention. This is a pioneering study in this respect that suggests crucial and timely implications.
| Item Type: | Journal Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | School of Business and Management (SBM) |
| Depositing User: | Amare Wondirad |
| Date Deposited: | 07 Jun 2022 00:27 |
| Last Modified: | 07 Jun 2022 00:27 |
| URI: | https://repository.usp.ac.fj/id/eprint/13437 |
Actions (login required)
 |
View Item |