여행목적지 경험에서 안내자의 품질수준이 고객만족에 미치는 영향에 관한 탐색적 연구

The purpose of this study is to explore the implications of the effects of the guide’s service quality at the tourism destination on the travel consumer’s satisfaction within Korea. To achieve this purpose, this study used a survey instrument of structured questionnaires by self-description method, from November to December of 2018, with travel consumers who had travel experiences in Korea during those two months, and developed a relationship with a tour guide at the tourism destination. The respondents are living in Chungbuk Cheongju City and are students of Academy of Continuing Education from C university. The survey was conducted with 400 questionnaires and used 295 (74%) valid samples in frequency analysis, Factor analysis, Reliability analysis, Correlations analysis, and Regression analysis utilizing SPSS V.25 program. The results of this study are as follows. At tourism destination, first, the guide’s professional service quality (i.e., information, knowledge, skill) directly influenced customer satisfaction. Second, the guide’s empathy service quality (i.e., understanding, care, interesting) directly influenced customer satisfaction. Third, the guide’s likeability service quality (i.e., attraction, favorable, good impression, joy) directly influenced customer satisfaction. However, the guide’s service quality (i.e., Reliability, Responsiveness) did not influence customer satisfaction. Implications of this study provide theoretical and insightful contributions and also practical suggestions are discussed.