Tour Guiding Research: Insights, Issues and Implications PDF
Preview Tour Guiding Research: Insights, Issues and Implications
Tour Guiding Research ASPECTS OF TOURISM Series Editors: Chris Cooper (Oxford Brookes University, UK), C. Michael Hall (University of Canterbury, New Zealand) and Dallen J. Timothy (Arizona State University, USA) Aspects of Tourism is an innovative, multifaceted series, which comprises authoritative reference handbooks on global tourism regions, research volumes, texts and monographs. It is designed to provide readers with the latest thinking on tourism worldwide and push back the frontiers of tourism knowledge. The volumes are authoritative, readable and user- friendly, providing accessible sources for further research. Books in the series are commissioned to probe the relationship between tourism and cognate subject areas such as strategy, development, retailing, sport and environmental studies. Full details of all the books in this series and of all our other publications can be found on http://www.channelviewpublications.com, or by writing to Channel View Publications, St Nicholas House, 31-34 High Street, Bristol BS1 2AW, UK. ASPECTS OF TOURISM: 62 Tour Guiding Research Insights, Issues and Implications Betty Weiler and Rosemary Black CHANNEL VIEW PUBLICATIONS Bristol • Buffalo • Toronto Library of Congress Cataloging in Publication Data A catalog record for this book is available from the Library of Congress. Weiler, B. (Betty) Tour Guiding Research: Insights, Issues and Implications/Betty Weiler and Rosemary Black. Aspects of Tourism: 62 Includes bibliographical references and index. 1. Tours guides (Persons)—Research. 2. Tourism—Research. I. Black, Rosemary, 1955-II. Title. G154.7.W45 2015 910–dc23 2014018930 British Library Cataloguing in Publication Data A catalogue entry for this book is available from the British Library. ISBN-13: 978-1-84541-468-9 (hbk) ISBN-13: 978-1-84541-467-2 (pbk) Channel View Publications UK: St Nicholas House, 31-34 High Street, Bristol BS1 2AW, UK. USA: UTP, 2250 Military Road, Tonawanda, NY 14150, USA. Canada: UTP, 5201 Dufferin Street, North York, Ontario M3H 5T8, Canada. Website: www.channelviewpublications.com Twitter: Channel_View Facebook: https://www.facebook.com/channelviewpublications Blog: www.channelviewpublications.wordpress.com Copyright © 2015 Betty Weiler and Rosemary Black. All rights reserved. No part of this work may be reproduced in any form or by any means without permission in writing from the publisher. The policy of Multilingual Matters/Channel View Publications is to use papers that are natural, renewable and recyclable products, made from wood grown in sustainable forests. In the manufacturing process of our books, and to further support our policy, preference is given to printers that have FSC and PEFC Chain of Custody certification. The FSC and/or PEFC logos will appear on those books where full certification has been granted to the printer concerned. Typeset by Deanta Global Publishing Services Limited. Printed and bound in Great Britain by Short Run Press Ltd. Contents Tables and Figures xi Acknowledgements xiii 1 The Historical and Political Context and Scope of Tour Guiding Research 1 Introduction to and Aim of the Book 1 Overview of Tour Guiding Research and Scholarship 4 Methods for researching, delimiting and writing about tour guides and guiding 4 In what outlets is research being published? 5 Who is undertaking tour guiding research? 7 Tourism genre 8 Study location 9 Study method 10 The Context of Tour Guiding 10 History and evolution of guided tours 11 The social, cultural and political context and nature of tour g uiding 13 Language and Terminology Used in This Book 17 Overview of the Book 19 2 The Multiple and Complex Roles of the Tour Guide 21 Frameworks that Capture the Multiple Roles of a Guide 22 Roles Played by Tour Guides in Developing Countries 28 Roles Played by Tour Guides in Developed Countries 29 Other Specialist Roles Played by Guides in Both Developing and Developed Countries 30 v vi Contents The Mediating Role of the Guide 32 Domain 1: Mediating/brokering physical access 35 Domain 2: Mediating/brokering encounters 36 Domain 3: Mediating/brokering understanding 36 Domain 4: Mediating/brokering empathy 38 The Sociopolitical and Cultural Roles of a Guide 38 Implications for Research 40 Implications for Tour Guiding Practice 41 Chapter Summary 42 Key references 43 3 Tour Guides as Interpreters, Storytellers and Intercultural Communicators 45 Defining and Measuring the Communication Competence of Tour Guides 45 Defining Interpretation and Interpretive Guiding 48 A Chronological Perspective on Interpretive Tour Guiding 51 The Application of Principles of Interpretation to Tour Guiding 55 The application of interpretation principles to guiding Chinese diaspora visitors 60 Guiding Tours Through Drama, Storytelling and Narrative 61 Defining and Measuring the Intercultural Communication Competence of Tour Guides 64 Implications for Research 66 Implications for Tour Guiding Practice 67 Chapter Summary 68 Key references 69 4 The Contributions of Tour Guiding to Sustainability 71 Defining Sustainability in the Context of Tourism and Tour Guiding 71 The Dimensions of Tour Guiding’s Contribution to Sustainability 75 Evidence of Sustainability Outcomes from Tour Guiding 76 Contents vii Dimension 1: Enhancing understanding and valuing 77 Dimension 2: Influencing and monitoring behaviour 80 Dimension 3: Fostering post-visit attitudes and behaviours 83 Inputs or Antecedents: How Tour Guiding Contributes to Sustainability 85 Implications for Research 87 Implications for Tour Guiding Practice 88 Chapter Summary 89 Key references 90 5 Visitor Expectations of and Satisfaction with Tour Guides and Guiding Services 92 Service Quality, Service Performance and Satisfaction and Their Application to Tourism 93 An Overview of Research on Tour Guide Performance and Visitor Satisfaction 95 Visitor Satisfaction with Guided Versus Non-guided Experiences 96 The Influence of Tour Guide Performance on Visitor Satisfaction: Early Studies 98 The Influence of Tour Guide Performance on Visitor Satisfaction: Recent Studies 100 The Influence of Tour Guide Performance on Specific Visitor Behaviours 105 Tour Guide Performance and Visitor Satisfaction in Nature-based Tourism 107 Implications for Research 109 Implications for Tour Guiding Practice 112 Chapter Summary 113 Key references 115 6 Improving Tour Guide Performance Through Training and Education 116 Lack of, and Barriers to, Training and the Consequences of Inadequate Training 117 The Desire for Training and the Advantages and Disadvantages of Training and Education as a Quality Assurance Mechanism 119 viii Contents Tour Guide Training Models and Approaches 120 Tour guide training approaches in developed countries 121 Tour guide training approaches in developing countries 124 Sustainability and Guide Training 127 The Identification of Content and the Development of Materials for Tour Guide Training Programmes 128 Evaluation of Tour Guide Training 130 Implications for Research 132 Implications for Tour Guiding Practice 133 Chapter Summary 134 Key references 136 7 Conceptualising and Fostering Quality in Tour Guiding 137 Tour Guide Professionalism and Professionalisation 137 Tour Guide Quality Assurance Mechanisms 140 Mechanisms that have the Capacity to Improve Tour Guide Performance and Standards 141 Professional associations 142 Professional certification 144 Licensing 148 Codes of conduct 150 Individual awards of excellence 152 Implications for Research 154 Implications for Tour Guiding Practice 156 Chapter Summary 156 Key references 157 8 Implications and Future Directions for Tour Guiding Research and Practice 159 Research to Date: Highlights and Implications for Tour Guiding Practice 159 Trends Affecting the Future of Guiding 166 Research Needs, Gaps and New Directions 169 A global perspective on gaps in tour guiding research 169 Contents ix A thematic look at tour guiding research gaps 172 Emerging themes in tour guiding research 174 Conclusion 177 Appendix: Highlights from a Selection of Tour Guide Associations 179 References 185 Index 200
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