Museum Tour Guide Performance: A Visitor Perspective

Željko Anđelković, Sanja Kovačić, Marija Bratić, Miroslav D. Vujičić (), Uglješa Stankov, Vanja Pavluković, Aleksandra Dragin, Tatjana Pivac, Anđelija Ivkov Džigurski, Ljubica Ivanović Bibić, Zrinka Zadel and Smiljana Đukičin Vučković
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Željko Anđelković: National Museum Niš, 18000 Niš, Serbia
Sanja Kovačić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Marija Bratić: Department of Geography, Faculty of Science, University of Niš, 18000 Niš, Serbia
Miroslav D. Vujičić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Uglješa Stankov: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Vanja Pavluković: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Aleksandra Dragin: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Tatjana Pivac: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Anđelija Ivkov Džigurski: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Ljubica Ivanović Bibić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Zrinka Zadel: Faculty of Tourism and Hospitality Management, University of Rijeka, 51000 Rijeka, Croatia
Smiljana Đukičin Vučković: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia

Sustainability, 2022, vol. 14, issue 16, 1-12

Abstract: Tour guide performance has been a hotly debated academic topic, owing to the critical role they play in facilitating a variety of tourist experiences. Similarly, museum tour guides are the initial point of contact for tourists and have a substantial impact on the total visitor experience, but their performance is far less investigated. Visitors’ satisfaction and behavior intentions are inextricably linked to museum guide performances in this case. The purpose of this research was to implement and test a well-established scale for assessing tour guide performance in the museum context. Moreover, the aim was also to single out and discuss museum guide types based on their performances. The research was conducted during May and June 2021 on a sample of 255 visitors from five museums in Serbia. The data were processed by SPSS, R and RStudio. The results indicate the existence of five museum guide types: Classic Professional, Agile Empath, Operational Erudite, Trustworthy Caretaker, and Passionate Socializer. The study explores sociodemographic differences in visitors’ evaluations of tour guide performances and gives theoretical and managerial implication for each museum guide type.

Keywords: museum tour guides; tour guide performances; tour guide types; cultural heritage; Serbia (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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