LAS EXPECTATIVAS DE LOS TURISTAS CUANDO CONTRATAN LOS SERVICIOS DE LOS GUIAS DE TURISTAS: UN ENFOQUE CUALITATIVO

Lucila Zarraga Cano and Enrique Corona Sandoval

Revista Internacional Administracion & Finanzas, 2010, vol. 3, issue 2, 75-89

Abstract: In this study, tourist’s perception of tour guide’s service in Cancun is analyzed. The study seeks to determine the variables that impact the overall perception of quality when a tourist hires the service of a tour guide. 400 tourists were asked to complete a 23 –question survey during the high season of 2009 in Cancun. The Cronbach's alpha was used to measure the coefficient of reliability , and the Kaiser-Meyer- Olkin model was used to assess the appropriateness of using factor analysis on the data. The results suggests that when it comes to tangible variables, uniform, and affiliation are relevant. As per knowledge-based variables, knowledge about the subject, language competency, ability to clearly answer questions, and friendliness are relevant

Keywords: tourism industry; tour guides; expectations; competitive advantages (search for similar items in EconPapers)
JEL-codes: J21 J23 M31 M54 (search for similar items in EconPapers)
Date: 2010
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