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Abstract
It is evident that tour guides plays a vital role in linking the tourists with their destination. They bridge the gap brought by cultural differences and language barrier, which apparently hinders the ability of tourists to enjoy their experience. In this regard, the objective of this study is to examine the qualities that a great tour manager needs to possess in order to offer excellent travel experience. Several studies reveal that the role of a tour guide is critical in achieving the overall tourism experience. To affirm this hypothesis, the research used fifteen case studies to scrutinize the experience of Mainland China tourists in Taiwan. Among the good qualities identified from the cases studies that a tour manager should possess include but not limited to professionalism, knowledgeable, enthusiastic about the job, a sense of responsibility and patience. The manager also needs to be humorous, have the ability to handle emergency, and be attentive to guests.
Keywords: Tour Guide, Tourist Perception, Travel Experience, Travel Quality, Tourism Bureau, Taiwan (R.O.C)
Introduction
Background of the Study
Over the past few years, there has been a rapid growth in outbound tours among the Asian countries. According to Wang, Jao, Chan, & Chung (2010), the dramatic growth as well as the rising income levels in the regions is fuelling this increase. Outbound travel in this region mainly comprise of group package tour or all-inclusive travel. Apparently, Asian tourists are the leaders in this type of packages much more than their western tourist counterparts (Wong & Lee, 2012). Novice explorers and thus the need of a tour guide characterize this organized mass tour. The service industry particularly in tourism is highly dependent on contact employees, who are familiar with the destination and thus highly influence the service quality as perceived by customers (Wang, Hsieh, & Chen, 2002). In this regard, international and local tourism industries at many destinations are increasingly recognizing the role played by tour guides.
Tour guides plays an essential role in linking the host destination and its visitors. Tour guiding profession is the core of the tourism industry, and helps to make the industry attractive and profitable. According to Ap & Wong (2001), the guides are the front-line employees, who bear the responsibility of overall impression...