Skills Influence on Service Quality Among Tourist Guide

Emirudziawati, Juni and Ida Juliana, Hutasuhut (2024) Skills Influence on Service Quality Among Tourist Guide. Politeknik & Kolej Komuniti Journal of Social Sciences and Humanities, 9 (1). pp. 74-89. ISSN 0128-2875

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Abstract

The services provided by tourist guides are based on their professional skills. These individuals are responsible for guiding groups of tourists and ensuring their safety and comfort. Besides having the necessary knowledge about the tourism industry, they also need to develop their skills in dealing with various travel-related issues. Thus, the objective of this study is to examine skills influence the service quality (reliability, assurance, tangible, empathy, responsiveness). The population consists of tourist guides in three districts in Sarawak which are Southwest Sarawak (Kuching), Central Sarawak (Sibu) and Northeast Sarawak (Miri). The data for this study was collected by using the stratified random sampling. A set of questionnaires was used for the data gathering. The data were analysed using Structural Equation Modelling technique using PLS SEM 3.3 version software. The findings showed that skills have influence reliability, assurance, tangible, empathy, responsiveness. This study aims to provide a comprehensive analysis of the various aspects of Malaysia's tourism industry to help the country's Ministry of Tourism and its agencies develop effective policies and programs. It also aims to set the stage for future studies related to the industry.

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