TOBA (Journal of Tourism, Hospitality and Destination)

journal.literasisains.id/index.php/TOBA
ISSN Media Elektronik 2828-4100
Vol. 1 No. 2 (Mei 2022) 99-104
DOI: 10.55123/toba.v1i2.603

The Quality of Tour Guides on Tourists’ Satisfaction in Malaysia Tourism Industry

Nurul Hasanah Binti Abdul Satar 1, Ismail Halidin 2, Anggrecke Valentina Yuricka3,
Muhammad Zul Amri Izzudin4, Farida Rahmany5
Faculty of Hotel & Tourism Management, Universiti Teknologi MARA, Selangor, Malaysia
E-mail: nurul.hasanahsatar@gmail.com

ABSTRACT
Tour guides are one of the key players in the tourism industry as intermediaries between travel agents and tourists. They
have a responsibility to explain the culture and all information involving the destination. This research aims to study the
service quality of tour guides on tourist satisfaction. Empirical data were gathered from a large-scale online survey with 58
national and international tourists from Malaysia and Indonesia. The result shows that tour guides’ service quality has a
positive relationship with tourist satisfaction.

Keywords : Tour guides, Service Quality, Tourist Satisfaction, Tourism Industry, Malaysia

A. INTRODUCTION significant impact on the emotions and knowledge

A tour guide is one of the intermediaries that tourists develop following the tour (Demirovic
between travel agents and tourists therefore a tour Bajrami et al., 2020). To ensure that tourists receive
guide must have extensive knowledge related to local the promised service and fully understand the
history, culture, and tourist destinations, then be able destination, qualified tour guides must have excellent
to communicate well this aim is to convey humanistic skills and destination knowledge (S.
information to tourists well and easy to understand. Huang et al., 2010). Most tourists were dissatisfied
The importance of tour guides in the tourism industry with tour guides' performance in terms of their ability
stems from their direct interaction with tourists and to guide them (Syakier & Hanafiah, 2021). As long as
the fact that they spend more time with them than this issue persists in Malaysia, the country's
other employees in the same profession. A tour guide reputation as a desirable tourist destination will
is a person who leads groups or individual tourists suffer, as will the number of visitors and tourism
around a city or region's buildings, sites, and revenue. Therefore, this research aims to study the
landscapes, and who interprets the cultural and service quality of tour guides on tourists’ satisfaction
natural legacy in the visitor's preferred language in the Malaysia tourism industry.
(Black & Ham, 2005). Tour guides with advanced
degrees and fluency in English or another foreign B. LITERATURE REVIEW
language prefer to work. Tour Guide
Tour guides from out of town pose a threat to The definition of a tour guide is expressed in
local businesses. (Weiler & Walker, 2014) stated that many ways in the literature. A tour guide has
the role of tour guides is becoming increasingly responsible for guiding tourists during tours or
linked with sustainability issues and that tours should sightseeing. Accompany visitors, individual tourists,
contribute to changing visitors' behavior and or groups of tourists during their vacation to interpret
conservation perspectives not only on the destination historical, cultural, and natural sights in the visitor's
that they are visiting but also in their everyday language in an interesting way, explaining aspects of
situations. Due to an oversupply of tour guides, the local culture (Abd El kafy, 2021). As a guide, you
lower-priced tour services are not guaranteed to be of must have an effective combination of enthusiasm,
the same quality as higher-priced options. knowledge, personality qualities, and high standards
Furthermore, when the tourism market is still in its of conduct and ethics. A guide is someone who leads
infancy, tourists are more open to bargaining and groups to the most important sites (in our city) while
willing to compromise on the quality of a tour in also providing interpretation and commentary. Being
order to save money. Occasionally, the tour operator a tourist guide is, without a doubt, one of the most
retains a sizable portion of the package price and pays demanding professions, regardless of whether it is
the tour guide only a small portion of that done for a living or as a volunteer.
dissatisfaction will ensue if the planned activities are Tourist Guides are a resourceful group of
not completed. professionals whose vocation necessitates a diverse
Professional competencies of tour guides can range of skills, subject knowledge, and personal
be considered part of travel products because they can characteristics that are difficult to come by. Social
influence visitors' views of tour guiding service element refers to his or her responsibility tour group
quality and improve tourist satisfaction(Lin et al., unity and morale. The element of interaction is
2017). The competencies of the tour guide have a related to his function as an intermediary between his

Diterima Redaksi: 25-06-2022 | Selesai Revisi: 26-06-2022 | Diterbitkan Online: 28-06-2022

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The Quality of Tour Guides on Tourists’ Satisfaction in Malaysia Nurul Hasanah Binti Abdul Satar1, Ismail Halidin2, Anggrecke
Tourism Industry Valentina Yuricka3, Muhammad Zul Amri Izzudin4, Farida
Rahmany5, Nur Syahirah Mohamad Ali6, Mazlina Binti Mahdzar7

party and locals, places, institutions and tourist Indeed, more research is being conducted on
facilities (Huang et al., 2010). the service quality aspect of the tour guiding
profession. For instance, (Zhang & Chow, 2004)
Service Quality of Tour Guides identified, twenty tour guide service quality attributes
Service is defined as "an action or activity that relevant to mainland Chinese tourists were identified.
can be offered by one party to another, which is The six most important attributes perceived by
essentially intangible and has no bearing on Chinese tourists were: (1) punctuality, (2) ability to
ownership." Service can be related to either a tangible solve problems, (3) knowledge of the destination, (4)
or intangible product.' Service quality denotes the honesty and trustworthiness, (5) inform safety
degree of disparity between the service provider's regulations, and (6) deliver service promised in the
expectations prior to accessing the service and the itinerary.
level of service quality (Ninpradith et al., 2018). The Likewise, (Mak et al., 2010) suggest that the
quality of the services provided by tour guides tour guide's attitude toward service (particularly in
includes their customer service approach, terms of how money-oriented or customer service-
friendliness, efficiency, and the quality of the oriented the guide is), product knowledge, and
memories tourists take away with them (Chand, 2010; communication skills are important factors in
Chen et al., 2016). Tour guides' service delivery and determining the guide's perceived service
service outcomes (e.g., friendliness, courtesy, professionalism.
efficiency, reliability, staff competency) create
service quality in the tourism industry. Travel agents Tourist Satisfaction
and the local environment of tourist attractions can Tourist satisfaction can be measured in terms
benefit from having a tour guide as a sort of neutral of expectations about the destination and the
third party. One of the most important factors in the experience, motivations or desires, activities or
tourism industry is the quality of service provided by experiences, perceptions, preferences, and
tour guides. psychological outcomes, among other things (e.g.,
A knowledgeable tour guide can help visitors Dann 1981; Iso-Ahola 1980; Lounsbury and Polik
get a better understanding of the culture and customs 1992; Manning 1986; Van Raaij 1986, 1987; Weber
of the country they're visiting. In the context of tour 1997; Williams 1988). Satisfaction with the guide
guiding, a tour guide's perceived service quality can service can be defined as “tour- ists’ overall
be assessed using three major constructs: (1) core evaluation of various services provided by tour guides
service delivery, (2) customer orientation, and (3) in a destination”(J. Huang & Hsu, 2010). Tour
effective communication (Heung, 2008). satisfaction is defined as "tour services as tourists'
Furthermore, (Heung, 2008) explains that core service affective response resulting from a cognitive appraisal
refers to the essence of a tour guide's service (e.g., of the tour operator's services"(Hwang & Lee, 2019).
follows the agreed itinerary, provides commentary, Furthermore, satisfaction with the guide service is
and ensures customer satisfaction during the tour) that directly linked to the post-consumption evaluation of
the guide must consistently deliver. Customer a service (Heung, 2008).
orientation, on the other hand , denotes the extent the
guide puts tourists’ needs and interests ahead of Tourist satisfaction is the ratio of tourists'
his/her own in providing superior value to tourists actual feelings after travelling to their expectations
(e.g. not to be focused on short-term self-interest and before travelling. Satisfaction is defined as anything
not to adopt a ‘hard’ selling approach to tourists). that can reduce human tensions, which are caused by
Communication involves the exchange of information human needs. Because satisfaction is crucial in
(e.g. communicates the itinerary/arrangement to predicting future behavioural intentions (Ninpradith
et al., 2018). Customers, according to the theory, have
tourists and handles tourists’ inquiries) and is
regarded as a crucial function of the tour guide. some level of expectation when purchasing products.
That expectation plays a significant role in
IV DV determining satisfaction and dissatisfaction. For
Service Quality of H1 Tourist example, dissatisfaction arises when service provider
Tour Guiding Satisfaction
performance falls short of expectations (also known
as negative confirmation). Unlike dissatisfaction,
Figure 1: The proposed Framework satisfaction can occur in two ways. That is,
Hypothesis 1: Tour guides’ service quality has satisfaction occurs when service provider
positive relationship with tourist satisfaction. performance meets or exceeds customers'
In this study adapt the framework of Tour expectations (also known as confirmation) (also
Guides’ Professional Competencies Influence on known as positive disconfirmation) (Hwang & Lee,
Service Quality of Tour Guiding and Tourist 2019).
Satisfaction source from Lin et, al, 2017. Figure 1 Consumers' repurchase intentions and how
show the proposed framework of the study where it they represent their purchase experience to others
relates to the aim. (word-of-mouth intentions) are all influenced by their

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100
The Quality of Tour Guides on Tourists’ Satisfaction in Malaysia Nurul Hasanah Binti Abdul Satar1, Ismail Halidin2, Anggrecke
Tourism Industry Valentina Yuricka3, Muhammad Zul Amri Izzudin4, Farida
Rahmany5, Nur Syahirah Mohamad Ali6, Mazlina Binti Mahdzar7

level of satisfaction with their purchase experience. example, if a model has seven independent variables,
Most travel operators must make concerted efforts to a regression analysis requires 50+(8)(7), or 116
improve their staff competencies and establish samples. This study only has one independent
positive relationships with their customers in order to variable so N ≥ 50+(8)(1) = 58. The respondents are
ensure tourist satisfaction (Syakier & Hanafiah, 58 people from Malaysia and Indonesia tourists.
2021). Additionally, Tourist satisfaction will be
Before answering the questionnaire,
achieved automatically once travel companies
respondents answer the screening question as follow”
provide good packages and knowledgeable tourist
Have you experienced a tour in Malaysia using tour
guides. However, the results of numerous studies
guide?”. If the respondents answered no, the survey
support the notion that consumers' level of
was terminated.
satisfaction and complaints influence their repurchase
intentions and how they represent their purchase
Analysis Methods
experience to others (word-of-mouth intentions) (Yun
et al., 2016). This study examines the service quality of tour
guides on tourist’s satisfaction in Malaysia tourism
industry. The data obtained in this study analysed
C. RESEARCH METHODOLOGY
using the Statistical Package for the Social Science
Measurement
The primary data were collected through an (SPSS) software. Quantitative data analysis is used to
online survey using google form and distributed to analyse data obtained from numbers because data
social media such as WhatsApp, Facebook, processing uses statistics, then the data must be
Instagram, etc. To empirically test the constructs in classified in certain categories to make it easier to
the proposed model, measurement items were analyse.
developed based on multi-item measurement scales Table 1: Respondents Profile
that had previously been used and validated. Service Variable N Percentage
quality was measured using 5 items cited from (Lin et Gender:
al., 2017). Tourist satisfaction was measured using 7 Male 34 58.6%
items cited from (Syakier & Hanafiah, 2021). Female 24 41.4%
Age:
Most people agree that closed questions on a Less than 20 2 3.4%
numerical Likert scale are easier for respondents to 21-30 43 74.1%
31-40 10 17.2%
answer, this study employs them. In this study, a 5- 41-50 3 5.2%
point Likert scale was used; additionally, the 5-point Above 50 - -
Likert scale offers 5 different answer options related Nationality:
to an agreement that are distinct enough for the Malaysia 26 44.8%
Indonesia 32 55.2%
respondents without confusing them. Education:
Primary/Junior High School -
The study's questionnaire had two parts: one Secondary/Senior High School 3 5.2%
with participants' demographic information and the Diploma 8 13.8%
other with their responses to the scale items of the Bachelor degree 28 48.3%
major constructs. Gender, age, marital status, Postgraduate 19 32.8%
Marital Status:
education, monthly income, and experiences on Single 33 56.9%
participate tours with tour guides. Then the scale Marriage 25 43.1%
items for the major constructs of the proposed Widowed - -
research model were included in the second section. Divorced - -
Monthly Income:
Less Than RM 1,500 / IDR 5.000.000 22 37.9%
RM 1,500 – RM 3,000 / IDR 5.000.000- 26 44.8%
Sample and Data Collection IDR 10.500.000
RM 3,100- RM 4,000 / IDR 10.500.000- 7 12.1%
After obtaining informed consent, the IDR 14.000.000
proposed research model was tested using data from a RM 4,100- RM 5,000 / IDR 14.350.000- 1 1.7%
large-scale survey collected using a convenience IDR 17.500.000
sampling procedure. Consumers and tourists who Above RM 5,000 / IDR 17.500.000 2 3.4%
Experience on Participate Tours with
have participated in tours with tour guides were Tour Guides
cordially invited to participate in this survey. Green Once 26 44.8%
(1991) proposed many approaches for determining Twice 20 34.5%
how many respondents are required for a study. Thrice 9 15.5%
Four Times - -
This study uses a quantitative method by using Above Five Times 3 5.2%
Green (1991) method in determining the sample size.
It proposed the sample size for the coefficient of
determination (R2) to be N ≥ 50+8m (where m refers
to the number of predictors in the model). For

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The Quality of Tour Guides on Tourists’ Satisfaction in Malaysia Nurul Hasanah Binti Abdul Satar1, Ismail Halidin2, Anggrecke
Tourism Industry Valentina Yuricka3, Muhammad Zul Amri Izzudin4, Farida
Rahmany5, Nur Syahirah Mohamad Ali6, Mazlina Binti Mahdzar7

D. FINDINGS satisfied with tour guide provides satisfactory

Response Rate and Profile information to the tourist (TS2). Other than that, the
Among the 58 respondents, 34 (58.6%) are least mean 4.07, reflects the respondent’s enjoyed the
male respondents, while the female respondents are service/package with the tour guide (TS5).
24 (41.4%). The majority of the respondents are Table 3: Descriptive Analysis- Tourist Satisfaction
between 21 and 30 years old (n = 43; 74.1%). Next, Code Items Mean Std.
most of the respondents are male (n = 34; 58.6%) Deviation
while only 24 (41.4%) are females. Furthermore, TS Tourists’ Satisfaction
most of the respondents are from Indonesia (n=32; TS1 The service that provides by 4.10 0.667
the tour guide is up to a
55.2%) while only 26 (24.8%) are Malaysian. Next satisfactory level
the majority of respondents are used tour guides for TS2 The tour guide provides 4.33 0.803
Once (n=26; 44.8%), Twice (n=20; 34.5%), Thrice satisfactory information to the
(n=9; 15%), Above four times (n=3; 5.2%). tourists
TS3 I was pleased with the outcome 4.24 0.630
Descriptive Analysis of tour guide performance
TS4 The tour guide provided a 4.12 0.727
Tour Guide Service Quality
satisfactory resolution to the
Table 2 shows the descriptive analysis for problem
Tour Guide Service Quality. From the table, the mean TS5 I have enjoyed the 4.07 0.769
score fell from 4.31 to 4.19, which indicated that services/package with the tour
most of the respondents were satisfied with the tour guide
TS6 I am delighted with the tour 4.17 0.679
guide service quality. guide services
TS7 My choice to use this tour 4.26 0.762
Looking at the table below the highest mean guide was a wise one
4.31 with reflect that the majority of respondents
agree that the tour guide can provide specific N=58, TS (tourist satisfaction)
information and friendly service (TGSQ1). Other than They delighted with the tour guide service
that, the least mean 4.19, reflects the respondent’s (M=4.17; TS6), then their choice to use this tour
moderate agreement that the tour guide’s overall guide was a wise one (M=4.26; TS7), furthermore,
service quality is satisfactory (TGSQ5). they were pleased with the outcome of tour guide
Table 2: Descriptive Analysis- Tour Guides Service Quality performance (M=4.24; TS3), The service that
Code Items Mean Std. provides by the tour guide is up to a satisfactory level
Deviation (M= 4.10; TS1), the tour guide provided a
TGSQ Tour Guide Service satisfactory resolution to the problem.
Quality
TGSQ1 The tour guide can 4.31 0.598
provide specific and Hypothesis Testing
friendly service Study variables have been analysed through
TGSQ2 The tour guide can be 4.29 0.622 simple linear regression analysis. Kumar et al. (2013)
seriously dedicated in
explanation stated that the simple linear regression is able to test
TGSQ3 The tour guide can have 4.21 0.720 the relationship of the independent variable to the
clear and organized dependent variable.
explanation.
TGSQ4 The tour guide can 4.22 0.727 Table 4: Regression analysis
immediately respond to
tourists’ needs. Predictors Hypothesis 1
TGSQ5 The tour guide’s overall 4.19 0.712 DV Tourist Satisfaction
service quality is IV Tour guide service quality
satisfactory. Std.β 0.639**
N=58, TGSQ (tour guide service quality) 0.408
Tour guide can immediately respond to tourist Adj. 0.398
need (M=4.22; TGSQ4), tour guides have clear and F-Change 38.621
organize explanation (M=4.21; TGSQ3), tour guide Table 4 reports the result of the linear regression
can be seriously and dedicated in explanation analysis. Looking at Hypothesis 1, the independent or
(M=4.29; TGSQ2). predictor: the tour guide service quality accounted for
40.8% percent (R2= 0.408; F-change = 38.621). level
Tourists Satisfaction of significance 0,000 p< 0.05. The value of (β
Table 3 shows the descriptive analysis for =.639**) indicated that the tour guide service quality
tourists’ satisfaction. From the table the mean score positively has relationship to the tourists’ satisfaction.
fell from 4.33 to 4.07, which indicate the most of In other words, the tour guide service quality
respondents were satisfied with the tour guide service influences the tourists’ satisfaction. With this, the
quality. hypothesis one (H1) is strongly supported.
Looking at the table below the highest mean
4.33 with reflect that the majority of respondents

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The Quality of Tour Guides on Tourists’ Satisfaction in Malaysia Nurul Hasanah Binti Abdul Satar1, Ismail Halidin2, Anggrecke
Tourism Industry Valentina Yuricka3, Muhammad Zul Amri Izzudin4, Farida
Rahmany5, Nur Syahirah Mohamad Ali6, Mazlina Binti Mahdzar7

E. CONCLUSIONS out of this study. This study might be beneficial for

According to the finding of this study, tour tour guide’s out there to know at least which type of
guide service quality positively has relationship to variables are needed to look out for when they give
tourists’ satisfaction in Malaysia tourism industry. out with their performance.
This study supports the critical part played by tour
guide performance in determining the happiness of
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