Naslov
Museum tour guide performance: a visitor perspective

Autori
Anđelković, Željko ; Kovačić, Sanja ; Bratić, Marija ; Vujičić, Miroslav D. ; Stankov, Uglješa ; Pavluković, Vanja ; Dragin, Aleksandra ; Pivac, Tatjana ; Ivkov Džigurski, Anđelija ; Ivanović Bibić, Ljubica ; Zadel, Zrinka ; Đukičin Vučković, Smiljana

Izvornik
Sustainability (2071-1050) 14 (2022), 16; 10269, 12

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
museum tour guides ; tour guide performances ; tour guide types ; cultural heritage ; Serbia

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA