Foreign Tourists’ Perceptions of Tour Guides’ Potential in Guiding Phuket’s Historical Attractions
Article Sidebar
Main Article Content
Abstract
This study aimed to investigate and compare the opinions of foreign tourists regarding tour guides at historical sites in Phuket. The sample consisted of 424 foreign tourists who visited these attractions with the assistance of tour guides. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, standard deviation, t-tests, and analysis of variance (ANOVA). When differences by pairwise comparisons were found, the LSD method would be used.
The research findings revealed that 1) foreign tourists expressed the highest level of opinions regarding the tour guides’ potential in guiding visits to historical tourist attractions in Phuket, both overall and across sub-dimensions. The aspect with the highest mean score was the ability to explain significant events that occurred at the tourist sites. 2) Foreign tourists of both genders and different ages did not differ in their overall opinions on the tour guides’ potential. However, those with different nationalities, occupations, marital statuses, and educational levels demonstrated significantly different opinions regarding the tour guides’ potential in leading historical tourism in the province. The findings of this study can be applied to enhance and refine the training curriculum for tour guides specializing in historical tourism in the province. The results suggest that tour guides should strengthen their knowledge of historical information and improve their English communication skills in order to provide tourists with more comprehensive insights into Phuket’s history. Furthermore, relevant agencies can draw on these findings to further develop training programs for tour guides, thereby improving service quality in leading historical tourism in the province and increasing tourist satisfaction.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
All published articles are evaluated by three qualified peer reviewers from various institutions through a double-blind process, where reviewers do not know the authors’ identities and authors do not know the reviewers’ identities. The content and articles in the Hatyai Academic Journal reflect the authors’ views only and are neither the opinions of the editorial board nor the responsibility of Hatyai University. The Editorial Board of the Hatyai Academic Journal allows articles to be reproduced for academic purposes, on the condition that the original source is clearly cited.
References
Chalaecharn, N., & Wongphan, C. (2019). The desirable characteristics of Thai tourist guide to enter the ASEAN community in perspective of tourism business operators in Bangkok. Journal of Rattana Bundit University, 14(1), 1–14. [in Thai]
Chanwithee, K. (2021). The comparative analysis of a natural attraction image and a attraction image of Chiang Mai in the opinions of Thai tourist (Master’s thesis). Dhurakij Pundit University, Bangkok. [in Thai]
Coelho, P. S., & Henseler, J. (2012). Creating customer loyalty through service customization. European Journal of Marketing, 46(3/4), 331–356.
Daratrai, N., Pinthapataya, S., & Boonyasopon, P. (2024). Development of tourist guide potential model in tourism industrial business of Thailand in the digital age. Journal of MCU Nakhondhat, 11(5), 232–243. [in Thai]
Kaewkasi, P., & Hetthong, R. (2020). The English use problems of tourist guide in the Southern Gulf of Thailand provincial cluster. Humanities and Social Sciences Journal, Ubon Ratchathani Rajabhat University, 11(1), 135–150. [in Thai]
MGR Online. (2023). TAT Phuket reveals that in 2022 over a million tourists entered Phuket in 2023 tourists were expected no less than 12 million. Retrieved from https://mgronline.com/south/detail/9660000009614 [in Thai]
Monphanthong, P. (2020). Tour operator and tour guide and travel agency management. Nonthaburi: Sukhothai Thammathirat Open University. [in Thai]
Nathong, R., Promdee, S., & Laping, U. (2022). Tourism and service operations according to the four Sangkhahawatthus of tour guide in Chiang Mai Province. Journal of Administration and Social Science Review, 5(1), 111–122. [in Thai]
Phakprapai, C., & Chaiya, P. (2017). The study of the relationship of leadership styles, guide attributes and the performance competency of professional tour guide in Thailand. Veridian E-Journal Silpakorn University, 10(1), 219–220. [in Thai]
Phisphumvidhi, P. (2020). Histroical tourism management (Episode 1). Retrieved from https://www.matichon.co.th/article/news_2344210 [in Thai]
Pond, K. L. (1993). The professional guide: Dynamics of tour guiding. New York: Van Nostrand Reinhold.
Pongyat, C. (2019). The correlation between the tourist guide’s performance and the Vietnamese tourist’s preference in Ubonratchathani Province, Thailand (Master’s thesis). Mahasarakham University, Maha Sarakham. [in Thai]
Sangpikul, A. (2013). Research methodology for tourism and hospitality. Bangkok: Dhurakij Pundit University. [in Thai]
Silpcharu, T. (2012). Research and statistical analysis with SPSS and AMOS (13th ed.). Bangkok: SR Printing Mass Product. [in Thai]
Singkhalah, S. (2018). The opinion of foreign tourists on the service quality of tour guide in Phuket (Research report). Nonthaburi: Rajapruk University. [in Thai]
Teerapattrakul, R. (2021). The proficiency of tour guide in Phuket Province from the tourist’s perspective. Journal of Humanity and Social Science, Ubon Ratchathani University, 12(2), 128–143. [in Thai]
Thai PBS. (2022). Ten province highest income from tourism. Retrieved from https://www.thaipbs.or.th/news/content/322587 [in Thai]
Thamwongsa, P., Samanyaphon, D., Petchmanee, A., & Petchruen, T. (2025). Factors affecting work efficiency of industrial employees in southern Thailand. Journal of MCU Haripunchai Review, 9(1), 31–32. [in Thai]
Wanthanom, C. (2008). Guide principle (2nd ed.). Bangkok: Suan Sunandha Rajabhat University. [in Thai]
Wongmun, K. (2021). Participatory development of tour guide potential model in Tak tourism community of Mueang District, Tak Province. Journal of Humanities and Social Sciences, Rajapruk University, 7(Special), 54–70. [in Thai]
