Potential and Competitiveness of Tour Guides in Songkhla Province
DOI:
https://doi.org/10.55164/ecbajournal.v16i4.267820Keywords:
Potential, Competitiveness, Tour Guides, Songkhla ProvinceAbstract
Tour guides play an important role in tourism, the main industry that generates the highest income for Thailand. In addition, potential and competitiveness are critical factors for survival in the present. The objectives of this research were: 1) to assess the potential and competitiveness levels of tour guides in Songkhla Province, and 2) to compare these factors among tour guides in the province, classified by personal characteristics. The sample consisted of 400 tour guides, including general, dedicated, and community guides in Songkhla Province. The study employed quota sampling to achieve uniformity in sample allocation across 16 districts, ensuring the selection of precisely 25 samples from each district. A questionnaire was used as the tool for data collection. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics were also employed to test the hypotheses through One-Way ANOVA. The results revealed that, overall, tour guides had potential and competitiveness at a high level. When considering each aspect, it was found that the tour guides had professional ethical potential, and competitiveness in cost management at the highest level. Comparisons based on personal characteristics revealed that tour guides of different ages, average incomes, and experience levels had varying degrees of work skill potential. Additionally, tour guides with different education levels demonstrated differences in knowledge potential. Regarding competitiveness, significant differences were found in cost management among tour guides of varying ages, education levels, and average monthly incomes. Furthermore, tour guides with differing experience levels showed distinct competitiveness in creating unique experiences. The benefit of this research is that educational institutions producing graduates to be tour guides will be able to see a clearer picture of how information can be applied in instructional design. In addition, people involved with tour guides will find ways to keep the guides in the profession for the long term.
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