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Effects of tour leader's service quality on agency's reputation and customers' word-of-mouth

School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, hmvheung{at}polyu.edu.hk

This article reports the findings of a study on tour leaders' service quality and their impact on a travel agency's reputation and word-of-mouth publicity. A survey was conducted with 431 tourists who joined package tours with a large travel agency in Hong Kong. Four factors with 16 attributes were identified. These factors were `Professional attitude and ability', `Presentation and communication ability', `Professional knowledge' and `Personal integrity'. Positive relationships were found between the tour leader's service quality factors and reputation, tour leader's service factors and word-of-mouth publicity. Implications of the findings are discussed and future research directions are included.

Key Words: service quality • tour leader • travel agency reputation • word-of-mouth publicity

Journal of Vacation Marketing, Vol. 14, No. 4, 305-315 (2008)
DOI: 10.1177/1356766708094752


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