Influence of Tour Guides Competencies on International Tourists Satisfaction, Nairobi Circuit, Kenya

Abstract

Tour guide competencies and customer satisfaction are critical to the success of any tourist destination. However, in Kenya, few studies have been conducted to determine the relationship between the competencies of tour guides and the level of international tourist satisfaction. Therefore, this study sought to investigate the influence of tour guides' competencies on international tourists' satisfaction at the Nairobi tourist circuit, Kenya. Specifically, the study sought to assess the influence of tour guide's knowledge levels, tour guide attributes, and tour guides communication skills on international tourists' satisfaction with the Nairobi circuit, Kenya. Job characteristics theory, the service quality model, and the anchor theory were adopted. A cross sectional research design was employed with a target population of 2851 international tourists. The study used purposive sampling, and a further stratified sampling technique was adopted. The Cochran formula was adopted to obtain a sample size of 278 respondents. The study relied on primary data collected using a structured questionnaire. The study adopted a Kaiser-Meyer-Olkin (KMO) test to assess the suitability and fattiness of the obtained data. Data were analyzed using descriptive statistics and inferential statistics. Study findings showed that tour guide knowledge levels (r=0.345: p<0.05) were statistically significantly related to international tourist satisfaction, tour guide attributes (r=0.616: p<0.05) found a statistically significant relation with international tourist satisfaction, and lastly, tour guide communication skills (r=0.764: p<0.05) indicated strong statistical significant relation with international tourist satisfaction at Nairobi tourist circuit, Kenya. Generally, tour guides knowledge levels, attributes, and communication skills influenced tourist satisfaction by 0.615 (R2=61.5). Overall, the study recommended that tour firms improve tour guide competencies. The study findings will benefit tourist professionals who contribute to the body of knowledge, the Ministry of Tourism, and policymakers. The research suggests another study should be conducted in different tourist sites not used in the current study. Further, another research study can be conducted in the same geographical scope and use different variables and methodologies.