Document Type : Research Paper
Authors
1 Ph.D. Candidate in Tourism, Allameh Tabataba’i University, Tehran, Iran.
2 Associate Professor of Tourism Management, Allameh Tabataba’i University, Tehran, Iran.
Abstract
The guides professional performance is the essential factor for a successful tourist experience; Therefore, improving the guides performance is one of the concerns of tourism organizations, and by identifying the factors affecting performance, they can pay attention to those factors and improve the tourist guides performance. This study was conducted with the objective of identifying and prioritizing the effective factors on improving the tourist guides performance in Tehran. The type of the study is applied based on the purpose and it has a descriptive nature. According to the type of data collected and the inductive-deductive perspective used, the research approach is mixed (qualitative-quantitative). The statistical community includes the experts in the field of tourist guiding in the Tour Guide Syndicate of Tehran and 15 experts have been identified and selected according to the census method due to their small number. The factors were identified using the literature and experts' opinions and were formulated in the hierarchical questionnaire. The data was analyzed using the analytic hierarchy process. The findings show that organizational factors were considered as the most important main factors, education as the most important organizational factor, job satisfaction as the most important individual factor and legal factors as the most important environmental factors affecting the tourist guides performance in Tehran. The most important factors will be given special attention to improve the guides performance.
Keywords
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