관광가이드의 라포형성 행동이 고객 공감 및 고객시민행동에 미치는 영향 : 방한 중국단체관광객을 중심으로

초록

This study examined the effect of tour guides' rapport-building behavior on tourist empathy and tourist citizenship behavior. Based on a literature review, 14 theoretical hypotheses were proposed. Also, two theoretical moderators were suggested: (1) the number of tourists in a group and (2) tour guides' physical attractiveness. The proposed hypotheses were empirically tested by using the data collected from Chinese tourists visiting Korea. The data analysis showed that first, 7 out of 14 hypotheses were dismissed, because they do not show the significant influence. From these findings, it can be interpreted that the most of the rapport- building behavior of a tour guide can not induce the positive responses from the Chinese tourists visiting Korea. Second, with regards to the results of multi group analysis, the effect was insignificant or negative in case of big tourist groups (over 30), while small groups (below 20) mostly indicated that they were influenced positively in the customer empathy. Thirdly, regarding physical attractiveness of the tour guides, outcomes have revealed that the groups ‘ attractiveness (N=210)’ has more significantly positive(+) influence for heightening customer citizenship behavior than the groups of unattractiveness (N=110). Based on the result, this study aims to provide useful information for effective operation of travel agencies and tour guides. Academic and practical implications were discussed.

키워드