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How alluring is the online profile of tour guides?

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  • Banerjee, Snehasish
  • Chua, Alton Y.K.

Abstract

This paper examines the effects of tour guides' online profile on Internet users looking to book a vacation in terms of four aspects: perceived usefulness of the profile, hedonic attitude toward the tour guide, utilitarian attitude toward the tour guide, and purchase intention for the package tour. An experiment was conducted with 285 participants. A happy facial expression on the profile picture and a detailed profile description generally drew favorable responses. Moreover, the participants preferred male to female tour guides, thereby highlighting how the tourism industry is plagued by gender stereotype. Besides having implications for tour guides and travel agencies, the paper calls for a globally agreed policy on gender equality in tourism.

Suggested Citation

  • Banerjee, Snehasish & Chua, Alton Y.K., 2020. "How alluring is the online profile of tour guides?," Annals of Tourism Research, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:anture:v:81:y:2020:i:c:s0160738320300311
    DOI: 10.1016/j.annals.2020.102887
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    References listed on IDEAS

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    Cited by:

    1. Zhang, Jiekuan & Zhang, Yan, 2020. "Tourism and gender equality: An Asian perspective," Annals of Tourism Research, Elsevier, vol. 85(C).
    2. Manoj Kumar Sharma & Nitin Anand & Keshav Kumar & Rajkumar Lenin Singh & Pranjali Chakraborty Thakur & Ishita Mondal & Tavleen Kohli, 2021. "Constructing the understanding of teenagers deviant use of cyberspace," International Journal of Social Psychiatry, , vol. 67(8), pages 1068-1071, December.
    3. Murthi, Srinivash & Zhang, Wen & Shaturaev, Jakhongir, 2023. "Role of Tourism in Ensuring Gender Equity: An Asian Perspective," MPRA Paper 118486, University Library of Munich, Germany, revised 15 Jun 2023.

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