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Museum Tour Guide Performance: A Visitor Perspective

Author

Listed:
  • Željko Anđelković

    (National Museum Niš, 18000 Niš, Serbia)

  • Sanja Kovačić

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
    Institute of Sports, Tourism and Service, South Ural State University, 76 Lenin Ave., 454080 Chelyabinsk, Russia)

  • Marija Bratić

    (Department of Geography, Faculty of Science, University of Niš, 18000 Niš, Serbia)

  • Miroslav D. Vujičić

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Uglješa Stankov

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Vanja Pavluković

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Aleksandra Dragin

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Tatjana Pivac

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Anđelija Ivkov Džigurski

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Ljubica Ivanović Bibić

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

  • Zrinka Zadel

    (Faculty of Tourism and Hospitality Management, University of Rijeka, 51000 Rijeka, Croatia)

  • Smiljana Đukičin Vučković

    (Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia)

Abstract

Tour guide performance has been a hotly debated academic topic, owing to the critical role they play in facilitating a variety of tourist experiences. Similarly, museum tour guides are the initial point of contact for tourists and have a substantial impact on the total visitor experience, but their performance is far less investigated. Visitors’ satisfaction and behavior intentions are inextricably linked to museum guide performances in this case. The purpose of this research was to implement and test a well-established scale for assessing tour guide performance in the museum context. Moreover, the aim was also to single out and discuss museum guide types based on their performances. The research was conducted during May and June 2021 on a sample of 255 visitors from five museums in Serbia. The data were processed by SPSS, R and RStudio. The results indicate the existence of five museum guide types: Classic Professional, Agile Empath, Operational Erudite, Trustworthy Caretaker, and Passionate Socializer. The study explores sociodemographic differences in visitors’ evaluations of tour guide performances and gives theoretical and managerial implication for each museum guide type.

Suggested Citation

  • Željko Anđelković & Sanja Kovačić & Marija Bratić & Miroslav D. Vujičić & Uglješa Stankov & Vanja Pavluković & Aleksandra Dragin & Tatjana Pivac & Anđelija Ivkov Džigurski & Ljubica Ivanović Bibić & Z, 2022. "Museum Tour Guide Performance: A Visitor Perspective," Sustainability, MDPI, vol. 14(16), pages 1-12, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:16:p:10269-:d:891831
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    References listed on IDEAS

    as
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