The influence of tour guide service quality on enhancing tourist experiences: A qualitative study in Bandarban, Bangladesh

Abstract

This research discusses the ability of tour guide services quality to improve tourist experiences, gratification and devotion in Bandarban, Bangladesh. Based on the qualitative study that entailed fifteen semi-structured interviews and observations, the results indicate that cultural interpretation, effective communications, hospitality, safety assurance, and flexibility are some of the main factors that are key to developing positive visitor experiences. Emotional connections, repeat visit, and achieving positive word-of-mouth were created by guides who integrated storytelling, language proficiency in a bilingual environment, and showered personal attention on the visitors. Additionally, active safety standards, genuine food suggestions, and insights into the ecology not only contribute to the experience of travelling, but also contributed to a positive image of the destination and thus created awareness of sustainability. The findings emphasize the role of tour guides as cultural facilitators of quality experience in the sense that they are not framed providers of services only but their professional skills and empathic interaction have a direct impact on the perceptions of tourists and their behavioral intentions. This paper underlines the necessity of specialized training courses on cultural competence, effective communication, sustainability, and crisis management as measures that can contribute to the improvement of service quality, tourism competitiveness, and long-term destination development. The given research can help to reveal an important role of guiding services in the development of visitor satisfaction and sustainable destination development because it shows how tour guides can produce transforming and memorable experiences.