The evaluation on the international tour leader training program in Taiwan, R.O.C.

Abstract

The overall impression of the tour leader for travel business not only affects the travel service’s image, but also customer loyalty. Furthermore, tour leader is the primary factor that differentiates the tour in question from the competitors’ tour. In particular, tour leader’s ability to give service and company’s image is the crucial competitive advantage for the travel industry. Nevertheless, not all of the international tour leaders in Taiwan are able to offer sufficient knowledge and information about the destinations to fulfill the tourists’ expectation. Although tour leaders are not responsible for all the events, the truth is that tour leader’s abilities on handling law and liability, problem solving skills, and other difficult situations should be reinforced. Other negative attitude changes are also connected to their abilities to deal with complaints and to solve difficult situations. The purpose of this study is to evaluate whether the existing tour leader’s training program is accomplishing its objectives to prepare qualified tour leaders for tourism industry in Taiwan. One hundred and twenty questionnaires were distributed to licensed tour leaders, and 84 completed and valid questionnaires were returned throughout this study. The overall response rate was 70 percent. The findings of this study indicate that the majority of tour leaders are satisfied with the present training program in Taiwan. Indeed, tour leaders value the training program as a foundation when they first start their career in this industry. Throughout this training program, new tour leaders will have a better knowledge on the job and the industry. Also, tour leaders will be able to network with other tour leaders or experts. In addition, tour leaders perceive tourism operational knowledge and skills and personal skills are the essential for future success in the industry. For the program contents, tour leaders anticipate more practicable skills instead of theoretical knowledge. Both interpersonal and intrapersonal skills are also demanded by the tour leaders in order to maintain excellent relationship with customers and suppliers. However, tour leaders expect that each courses or curriculum should be expanded further. Tour leaders suggest that the training program should be extended to annual basis and focus on few subjects at one time.