International Tourists' Satisfaction with Tour Guide's Service Quality at Babylon Archaeological Site

Abstract

This study is an initial attempt to explore the Iraqi government's role in expanding its foreign inbound tourism. Therefore, the current study investigates the factors affecting the tour guides' service quality and their impact on tourists' satisfaction. Four characteristics of tour guides were identified. These factors include behaviour; personal integrity, employment; safety and security at visiting places. In addition, five service quality attributes were considered in this study including dependability, empathy, tangibility, assurance, and responsiveness. This study also tested the tourism policy impact on satisfaction. The study's questionnaires were distributed to 536 international tourists at Babylon archaeological site. Among the 536 distributed questionnaires, only 315 responses were usable for analysis. The cross-sectional data has been applied over considered techniques, as the cross-sectional data helped in making a significant formation in terms of customer choices, customer satisfaction, and the building of relationships with each other for such places as Babylon. Based on the current findings, positive relationships were found between the tour guide attributes, service quality factors, and tourists satisfaction. Overall, this theoretical paper says that the tourism department should use the dimension model and that service providers should improve their management to increase tourist satisfaction.