Role of Tour Guides in Tourism Promotion and Impact on Destination Image and Tourist Revisit Intention in Egypt: A PLS-SEM Model

Abstract

Tour guides can be considered to be ambassadors of countries and tourist destinations that play a significant role in ensuring tourist satisfaction, destination image and tourist re-visitation. The promotion of tourist destinations is very much subjected to the performance of tour guides. This study seeks to assess the relationship between the role of tour guides in tourism promotion and its relationship in creating good destination image as well as enhanced tourist revisit intention in Egypt. The above will be investigated in consideration of satisfaction with guided tours as a mediating role. A quantitative methodology through a PLS-SEM model with SmartPls3 (v.3.2.8) was implemented in testing research hypotheses for the study. Data was collected from 380 foreign tourists in Egypt using structured questionnaires. Results have indicated a positive and direct relationship between the role of tour guides in tourism promotion and destination image. Moreover, a direct effect between the promotional role of tour guides and tourist revisit intention has been found. The study has also confirmed the mediating role of satisfaction with guided tours. The significance of tour guides in promoting destination image and tourist revisit intention is highlighted in this study. Determined findings expected to contribute towards improving the performance of tour guides in promoting tourism. The implications of this in consideration of other destinations also discussed.