create many problems. Therefore, handling them flexibly and creatively will create peace of mind and comfort for tourists.
- Good observation ability (P34):
This is a PC that requires the tour guide to be able to observe and cover the entire group of tourists that he/she guides to avoid getting lost or confused between tourists from different groups during peak seasons. The required level of “Observation ability” is 3.89 points (ranked 10/11; in which KDL ranks 8/11, SV ranks 10/11, HDVDL ranks 11/11).
Thus, the group of PCTLs belonging to Intelligence - Capacity is one of the basic PCTL groups, playing an important role in the quality and efficiency of HDVDL's HD activities. Based on the research results, it can be affirmed that the 11 PCTLs mentioned in Table 2.6 are all basic PCTLs required for HDVDL. Outstanding in that PC group are the PCTLs: Good communication skills, Good language skills, Ability to speak in front of a crowd, Good situation handling, Good listening skills, High persuasion skills, ....
2.3.2.3. Subjects' assessment of the necessity of the PCTL group belongs to Will - Personality
The subjects' assessment of the necessity of the Willpower-Personality PCs is shown in Table 2.7. Table 2.7: Necessity level of the PCTLs in the Willpower-Personality PC group
Status
Object PCTL | SV | HDVDL | KDL | Total add | |||||
TB | Rank step | TB | Rank step | TB | Rank step | TB | Rank step | ||
1 | High sense of responsibility | 4.33 | 1 | 4.36 | 1 | 4.39 | 1 | 4.36 | 1 |
2 | Dedicated to work | 4.16 | 3 | 4.11 | 6 | 4.23 | 4 | 4.17 | 2 |
3 | Be polite to customers | 3.93 | 8 | 4.21 | 2 | 4.25 | 3 | 4.13 | 3 |
4 | Attentive to customers | 4.12 | 5 | 4.13 | 5 | 4.13 | 6 | 4.13 | 3 |
5 | cheerful, active | 4.13 | 4 | 3.99 | 8 | 4.27 | 2 | 4.13 | 3 |
6 | Friendliness creates trust customer centric | 3.94 | 7 | 4.19 | 3 | 4.17 | 5 | 4.10 | 4 |
7 | Dynamic | 4.17 | 2 | 4.09 | 7 | 3.94 | 9 | 4.07 | 5 |
8 | Proper manners | 3.87 | 10 | 4.16 | 4 | 4.01 | 8 | 4.01 | 6 |
9 | Honesty | 3.92 | 9 | 3.94 | 10 | 4.09 | 7 | 3.98 | 7 |
10 | sense of humor | 4.08 | 6 | 3.76 | 13 | 3.94 | 9 | 3.93 | 8 |
11 | Planning | 3.78 | 11 | 4.11 | 6 | 3.87 | 10 | 3.92 | 9 |
12 | Spirit of endurance | 3.65 | 13 | 3.95 | 9 | 3.78 | 11 | 3.79 | 10 |
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suffering | |||||||||
13 | Patience | 3.75 | 12 | 3.78 | 11 | 3.76 | 12 | 3.76 | 11 |
14 | Independence | 3.62 | 14 | 3.77 | 12 | 3.78 | 11 | 3.72 | 12 |
Total | 4.00 | 4.03 | 4.04 | 4.01 | |||||
Table 2.7 shows that the average score of students evaluating the necessity of this group of PCs is 4.00 points; HDVDL evaluates the necessity with an average score of 4.03 points; KDL evaluates the necessity with an average score of 4.04 points; the total evaluation score of the three groups of subjects on the necessity of these PCs is 4.01 points, reaching a high level of necessity.
The necessity of each PC is specifically assessed as follows:
- High sense of responsibility ( P3 ):
This is a PC that demonstrates full awareness of the position, role, responsibility and authority of tour guides in the field of tour guide activities. In addition to the authority, role and responsibility that are clearly and specifically defined, the tour guide profession also has unnamed jobs that can only be known and understood specifically through practical experience. Therefore, only those who clearly define their responsibilities and have a high sense of responsibility can fulfill their tasks well, not only in tour guide work but also in many other professions.
Realizing this, when asked, the subjects all agreed to rank this PC in first place with a score of 4.36 points (rank 1/14).
- Dedicated to work ( P5 ):
PC shows diligence, hard work, always searching for creativity and devoting all to work. The subjects rated this PC 4.17 points (ranked 2/14; in which, SV ranked 3/14, KDL ranked 4/14, HDVDL ranked 6/14).
- “Polite” ( P19 ), “Attentive” ( P25 ), “Happy with customers” ( P26 ) are 3 PCs that are rated by the customers at an average score of 4.13 and ranked 3/14 PCs in the Will - Personality PC group. These PCs require tour guides in all gestures, words, and tour guide activities to respect customers with accurate information, with thoughtfulness, with cultural behaviors that are trained and educated in a disciplined manner. Besides, optimism and cheerfulness also create many advantages for tour guides when guiding groups. A funny story, a humorous (harmless) analogy will help everyone feel much more comfortable. The above analysis is confirmed through research results.
In addition, other PCs were also rated as highly and relatively highly necessary by the research subjects, such as:
- Friendliness creates trust in customers ( P20 ): with an average score of 4.10 points (ranked 4/14; in which, tour guides ranked 3/14, tour operators ranked 5/14, and students ranked 7/14). This PC is demonstrated through style and attitude when interacting with customers.
- Dynamic ( P36 ):
With an average score of 4.07 points (ranked 5/11), this PC demonstrates the style and character of the tour guide. Therefore, the subjects rated it as highly necessary. Students ranked this PC 2/14; Tour Guide ranked 7/14; Tour Guide ranked 9/14.
- Proper behavior ( P37 ):
With an average score of 4.01 points (ranked 6/11; in which, tour guides ranked 4/14, tourist attractions ranked 8/14; students ranked 10/14). This is a demonstration of a mature and calm demeanor in handling situations in tourism activities. Besides being cheerful, friendly, and humorous when interacting, a proper demeanor is a way to demonstrate one's mettle.
- Honesty ( P23 ):
PC represents objectivity, always accurately reflects what happens in reality, without distorting or falsifying the truth. This is also the PC that represents the qualifications of HDVDL. This PC has a required score of 3.98 points (ranked 7/14; in which KDL ranks 7/14, SV ranks 9/14, HDVDL ranks 10/14).
- Sense of humor (P24):
This is a PC that shows charm in each story told, in the way the tour guide communicates with tourists. This PC has a rating of 3.93 points (ranked 8/11: SV ranked 6/14, KDL ranked 9/14, HDVDL ranked 13/14).
- Planning ( P15 )
PC demonstrates the ability to plan and arrange fully and accurately in terms of purpose, content, method, means, time, location, etc. for the work during the operation. This PC achieved 3.92 points (rank 9/14; in which, HDVDL ranked 6/14, KDL ranked 10/14, SV ranked 11/14).
- Spirit of endurance ( P28 ):
The tour guide's job requires staying up late, waking up early, and sometimes receiving complaints and criticism from customers without knowing why. There are times when guiding customers to wild and dangerous places for a long time, without family around, so the tour guide easily falls into a state of confusion, fatigue and depression. The customer's evaluation score for this PC is 3.79 points (ranking 10/11: HDVDL ranked 9/14, KDL ranked 13/14, SV ranked 13/14).
- Patience (P33):
This PC is demonstrated through a patient attitude when interacting with customers. With the motto "Customer is above all", sometimes tour guides must know how to control their emotions when faced with excessive demands from customers or customers' sarcasm. "Patience" achieved an average score of 3.76 points (ranked 11/14; in which, tour guides ranked 11/14, and students and tour operators ranked 12/14).
- Independence (P40):
Depending on the size of the group, the travel agency can arrange the number of tour guides. However, normally, 1 tour guide will be responsible for the work from planning, arranging time, and specific programs to create comfort, attraction and make a real impression on all members of the group, which is decided by the tour guide's ability to work independently. Therefore, this PC is also rated as having a necessary level of 3.72 points (rank 12/14: KDL ranked 11/14, tour guide ranked 12/14, student ranked 14/14).
Thus, the PCs belonging to the Will - Personality of the tour guide are the typical PCs that show the attitude and feelings of the tour guide in professional activities that are evaluated by students, tour guides and tour operators at a high level of necessity (14 PCTLs mentioned in Table 2.7 are all basic PCTLs of the tour guide). The PCs that stand out are: High sense of responsibility, Dedication to work, Politeness with customers, Thoughtfulness with customers, Cheerfulness, liveliness, Friendliness that creates trust in customers, Dynamic, ....
2.3.2.4. Compare the assessments of 3 groups of subjects on the necessity of 31 basic PCTLs (Table 1, Appendix 2).
To examine whether the evaluation of the three groups of subjects on the identified basic PCTLs corresponds to each other, thereby providing more basis to confirm the reliability of the research results, we used the Anova variance analysis method for the average evaluation scores of the three groups of subjects on the 31 selected PCTLs to test whether or not there is a difference between the groups of subjects on the research issue. Accepting a reliability of 95% (α = 0.05), the test results were: P3, P5, P6, P7, P9, P12, P13, P14, P16, P17, P19, P20, P23, P24, P25, P26, P27, P28, P29, P33, P34, P36,
P37, P40, P42 were evaluated by three groups of subjects almost identically, corresponding to each other (P ≥ 0.05). The remaining 6 PCs: P1, P10, P11, P15, P31, P38 were evaluated by three groups of subjects with different levels of awareness (P < 0.05). Specifically:
- P1: Love for the homeland : The lowest student group rated only 3.87 points, the tourist group rated this PC at a necessary level of 4.24 points, the highest was the tour guide with a score of 4.29 points. This has an objective reason because the tour guide has more practical experience so he has a clearer assessment than the student group. Although there is a difference between the groups, the student group's rating is also relatively high, so the difference does not have much impact.
- P10: Good language ability: This PC was rated highest by HDVDL, with an average score of 4.52 points; KDL rated it at 4.38 points, and students rated it at 4.23 points. The difference between the scores is small so it does not have much impact. This PC was ranked as the most important by all 3 groups of subjects.
P11: Good listening ability : Student group rated PC at 4.09 points; KDL rated 4.38 points; the highest rating was from HDVDL group at 4.43 points. The difference is not high so it does not affect much.
- P15: Planning: The student group rated this PC as having an average score of 3.78 points, the tour guide rated it higher at 3.87 points; meanwhile, the tour guide rated it the highest: 4.11 points. The rating difference was significant, but the student rating was also high, this PC was still ranked in the most important group.
- P31: Respect for the law: Students rated at the lowest level: 3.92 points; HDVDL rated at the level: 4.18 points; KDL rated at the highest level: 4.25 points. There is a difference between the scores but it is still within the acceptable range so it does not affect the evaluation of this PC much.
- P38: Respect for the profession: This PC was rated by students at 3.94 points; tour guides at 4.28 points; tour operators at 4.01 points. According to the assessment of all 3 groups of subjects, tour guides are still the group with the highest level of assessment for PCs. The same goes for "Respect for the profession". Although there is a difference, it still does not affect the final results of the groups much.
If comparing the evaluation of the three groups of subjects according to each PC group (charts 2.1; 2.2; 2.3), it can be clearly seen that the difference in evaluation scores between the subjects is mostly random, specifically the Will - Personality PC group is evaluated as the group with the least difference (only one PC P15 has a significant evaluation score); then the Intellectual - Ability PC group (2 PCs 10, 11 have a significant evaluation score); the Ethics PC group has the most different evaluation scores (3 PCs 1, 31, 38 have significant evaluation scores), but the important thing is that although there is a difference in evaluation scores between the three groups of subjects, all evaluation scores are at a high level, meaning that all PCs are highly evaluated in terms of necessity for HDVDL.
Chart 2.1
Chart 2.2
Chart 2.3
In summary , the evaluation between the three groups of subjects on the necessity of the 31 PCTLs mentioned above generally does not have a big difference, the PCs that are not evaluated accordingly also have a small difference and are all higher than 2/3 of the maximum score. That allows us to conclude that the 31 PCTLs above are all identified and assessed by all three groups of subjects as the basic PCTLs required for HDVDL. In which, the PCTLs belonging to the Intellectual - Ability PC group have the highest necessity level (4.18 points), the second is the Ethics PC group (4.09 points) and finally the Will - Personality PC group (4.01 points).
2.3.1.5. Results of comparison of PC groups according to survey parameters.
2.3.1.5.1. Results of comparison of PC groups by gender parameter.
Table 2.8 shows the difference in the level of awareness of the PCTL required by tour guides. The results show: Table 2.8: Comparison of PC groups by gender parameter
PCTL Group
Sex
Morality | Intelligence - ability force | Will – character way | ||
Male | TB | 4.18 | 4.23 | 4.06 |
Hierarchy | 2 | 1 | 3 | |
Female | TB | 4.00 | 4.13 | 3.97 |
Hierarchy | 2 | 1 | 3 | |
Total | TB | 4.09 | 4.18 | 4.01 |
Hierarchy | 2 | 1 | 3 |
Both sexes have the same assessment of the necessity of the 3 PC groups: Ethics, Intelligence - Ability and Will - Personality.
The hierarchy of necessity ratings for the PC groups is similar to the hierarchy of ratings for the entire sample.
The Ethics PC group has a higher difference than the other two PC groups in terms of male and female assessment of scores.
Through statistical processing, the results (Table 2.9) are statistically significant in the Ethics PC group. However, the significance level in this group with P = 0.025 is not high.
Table 2.9: Differences in significance between PC groups as assessed by males and females.
STT
Content | P | |
1 | The PCTL group belongs to ethics. | 0.025 |
2 | PCTL group belongs to intelligence - ability | 0.157 |
3 | PCTL group belongs to will - personality | 0.235 |
Tourism profession, especially tour guide is popular, attracting many young people to the profession in today's era. With passion, enthusiasm, knowledge base, progressive spirit and some necessary skills equipped, we will certainly reap many successes. Through collecting opinions of managers and tour guides working in the tourism industry and survey results show that there is a difference in the assessment of men and women on the necessity of the Ethical PC group, but this difference is not much.
In reality, more and more tour guides are gradually losing their image as “cultural ambassadors” due to their distorted concepts of life, illegal business dealings, forms of buying and selling, exchanging (both material and spiritual), etc., leading to disrespect for the tour guides themselves, disrespect for customers and disrespect for professional ethics.
Therefore, the difference between men and women in their perception of the necessary ethical PCTL is the basis for us to evaluate the selection, training and development of the HDVDDL team in recent years. From there, we have a method to adjust and develop this type of profession.
2.3.1.5.2. Results of comparing PC groups according to students' evaluation of schools .
Surveying over 100 students studying in the 4th year of HD major at two universities, Ton Duc Thang and Van Lang University (over 300 research subjects), we obtained the following results (Table 2.10):
Table 2.10: Comparison of PC groups according to students' evaluation of schools
PCTL Group
School
Morality | Intelligence - ability force | Will – character way | ||
Ton Duc Thang | TB | 4.11 | 4.26 | 4.10 |
Hierarchy | 2 | 1 | 3 |
TB | 3.89 | 4.01 | 3.88 | |
Hierarchy | 2 | 1 | 3 | |
Total | TB | 3.97 | 4.10 | 3.96 |
Hierarchy | 3 | 1 | 2 |