The Effectiveness of Psychological Qualities on Experience in Tour Guides

drinking, sleeping, entertainment for the group of guests. The assessment of the level of satisfaction of tourists shows that tourists have a high level of satisfaction with 35/50 opinions (accounting for 70%) for the tour guide's skills in managing the group of guests.

- Game organization skills: The current level is 2.43 points (high), ranked third out of 5 psychological qualities related to experience, ranked 4th out of 15 PCTL in tour guides. There are 268 opinions (accounting for 76.6%) that it is clearly demonstrated , 82 opinions (accounting for 23.4%) that it is normally demonstrated and no opinion that it is unclear ( Appendix 4, section 4.10 ). Through the assessment of the average level and percentage, it shows that most tour guides have clearly demonstrated their ability to organize games during the tour guiding process. Through the assessment of tourist satisfaction, it is shown that tourists have a high level of satisfaction (31/50, accounting for (62%) with the game organization skills of tour guides. Through interviews, we learned that "tour guides organize quite rich and diverse games in terms of game names and forms, organization methods and are enthusiastically responded by tourists (Tourist NVK in Cua Lo, Nghe An). "The games used by tour guides are always surprising, comfortable, fun and highly entertaining, so most tourists are very excited to participate" (PNM, SVHDDL, University of Culture).

- Professional knowledge of tour guides : The current level is 2.36 points (high), ranked fourth out of 5 PCTLs in experience, ranked sixth out of 15 PCTLs in tour guides. There are 267 opinions (accounting for 76.2%) that it is clearly demonstrated , 72 opinions (accounting for 20.5%) that it is normally demonstrated , and 11 opinions (accounting for 3.1%) that it is unclear ( Appendix 4, section 4.10 ). Thus, most tour guides have demonstrated good knowledge of the tour guide profession during the guidance process. Through the assessment of tourists' satisfaction with PCTLs on professional knowledge of tour guides, it shows that 29/50 opinions (accounting for 58%) are satisfied. Through interviews, some tourists also said: "The tour guide has very deep knowledge about tourist attractions, products, services, culture and customs of the local community where the tourist is located, so any related questions are answered very quickly and interestingly" (Tourist NHĐ in Cho Lon Saigon), "The tour guide has very good knowledge about geography, landscape, domestic and foreign tourist routes, history, culture, ethnology, so he can explain about national cultural identity, similarities and differences between Eastern and Western cultures, between the ethnic cultural regions of the country, customs and traditions".

customs, architectural practices, fine arts, traditional and modern religions, theater, music, famous people, educational science, the formation and construction process of a tourist destination, natural resources that the group of tourists passes through, so it is very interesting and attractive to listen to" (Tourists at Trang An, Ninh Binh).

However, there is still a large number of tourists who are not satisfied with the current knowledge of tour guides, 9/50 opinions (accounting for 18.3%). Explaining this reason through interviews with managers of travel companies, tourists learned: "Tour guides are new to the profession, so their general knowledge of economics, politics, culture, education, health, etc. is limited, even their knowledge of tourist attractions is quite sketchy and has not been invested in research and exploration" (Đ.MG, Dat Viet Tourism Company). "Some young tour guides rarely update new information on socio-economic issues, and are not knowledgeable in many areas that tourists are interested in, so they often only focus on introducing tourist attractions to tourists" (VBS tourists in Sam Son, Thanh Hoa).

- Situation handling skills: The current level is 2.30 points (average), ranked lowest among the 5 experience-related PCTLs, ranked 11th in PCTLs in tour guides. There are 113 opinions (accounting for 32.3%) that it is clearly expressed , 169 opinions (accounting for 48.3%) that it is normally expressed , and 68 opinions (accounting for 19.4%) that it is unclear ( Appendix 4, section 4.10 ). Thus, the ability to handle situations in tour guiding activities is currently at an average and low level, accounting for the majority. Through interviews with a number of students and tourists, this is also clearly shown: "When tourists argue with shop owners about increasing the price of food and drinks at tourist attractions, tour guides seem confused and cannot help tourists" (NTTr student, Hanoi University of Industry); “During dinner, a tourist asked the tour guide to explain why the dinner contract had 5 different seafood dishes but now there were only 4 dishes. The tourist asked the restaurant owner, they said the tour guide only ordered those 4 dishes. At that time, the tour guide just smiled and pretended not to hear, making the customer very disappointed (SV TTH, University of Culture). “The tour guide was guiding a group of tourists on a tour from Hanoi to Lao Cai, using the company's tour bus, but when they arrived at a tourist destination in a minority area in Lao Cai, there was a heavy rain that flooded the wheels, the car broke down and couldn't move, and the phone call lost signal, and at this time the distance to the tourist destination and the accommodation was still far. The tour guide appeared confused, sweating profusely, his limbs trembling, his face dark, and he stuttered, making the customer very disappointed.

Tourists had a scare (NTT tourists, at a tourist spot in Lao Cai). 27/50 comments (accounting for 54%) of tourists rated it as normal and less satisfied.

Based on the data in Table 3.14, use Spearman's formula to calculate the correlation coefficient between the opinions of managers, tour guides, and students about the current level of PCTL in the experience of tour guides ( Appendix 4, section 4.36 ).

The results obtained showed quite tight correlation coefficients. That means that although the opinions on the level of performance of the PCTLs in the experience of HDVDL differed in the level of performance, in each PCTL of personality, they were generally relatively consistent.

* Subjects' evaluation of the level of performance of the PCTL group depends on the experience in terms of variables.

- The assessment of the subjects on the level of performance of the PCTL group on experience by location, gender, seniority, training level (see appendix). The results showed that there was no significant difference in the mean score of the PCTL group on experience by location (t = 0.321; p = 0.249), gender (t = 0.571; p = 0.711), training level (t = 0.142; p = 0.424) ( Table of Contents 4, section 4.15 ).

3.2.3.3. The effectiveness of psychological quality groups on experience in tour guides

Table 3.15. Evaluation of the effectiveness of the PCTL group in terms of experience

Object

PCTL expression

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Table 3.15 shows that the subjects' assessment of the level of effectiveness of PCTL in experience at HDVDL is high (2.44 points). The average score of the level of effectiveness of this group of qualities at CBQL, HDVDL and SVHDDL has little difference.

different and all at a high level. However, the assessment of the average score in each manifestation of PCTL belonging to experience in HDVDL has different rankings. Specifically: The psychological quality of "tour guide skills" ranked highest (2.63 points) in the group of qualities belonging to experience, ranked 1st out of 15 PCTL in HDVDL. There were 335 opinions (accounting for 95.72%) that considered it highly effective , 15 opinions (accounting for 4.28%) that considered it moderately effective and no opinion that considered it ineffective ( Appendix 4, section 4.17 ). Thus, the psychological quality of "tour guide skills" in

Practice has brought high efficiency in HDVDL's guidance activities.

The psychological qualities ranked 2nd, 3rd, 4th in experience are “tour group management skills”, “game organization skills”, “tour guide professional knowledge”. These psychological qualities all have relatively high average scores of 2.47, 2.45, 2.36 points respectively. This reflects that in practice, the skills of managing tour groups, game organization skills, and tour guide professional knowledge have been and are being used effectively by tour guides.

Psychological quality of "situational handling skills" ranked lowest with 2.29 points in the group of experience qualities, ranked 12th out of 15 PCTL in HDVDL. There were 127 opinions (accounting for 36.28%) that considered it highly effective , 152 opinions (accounting for 43.42%) that considered it moderately effective and 71 opinions (20.28) that considered it ineffective ( Appendix 4, section 4.17 ). Thus, PCTL on "situational handling skills" in practice has not brought high efficiency in the guiding activities of HDVDL but is only at an average level of effectiveness. The confidences of tour guides will explain this: "In tour guiding, tour guides always have to face countless situations that need to be handled such as: guests arriving later than the announced time; lost luggage of guests; vehicle breakdown on the way to pick up guests; changes in the number of groups of guests; guests get lost in the reception area; changes in rooms; changes in time; payment problems;... therefore, it is not easy for tour guides to always handle situations quickly, accurately, and effectively" (TVM, tour guide of Phuong Hoang Trading and Tourism Company Limited).

Based on the data in Table 3.15, use Spearman's formula to calculate the correlation coefficient between the opinions of managers, tour guides, and students about the effectiveness of the PCTLs in the experience in the tour guide ( Appendix 4, section 4.37 ).

The results obtained showed relatively strong correlation coefficients between the effectiveness of the empirical PCTLs in HDVDL. This means that the opinions on the effectiveness of the empirical PCTLs in HDVDL, although different,

vary in the degree of effectiveness of each specific quality but are generally relatively consistent.

- Using Independent Samples Test to examine the difference in the effectiveness of the PCTL group according to experience by location, gender, training level, seniority, training level ( Appendix 4, section 4.20 ). The results show that there is no significant difference in the average score of the effectiveness of the PCTL in the HDVs considered by the location (t = 0.134; p = 0.451), (t = 0.127; p = 0.138), (t = 1.102; p

= 0.872), (t = 0.443; p = 0.162).

In summary , the group of experiential PCTLs in HDVDL has a high level of effectiveness. The evaluation of the subjects has little difference in the average score of the effectiveness of the experiential PCTLs. There is a significant difference in the average score in each experiential PCTL. There is no significant difference between the experiential PCTLs according to location, gender, seniority, and training level.

* Compare the necessity, performance and effectiveness of psychological quality groups in terms of experience

Table 3.16. Necessity, performance and effectiveness of PCTL group on experience

PCTL

Table 3.16 shows that the average score of perceived necessity ( 2.83 points) has a relative difference between the level of expression (2.45 points) and the level of effectiveness (2.44 points). The difference between necessity and expression is (0.38 points). The difference between necessity and effectiveness is also quite large (0.39 points). The PCTLs in experience have similar levels of necessity, expression and effectiveness (ranked at a high level) as "tour guide skills"; "tour group management skills"; "organization skills"

The quality of “tour guide professional knowledge ” has the biggest difference between the level of necessity and the level of performance and the level of effectiveness, respectively 0.52 points and 0.52 points.

Using Spearman's rank correlation coefficient to calculate the correlation between the level of necessity, the level of expression and the level of effectiveness with the empirical PCTLs (Appendix 4, section 4.25). The results show that the PCTL on "tour guide skills" has a strong positive correlation with the level of necessity (r=0.859*, p<0.01); has a strong positive correlation with the level of expression (r=0.756*, p<0.01); has a strong correlation with the level of effectiveness (r=0.815*, p<0.01). That is, the psychological quality of "tour guide skills" has a high level of necessity, the level of expression and the level of effectiveness are also high.

The psychological quality of “tourist management skills” also has a relatively strong positive correlation with the level of necessity (r=0.423*, p<0.01); has a relatively strong positive correlation with the level of performance (r=0.547*, p<0.01); has a fairly strong correlation with the level of effectiveness (r=0.612*, p<0.01). This shows that the higher the awareness of the level of necessity of tour group management skills, the higher the level of performance and effectiveness.

Psychological qualities of “tourist management skills” also have a weak positive correlation with the level of necessity (r=0.133*, p<0.01); a weak positive correlation with the level of performance (r=0.232*, p<0.01); a weak positive correlation with the level of effectiveness (r=0.161*, p<0.01). This shows that the higher the awareness of the level of necessity of tour group management skills, the higher the level of performance and effectiveness.

2.88

2,362,36

2.95

2.66 2.63

2.69

2.4 2 3 . 45

2.93

2.3 2.29

2.72

2.48 2.47

3

2.5

Necessary

Demonstrate Effectiveness

2

1.5

1

0.5

0

1 2 3 4 5

Note: 1. Professional knowledge of tour guide 2. Tour guide skills

3. Game organization skills 4. Situation handling skills

5. Group management skills

Figure 3.3: Comparison of PCTLs in terms of experience at the necessary, expressive, and effective levels

In summary, in terms of average scores, there is a difference between the levels of necessity, expression, and effectiveness. Besides some PCTLs that have similarities in all three criteria of necessity, expression, and effectiveness, there are still some PCTLs that have relatively high differences. At the same time, some PCTLs have positive correlations when considering the levels of necessity, expression, and effectiveness.

3.2.4. The current status of the level of expression of psychological qualities of tour guiding style in tour guides

3.2.4.1. The necessity of the group of psychological qualities of tour guiding style in tour guides

Table 3.17. Assessment of the necessity of the PCTL group on HDDL style

Object

PCTL expression

Table 3.17 shows that the subjects rated the necessity of the PCTL group on the HDDL style at a high level (2.68 points). This reflects that the subjects all rated the manifestations of PCTL on HDDL as important in HDDL activities. In particular, there was an insignificant difference between the perception of managers, HDVDL and SVHDDL about the necessity of the PCTL group on the HDDL style.

Based on the data in Table 3.17, use Spearman's formula to calculate the correlation coefficient between the perceptions of managers, managers, and employees about the necessity of the PCTLs belonging to the management style of managers.

The positive correlation coefficient is quite strong. Thus, the opinions of managers, service providers, and service students on the necessity of PCTLs on service provider style of service providers, although different in some qualities, are generally relatively consistent.