THE IMPACT OF TOUR GUIDES\' PHYSICAL ATTRACTIVENESS, SENSE OF HUMOR, AND SENIORITY ON GUIDE ATTENTION AND EFFICIENCY

Abstract

In this study, we investigated whether tourists view attractive tour guides as more competent, humorous tour guides as more approachable, and experienced tour guides as more professional, and whether these three factors influence the effectiveness of tour guide interpretation. The results indicated that physical attractiveness and humor had additive effects on interpretation effectiveness when combined. Although some tour guides were not physically attractive, experience provided an additive effect on interpretation effectiveness. Thus, we recommend discarding stereotypes regarding physical attractiveness and improving education and training in humor for tour guides. Experienced tour guides wearing appropriate attire also increases interpretation effectiveness.