(LUẬN văn THẠC sĩ) perceptions of vietnamese tour guides’ communication styles by western tourists

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES HOÀNG THỊ THANH PERCEPTIONS OF VIETNAMESE TOUR GUIDES’ COMMUNICATION STYLES BY WESTERN TOURISTS (QUAN ĐIỂM CỦA KHÁCH DU LỊCH PHƯƠNG TÂY VỀ PHONG CÁCH GIAO TIẾP CỦA HƯỚNG DẪN VIÊN VIỆT NAM) M.A MINOR THESIS Field: English linguistics Code: 60220201 HANOI – 2016 TIEU LUAN MOI download : skknchat@gmail.com VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES HOÀNG THỊ THANH PERCEPTIONS OF VIETNAMESE TOUR GUIDES’ COMMUNICATION STYLES BY WESTERN TOURISTS (QUAN ĐIỂM CỦA KHÁCH DU LỊCH PHƯƠNG TÂY VỀ PHONG CÁCH GIAO TIẾP CỦA HƯỚNG DẪN VIÊN VIỆT NAM) M.A MINOR THESIS Field: English linguistics Code: 60220201 Supervisor: Prof Nguyễn Hòa HANOI - 2016 TIEU LUAN MOI download : skknchat@gmail.com DECLARATION I hereby, certify the thesis entitled ―Perceptions of Vietnamese tour guides’ communication styles by Western tourists‖ is the result of my own work as the requirement for the Degree of Master of Arts at University of Languages and International Studies, Vietnam National University, Hanoi The thesis has not been submitted for any degree at any other universities or intuitions I agree that the origin of my paper deposited in the library can be accessible for the purposes of study and research November, 2016 Hoang Thi Thanh I TIEU LUAN MOI download : skknchat@gmail.com ACKNOWLEDGEMENT I would like to show my gratitude to all those who gave me the possibility to complete this thesis I would like to give my sincere thanks to the Faculty of Post-Graduate Studies, ULIS, VNU for giving me permission to commence and go ahead with this M.A thesis and to use departmental data I am deeply indebted to my supervisor, Prof Nguyễn Hòa, whose encouragement, guidance and support enabled me to develop an understanding of the subject and to accomplish the final version of the thesis as expected This thesis would not be possible were it not for my lecturers in the M.A course, namely Prof Dr Hồng Văn Vân, Assoc Prof Lâm Quang Đơng, Assoc Prof Dr Lê Hùng Tiến, Prof Nguyễn Quang, Dr Nguyễn Thị Minh Tâm, Dr Nguyễn Huy Kỷ, Assoc Prof Ngơ Hữu Hồng, Assoc Prof Lê Văn Canh, Dr Huỳnh Anh Tuấn, Dr Đỗ Thị Thanh Hà and Dr Mai Thị Loan I would like to thank them for their interesting lectures, devotion, assistance and valuable hints Especially, I owe my deepest gratitude to my parents whose endless love and encouragement helped me finish this work Lastly, I offer my regards and blessings to all of those who supported me in any respect during the completion of the study II TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists ABSTRACT The research firstly scrutinizes the perceptions by Western tourists of their ideal tour guide to find out what they expect from local tour guides As the next phase, the communication style assessment process was carried out to explore the communication styles of the Vietnamese tour guides perceived by the tourists These styles are then collated with the levels of satisfaction to unfold the relationship between them Thanks to the mixed methods of qualitative and quantitative with the use of questionnaire survey and unstructured interviews, the research records the presence of three out of four communication styles among the Vietnamese tour guides, namely Reflective, Emotive and Supportive which are perceived by the Western tourists The visual statistic shows that of the three communication styles, tour guides of the Emotive style achieve a much higher level of satisfaction in compared with the other two III TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists TABLE OF CONTENTS DECLARATION I ACKNOWLEDGEMENT II ABSTRACT III LIST OF FIGURES VI LIST OF TABLES VI CHAPTER 1: INTRODUCTION 1.1 RATIONALE 1.2 PURPOSE OF THE STUDY 1.3 RESEARCH QUESTIONS 1.4 SIGNIFICANCE OF THE STUDY 1.5 SCOPE OF THE STUDY 1.6 DESIGN OF THE STUDY CHAPTER 2: LITERATURE REVIEW 2.1 TOURISM IN VIETNAM 2.1.1 An overview of Vietnamese tourism status 2.1.2 Tour guides in Vietnam 2.1.2.1 Tour guide’s position in tourism development 2.1.2.2 An overview of tour guide jobs in Vietnam 2.2 INTERCULTURAL COMMUNICATION 2.2.1 What is Culture? 2.2.2 Perception 11 2.3 COMMUNICATION STYLES 12 2.3.1 Communication style review 12 2.3.2 Communication-style model 13 2.3.2.1 The Dominance Continuum 13 2.3.2.2 The Sociability Continuum 14 IV TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists 2.3.2.3 2.4 Four Styles of Communication 15 REVIEW OF RELATED WORKS 20 CHAPTER 3: RESEARCH METHODOLOGY 25 3.1 Participants 25 3.2 Research methods 25 3.3 Data gathering instruments 26 3.4 Procedure 26 CHAPTER 4: FINDINGS AND DISCUSSIONS 29 4.1 Population of the study 29 4.2 Perceptions of Vietnamese tour guides’ communication styles by Western tourists 31 4.2.1 Statistical description of the customers’ satisfaction 31 4.2.2 Perceptions of Vietnamese tour guides’ communication styles by Western tourists 32 4.2.3 Relationship between Vietnamese tour guides’ communication styles and tourist satisfaction 36 4.2.4 Participants’ comments and interviews 39 CHAPTER 5: CONCLUSION 42 5.1 RECAPITULATION 42 5.2 CONCLUSIONS 43 5.3 IMPLICATIONS OF THE STUDY 45 5.4 LIMITATIONS OF THE STUDY 46 5.5 SUGGESTIONS FOR FURTHER STUDIES 47 REFERENCES i APPENDIX 1: SURVEY QUESTIONNAIRE vii Section : Survey about Vietnamese tour guides vii APPENDIX 2: INTERVIEW TRANSCRIPTIONS ix V TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists Heyman, S (1996) The influence of cultural individualism-collectivism, self construals, and individual values on communication styles across cultures Human Communication Research, 22: 510-543  Hitchcock, M., King, V T., & Parnwell, G (Eds.) (1993) Tourism in South- East Asia Honolulu, HI: University of Hawaii Press  Hoang, N L (2015) The impacts of tour guide performance on foreign tourist satisfaction and destination loyalty in Vietnam (Doctoral dissertation) University of Western Sydney  Holtbrugge, D., Weldon, A & Rogers, H (2012) Cultural determinants of email communication styles International Journal of Cross Cultural Management, 13(1): 89-110  Howard, T., Jacobson, K L & Kripalani, S (2013) Doctor Talk: Physicians' Use of Clear Verbal Communication Journal of Health Communication  Hsu, C.H (2003) Mature Motor-Coach Travellers’ Satisfaction: A Preliminary Step toward Measurement Development Journal of Hospitality and Tourism Research, 20 (10): 1-19  Huang, S and Weiler, B (2010) A review and evaluation of China’s quality assurance system for tour guiding Journal of Sustainable Tourism, 18 (7): 845860  Huang, Y (2011) Chinese Tour Guides’ Strategies in Intercultural Communication—Implications for Language Teaching and Tourism Education Journal of Language Teaching and Research (2): 146-150  Huh, J., Uysal, M., McCleary, K (2006) Cultural/Heritage Destinations: Tourist Satisfaction and Market Segmentation Journal of Hospitality and Leisure Marketing, 14 (3): 81-99  Jandt F E (2001) Intercultural Communication: An Introduction Thousand Oaks: Sage  Johnson, D W (2005) Reaching Out: Interpersonal Effectiveness and Self- iii TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists Actualization, 9th ed Boston: Allyn & Bacon  Johnson, S D., & Bechler, C (1998) Examining the relationship between listening effectiveness and leadership emergence: Perceptions, behaviors, and recall Small Group Research, 29: 452-471  Keteyian, R V (2011) Understanding Individual Communication Styles in Counseling The family journal: Counseling and Therapy for Couples and Families 19 (1): 90-95  Klopf, D W., & Park, M (1982) Cross cultural communication: An introduction to the fundamentals Seoul: Hanshin Publishing Co  Kozak, M., Bigne, E.& Andreau, L (2004) Satisfaction and Destination Loyalty: A Comparison between Non-Repeat and Repeat Tourists Journal of Quality Assurance in Hospitality and Tourism, (1): 43-59  Li, M & Mao J (2015) Hedonic or utilitarian? Exploring the impact of communication style alignment on user’s perception of virtual health advisory services Journal of Information Management, 35: 229-243  Manning G L., Ahearne & M Reece B L (2012) Selling Today - Partnering to Create Value Pearson Education Inc  Noller, P., & White, A (1990) The validity of the Communication Patterns Questionnaire Psychological Assessment, 2: 478-482  Norton, R W (1983) Communicator Style: Theory, applications, and measures Beverly Hills, CA: Sage  Notarantonio, E M., & Cohen, J L (1990) The effects of open and dominant communication styles on perceptions of the sales interaction Journal of Business Communication, 27: 171-184  Oliver, R., (1981) Measurement and Evaluation of Satisfaction Process in Retail Settings, Journal of Retailin 57 (2): 29-30  Rabotic, B (2011) American tourists’ perceptions of tourist guide in Belgrade UTMS Journal of Economics, 2(2): 151-161 iv TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists  Ritchie, L D., & Fitzpatrick, M A (1990) Family communication patterns— Measuring intrapersonal perceptions of interpersonal relationships Communication Research, 17: 523-544  Roca, G R (2012) In Quest of Tourist Guides' Work Improvements Comparative Study between Tourist Guides in Catalonia (Spain) and Norway (Master thesis) Retrieved from Universitetet I Stavanger  Samovar, L A., & Porter, R E (1997) Intercultural communication: A reader (eighth ed.) Belmont, Ca: Wadsworth Publishing Company  Teas, R.K (1994) Expectations as a Comparison Standard in Measuring Service Quality: An Assessment of a Reassessment, Journal of Marketing, 58 (1): 132-139  UNTWO (1995) Collection of tourism expenditure statistics: Technical manual Madrid, Spain: World Tourism Organisation  Truong, T H and Foster, D (2006) Using HOLSAT To Evaluate Tourist Satisfaction At Destinations: The Case Of Australian Holidaymakers In Vietnam Tourism Management, 27: 842-855  Truong, T H and King, B (2009) An Evaluation Of Satisfaction Levels Among Chinese Tourists In Vietnam International Journal of Tourism Research, 11: 521-535  Wang, M M., Brislin, R., Wang, W., Williams, D., & Chao, J H (2000) Turning bricks into jade: Critical incidents for mutual understanding among Chinese and Americans Yarmouth, ME: Intercultural Press  William, S., Weinman, J & Daleb, J (1998) Doctor-patient communication and patient satisfaction: A review Family Practice, 15(5): 480-492 v TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists VIETNAMESE  Đỗ Hữu Châu (2009) Đại cương ngôn ngữ học NXB Giáo dục  Hoàng Anh & Vũ Kim Thanh (1995) Giao tiếp sư phạm NXB Giáo dục  Hữu Đạt (2009) Đặc trưng ngơn ngữ giao tiếp văn hóa tiếng Việt NXB Giáo dục  L.Q.V (2015) Du lịch Việt làm để đón khách Tây Retrieved from http://news.zing.vn/du-lich-viet-lam-gi-de-don-khach-tay-post554611.html  Nguyễn Thị Bình (2013) Văn hóa giao tiếp sinh viên trường Đại học Tây Nguyên Retrieved from http://truongthongtuan.com/truong-thong-tuan-de-tainckh-van-hoa-giao-tiep-cua-sinh-vien-truong-dai-hoc-tay-nguyen/  Phan Đông Nhựt (2016) Hướng dẫn viên du lịch – Thực trạng định hướng nghề nghiệp Tạp chí du lịch Thành phố Hồ Chí Minh Retrieved from http://tcdulichtphcm.vn/home/index.php/su-kien-du-lich/van-de-trao-doi/5423huong-dan-vien-du-lich-thuc-trang-va-nhung-dinh-huong-nghe-nghiep  T.P (2014) Nhìn nhận phát triển du lịch Việt Nam Tổng cục du lịch Việt Nam Retrieved from http://vietnamtourism.gov.vn/index.php/items/15994  P.V (2016) Nỗi lo nguồn nhân lực ngành du lịch Thời báo kinh tế Sài Gòn Retrieved from http://www.baokhanhhoa.com.vn/du-lich/201601/noi-lo-venguon-nhan-luc-cua-nganh-du-lich-2420485/  Thanh Tâm (2016) VNAT welcomes FAM trip delegation from Western European countries Retrieved from http://vietnamtourism.gov.vn/english/index.php/items/11071  VTCTube (2016) Khách Tây “chê” hướng dẫn viên du lịch Việt Retrieved from https://www.youtube.com/watch?v=3xmWtOBO8qI&feature=share vi TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists APPENDIX 1: SURVEY QUESTIONNAIRE Section : Survey about Vietnamese tour guides When thinking about your tour guide in Vietnam, how you feel about him/her? ☐ Very satisfied ☐ Satisfied ☐ Neutral ☐ Dissatisfied ☐Very dissatisfied If there is something that makes you not satisfy with him/her, please indicate why: ……………………………………………………………………………………… ………………………………………………………………… Following are some words to describe your tour guide’s ways of expressing emotions There are slashes on each continuum showing the level of each description Please check the slash you agree Following are some words to describe your tour guide’s behavior towards other people There are slashes on each continuum showing the level of each description Please check the slash you agree vii TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists Section - Some information about yourself (for statistical purposes): Are you: ☐Male? ☐Female? How old are you? ☐Under 18 ☐ 18 – 25 ☐ 26 – 35 ☐ 36 – 50 ☐Above 50 What is your highest level of education? ☐ Student ☐Bachelor ☐Master ☐Ph.D ☐Others How often you travel? ☐A lot ☐Often ☐ Sometimes ☐Rarely ☐Never What is your nationality? Where was your last trip in Vietnam? _ Thank you very much for your time! viii TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists APPENDIX 2: INTERVIEW TRANSCRIPTIONS I = Interviewer P = Participant INTERVIEW (Question – Section 1) I: I can see you add a criteria here as ―authentic‖ Can you explain? P: Yes, because I think the local tour guide should show his original – or indigenous values when communicating with tourists But my tour guide used his nickname to introduce about himself I: Nickname? Is it Vietnamese name? P: No…his name is Thin (Thinh) But he called himself ―Tom‖ – a Western name That does not show his authenticity at all, and his honesty to us I: Thank you INTERVIEW (Question – Section 1) I: What you mean by ―more flexible?‖ P: Yes…our guide took us to the cave…but all the boat came there together on the same moment And then we did…ah…a quarter…fifteen minutes And there was no traffic jam So it would be a lot easier to enter the cave…but he said…No I: So you want him to wait for the crowd to disperse to enter the cave but he didn’t want, right? He is stuck to the program? P: Yes…He had the program…but he also had to adapt to the circumstances It’s flexibility ix TIEU LUAN MOI download : skknchat@gmail.com (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists (LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists(LUAN.van.THAC.si).perceptions.of.vietnamese.tour.guides’.communication.styles.by.western.tourists