THE BASIC PSYCHOLOGICAL QUALITIES OF TOUR GUIDE

VIETNAM ACADEMY OF SOCIAL SCIENCES Graduate acasemy of Social sciences PHI CONG MANH THE BASIC PSYCHOLOGICAL QUALITIES OF TOUR GUIDE Major Code : Psychology : 62 31 04 01 SUMMARY OF SPYCHOLOGY DOCTORAL THESIS hANOI – 2016 The thesis is completed at: Graduate Acasemy of Social sciences Scientific supervisors: Assoc., Prof, Ph.D., Mac Van Trang Reviewer 1: Assoc., Prof, Ph.D., Phan Trong Ngo Reviewer 2: Assoc., Prof, Ph.D., Nguyen Huu Thu Reviewer 3: Assoc., Prof, Ph.D., Tran Thi Minh Hang The thesis is defended in front of the thesis Council at: Vietnam Academy of Social Sciences At o’clock minute, date month year The thesis can be found at library: - Graduate Acasemy of Social sciences Library - National Library LIST OF SCIENTIFIC PUBLICATIONS IN RELATION TO THESIS Phi Cong Manh (2015), Tour guide and the necessary psychological qualities of this job, Journal of Social Psychology, volume 6/2015 Phi Cong Manh (2015), Actual status of basic psychological qualities of a tour guide, Journal of Social Psychology, volume 8/2015 Phi Cong Manh (2016), Consistent psychological qualities of tour guide students, Journal of Social Psychology, volume 1/2016 INTRODUCTION The urgency of the subject 1.1 The studies of the psychological qualities (PQs) which meet the requirements of tourism in general and tour guide (TG) in particular are limited 1.2 Identification of PQs of tour guide which meet the requirements of the guidance activity is matter of urgency set for the tour guide industry 1.3 Training facilities of tour guide, tour operators still less concern about the psychological qualities of the tour guide 1.4 Tour guides who are lack of psychological qualities of this profession have been left a bad image for tour operators and tourists With the above reasons, the study of the subject: "The basic psychological qualities of tour guide" is essential in both theoretical and practical significance which contribute to improve the working quality of tour guide The purpose of the study To study theory and practice of the basic psychological qualities of tour guide; propose a number of measures aiming to orientate and develop the basic psychological qualities compatible with this profession; contribute to improve the operational efficiency of tour guide Missions of the study 3.1 Building theoretical base of the basic psychological qualities of tour guide 3.2 Surveying and evaluating the actual status of expression level of the basic psychological qualities of tour guide 3.2 Studying practice and assessing the actual status of expression level of the basic psychological qualities of tour guide as well as the factors influencing those psychological qualities 3.3 Proposing a number of solutions and experiments with the aim of improvement of the basic psychological qualities of tour guide Object target of the research 4.1 Object of the research: - 50 managers and 150 tour guides working at the tour operators - 150 fourth-year students specialized in tour guide who are practicing at the tour operators - 14 tourists at a number of tourist attractions 4.2 Target of the research: Expression and level of basic psychological qualities of tour guide in tourism activity Scientific theory Tourguide is an interactive activity of people To implement this activity perfectly, tour guides need high level of psychological qualities on trend, personality, experience and style which meet the requirements of this profession But in fact, the performance and effectiveness of psychological qualities of tour guide are limited The most restrictions are love for this profession, enthusiasm in working with tourists, accountability with tour operators, tourists, ability to solve problems, lack of friendliness, openness These restrictions are affected by many factors, in which the most influential factor is the training and retraining of tour operators and self-training activities of tour guides There are many ways to improve the basic psychological qualities of tour guide, in which fostering method is appropriate and effective in practical conditions of tour guides in tour operators Scope of the research 6.1 Scope of research The study is conducted in a number of tour operators in Hanoi and Ho Chi Minh City In Hanoi city: Vietravel company; Dat Viet Touism company; Khat Vong Viet Tourism and Trading Co., Ltd; Redtour Hanoi Tourism Company In Ho Chi Minh City: Vietnam tourism and Media JSC; Saigontourist; Dat Nuoc Viet Tourism Service Co., Ltd; Phuong Hoang Tourism and Trading Co., Ltd In addition, the study is also studied the fourth-year students specialized in tour guide who are practicing at the tour operatos such as: Hanoi University of Industry; University of Social Sciences and Humanities;University of Culture 6.2 Content of the research The thesis focuses on study and determination of the basic psychological qualities of tour guide; assessment of necessary awareness level; level of performance, level of effectiveness of the basic psychological qualities of tour guide At the same time, influence and impact of the basic psychological qualities of tour guide are researched to improve some basic psychological qualities by fostering and training Research methodology research methods 7.1 Research Methodology: The study is carried out on the basis of underlying methodology principles of psychology such as: operation and communication principles; system approach principles; social – historical principles 7.2 Research methods: Document and writing research method; expert method; questionnaire method ; interview method; observation method; case study method (analysis of typical psychological portrait); experimental method; mathematical statistics method New contributions of the thesis 8.1 Theoretical contributions: Concepts, basic psychological qualities of tour guide and expression of these qualities are determined 8.2 Practical contributions: The thesis has assessed the specific expression levels of 15 basic psychological qualities of tour guide which belong to four aspects of basic psychological qualities (trend, personality, experience, style of tour guide) as well as subjective and objective factors which influence the basic psychological qualities of tour guide From the research theoretical and practical results, author has proposed a number of measures and possible recommendations to enhance the basic psychological qualities of tour guide The thesis is a useful reference for the research, selection, training and use of tour guide Structure of the thesis: Introduction Chapter 1: Theoretical fundamentals of the study in basic psychological qualities of tour guide Chapter 2: Organization and method of the research Chapter 3: Practical research result of basic psychological qualities of tour guide Conclusion Recommendation List of scientific publications related to thesis Reference Annex CHAPTER THEORETICAL FUNDAMENTALS FOR THE STUDY IN BASIC PSYCHOLOGICAL QUALITIES OF TOUR GUIDE 1.1 Overview of research on psychological qualities (PQs) and psychological qualities of tour guide 1.1.1 Overseas studies in psychological qualities associated with professional career - International research: PQs was studied in many different aspects by many foreign writers and considered with professional jobs such as: G.L.Mikhail (1994); A.P.Pollet (1995); J.F.Meyer (2011) Typical representatives in the field of management / leadership as: A.G.Côvaliôv(1976); G.Courtois (1990); S Ghoshal & A.Bartlett (1994) Typical representatives in the medical field there as: M.A.Simpson (1972); N.Đ.Lacoxina & G.C.Usacov (1984); J.D.Cue (1985); L.K.Benyamin (1987); J.T Sulval (1994); M.X Lebeđinxki & V.N.Myaxkishev (1996); Typical representatives in fields of education, teaching as: D.F Xamuilenco (1961); N.V.Cuzmina & V.A.Xlatvenin (1967); E.A.Climov (1974); N.V.Cudomina (1981); P.N.Gônôbôlin (1976) Typical authors in judicial as: A.G.Coovaliôv (1986); A.V.Đulôv (1975); M.I Enhikiev (1996); V.I Chupharôpxki (1997) Typical authors in milttary field as: M.V Phrunde (1980); Evđôkimôp (1982); V.A.Egorôp (1983) The research studies of some foreign authors have shown that every field of profession and carrer has its own feature Operation characteristics and requirements of jobs require each person to have PQs to meet the needs of the profession Also the activities themselves are conditions to format and develop PQs that the activity requires However, the majority of authors only raise necessary PQs for each professional field and less go into the theoretical basis of the proposals and determination the PQs The research results of foreign authors about PQs in professions have provided an important basis to help us orient in the process of this thesis - National research: In Vietnam, psychologists are interested in the field of professions rather late and have less work with some representatives such as: Tran Trong Thuy (1997); Mac Van Trang et al (1993) The field of psychological quality (PQ) research meets the needs of the career field has many authors, namely: In the field of education, there were some authors having PQ research of teachers, headmasters and managers such as: Lê Văn Hồng, Khăm Kẹo Vông Phi La, Nguyễn Thạc, Nguyễn Thành Nghị In the medical field, there were some authors having PQ research of doctos such as: Phạm Tất Dong, Nguyễn Sinh Phúc, Trần Ninh Giang, Nguyễn Văn Nhận,… Typical representatives in business as: Nguyễn Phương Anh, Nguyễn Thị Kim Phương, Chu Xuân Việt, Nguyễn Thị Tuyết,…The field of military psychology has some authors mentioning PQs in his work as: Nguyễn Ngọc Phú, Nguyễn Anh Chiến, Lê Đức Phúc, Nguyễn Đình Gấm, Chu Thanh Phong, Bùi Xuân Hoàn, Đinh Hồng Tuấn, Phùng Đức Quát, Nguyễn Mai Lan, Trương Công Am, Đỗ Văn Thọ,… Security sector have some authors as: Nguyễn Mai Lan (2000); Đỗ Văn Thọ (2003); Trương Công Am (2003) In the field of management reform for prisoners, some authors have mentioned PQs of Catholic officers in their work as: Nguyễn Hữu Duyên, Phạm Đức Duẩn, Lê Như Hoa, Đặng Thanh Nga, Nguyễn Văn Tập,… There are also some other authors such as Do Thi Hoa, Nguyen Thi Kim Luan, Nguyen Viet The, initially showed some PQ activity in some occupations such as drivers, sports athletes, teachers, school psychologists The authors below are pioneers of occupational psychological research in Vietnam They have great contribution on work career, recruitment, vocational training and employment in our country Thus, there are many national and international authors having PQ research in carrer Many research studies about PQs of employees in a number of professional fields such as business, medical, military operations, crime prevention activities, management/leadership, counsel, consulting, The study pointed out that the characteristics, nature, location and functions of the operation require that employees must have the corresponding qualities to have effective operattion Also, the operation help develop and perfect PQs that it reqires 1.1.3 The study of the psychological qualities of tour guides 1.1.3.1 The study of the psychological qualities of tour guides overseas A quality of tour guides was a research topic interested by some foreign authors as following: First is research on general qualities of tour guides in relationship with tourists with some typical writers as:C.F Wayne (1978); E Cohen (1985); E.C Fine & J.H Speer (1985); Y Xiao & Y Wu (2003); Zhang, H.Q., & Chow, I (2004) Second is research on general qualities of tour guides in meeting the requirements of tour operators with some typical writers as: Goerges Taylor (1995); A Boyle & A Arnott (2004); P Yang & C Shi (2007) Third is research on general qualities of tour guides paying attation on qualities to nations with some typical writers as: J.C Holloway (1981); S Liang (2006); H Kong (2007) Forth is research on general qualities of tour guides paying attation to styles and personality in tour giude with some typical writers: L Wang (1997); K Hughes (1991); R Black & S Ham (2005) 1.1.3.2 The study of the psychological qualities of tour guides in Vietnam In Vietnam, here is a new topic and has no system Vietnam There are some typical authors such as:: Đinh Trung Kiên (1999); Nguyễn Văn Đính - Phạm Hồng Chương (2000); Dương Thu Hà (2001); Nguyễn Hữu Thụ (2009); Đoàn Hương Lan (2010); Dương Đình Bắc (2012) They partly mentioned quite detailed information about general qualites that tour guides need to meet the needs of tour, but still not have a deep research project of PQs of tour guide in Vietnam In general, it might be said that there is no project and research about PQs of tour guide systematically Therefore, it is necessary to have full and systematical research on PQs of tour guide to meet the requirements of theory and practice 1.2 Utilizing the perspective of psychology researcher, K.K.Platonov on basic psychological qualities of the tour guide 1.2.1 Attitudes towards work and personality: An operational and personality perspective of K.K.Platonov has confirmed that work and occupational personality have strong dialectical relations and interdependence That is the fundamental point of view, is thought to be studied thoroughly in personal qualities in general and basic PQ of tour In particular, according K.K.Platonov, trends and experiences are two indispensable parts of basic PQ of carrer generally and of tour guides specificly 1.2.2 "Career Triangle"model of K.K Platonov and research orientation of general PQs of tour guide: "industrial triangle" model of K.K Platonov can be reflected as an approach to consider and define requirements of tour guide carrer and requirements of general PQ of tour guides in tour guide activites with labor market factors of tour guide sector in the country and internationally 1.3 Theory of basic psychological qualities 1.3.1 Quality Qualities are positive characteristics, attributes of individuals to meet the specific requirements of society and the individual provisions are different from other individuals Qualities are formed, developed through activities and personal communication, and govern the lives of individuals 1.3.2 Psychological quality In this thesis, we define: Psychological qualities are positive characteristics, attributes of individuals to meet the specific requirements of carrer and evaluated according to certain criteria, mainly including trends, personality, experience, work style Those qualities are formed, developed through the activity and communication, while the dominant communication activities and personal career 1.3.3 Basic psychological quality Basic quality psychological are positive psychological attributes of individuals to meet specific requirements of profession; there is the necessity, as expression and efficiency at a high level on the trend, personality, experience and work style; was formed, developed through activities and professional communication, and govern activities and communication of personal career 1.4 Theory of tour guide 1.4.1 Definition of tour guide In this thesis, we define: Tour guides are on behalf of tour operators taking responsibility for direct management, disclosures, operations, organization and ensuring safety of tourists in an agreed travel program to meet the requirements of visitors and perform business tasks 1.4.2 Function of tour guide In tour guide activites, tour guides undertake basic functions: organization function; Intermediary function; communication and promote function and translating function 1.4.3 Responsibility of tour guide Tour guides are responsible of: managing program activities as planning, ensureing quality and efficiency and representing the company in the implementation of the company's commitment to the tourists; Researching and understanding the travel programs by construction companies and suppliers of objects sightseeing; planning the program and all disclosures; building scripts along the way; Tour guides also have participated in the survey and construction of new tour; implementation tasks to welcome and farewell, transport, accommodation, meals, sightseeing, entertainment, notes and billing activities for delegations under the program; inspecting and controling services by the book… 1.4.4 Role of tour guide In work process, a tour guide have to undertake typical roles at the same time: waiter role, amateur maketing role, messenger role and travel security role 1.4.5 Characteristics of tour guide activites Characteristics of tour guide activites are consider in aspects about: impact object, operating purposes, environmental and operating conditions, operational tools and product operation 1.4.6 Requirements of tour guide activities Currently, there are some authors give opinions about operational requirements of tour guides activities such as: their professional knowledge; ethical qualities, style, capacity, health and appearance 10 2.2 RESEARCH METHODS 2.2.1 Method of documentary research: Collect and select domestic and foreign documents related to problems of basic psychological qualities of tour guide; analyze, synthesize and evaluate the extensive research on this issue, and then, built the rationale, design research tools and document used in the analysis, interpretation, reviews the results obtained from both practical and constructive methods to develop basic psychological qualities of tour guide 2.2.2 Expert method: Directly ask experts for ideas on each issue: Orienting to choose research’s perspective; engine concepts of the thesis; research tools and developing measures in basic psychological qualities of tour guide 2.2.3 Questionaire method: Question measure is the major one of study used to figure out some problem as: basic psychological qualities of tour guide; extent necessary, the level of expression; existing level of basic psychological qualities of tour guide; a number of factors affecting the basic psychological qualities of tour guide 2.2.4 Interview method: to collect, impplement, check and clarify the information that has been obtained from field surveys conducted on a large scale and at the same time learn the development of basic psychological qualities of tour guides after impacted 2.2.5 Observation method: Observing the expression levels of psychological qualities of the trend, personality, experience, style in actual operation, especially focusing on showing experience of psychological qualities (knowledge of tour guide carere, guidline skill, group management skill, game organization skills, problem-solving skill) and work style (flexible, devoted, cheerful, humorous, friendly and open) 2.2.6 Analyzing psychological portraits method: to highlight the basic psychological qualities of tour guide in some typical individuals, thereby better explain the situation in Chapter 2.2.7 Experimental method: to prove the scientific hypothesis: accountability for tour operators, loving tour guide carrer, problem solving skill, dedicated and thoughtful service, eager to work with visitors will be enhanced if they are fosterd, trained and regularly inspected and assessed work plans properly by management staff 2.2.8 Mathematical statistic method: To process, analyze data collected from the research methodology 11 CHAPTER 3: THE RESULTS OF PSYCHOLOGICAL QUALITY RESEARCH 3.1 General situation of psychological qualities of tour guide Table 3.1 The necessary extent, level of performance and efficiency level of psychological qualities Necessary extent Level of performance Efficiency level PSYCHOLOGICAL Average Standard Average Standard Average Standard QUALITIES Level Level Level point deviation point deviation point deviation Guided tour skill 2,95 0,81 2,66 0,80 2,63 0,71 Agility, flexibility 2,90 0,82 2,57 0,86 2,61 0,81 style Delegations 2,72 0,76 2,48 0,79 2,47 0,59 Management skill Organizational game 2,69 0,71 2,43 0,73 2,45 0,64 skill Operational calculation in 2,87 0,75 2,38 0,56 2,40 0,56 planning guidance Perseverance in work 2,62 0,69 11 2,38 0,56 2,39 0,55 Desiring to enhance the professional 2,74 0,68 2,36 0,57 2,37 0,57 qualification and major Guided tour 2,88 0,83 2,36 0,58 2,36 0,62 knowledge Fun,humor 2,60 0,74 12 2,35 0,70 2,35 0,67 Friendliness, openness 2,67 0,67 2,34 0,60 2,34 0,57 10 Accountability with tour operators, tourists Ability to solve problem 2,50 0,57 15 2,31 0,70 12 2,31 0,62 11 2,93 0,86 2,30 0,81 13 2,29 0,71 12 Attentive dedicated 2,58 0,64 13 2,28 0,66 11 2,27 0,65 13 2,56 0,71 14 2,28 0,66 14 2,26 0,55 14 2,64 0,64 10 2,25 0,70 15 2,24 0,61 15 service, Eager to work with visitors Guided tour passion 2,72 0,72 1 X  2,37 0,69 1 X  2,38 0,61 1 X  According to Table ,it can be seen the necessary extent, level of performance and efficiency level of psychological qualities guided tour average points have significant differences To be specific, the necessary extent average points is higher than the level of performance and efficiency level of psychological qualites guided tour average points This thing reflects on 12 objectivity that can be known clearly about how important of psychological qualites in papers is but not in reality So, tour guide may deeply understand about the necessary of duty,request, qualities as well as ability for guideline activities but tour guide may feel struggling when he guides actual delegations.Therefore, the actual result is lower than expectation In psychological qualities above ,there are some psychological qualities similar to high average point among necessary extent, level of performance and efficiency level such as: psychological qualities in “guided tour skill” (rank no.1) psychological qualities in “agility, flexibility style”(necessary extent :level3; level of performance :level 2; efficiency level:level 2); psychological qualities in “delegations management skill”( necessary extent :level l7; level of performance :level3; efficiency level:level 3); However, there are some psychological qualities similar to low average point among necessary extent, level of performance and efficiency level such as: psychological qualities guided tour passion(necessary extent :level10; level of performance :level15; efficiency level:level15); psychological qualities in “eager to work with visitors” (necessary extent :level 14; level of performance :level 14; efficiency level:level 14);… This can be reflected that tour guide nowadays,besides some standard psychological qualities which adapt to guideline actitivies yet there are still some limitation psychological qualities Hence, tour operators must take care and give solutions to solve some limitation psychological qualities that still exist in tour guide staffs who are working in company currently.Through out the comparative results above, it can be seen that tour guide is now concerning about skills, style rather than trends, characters in guided tour Through the observing of tour guide in actual activities we also find the consistent results compare to results above relatively For example, the most tour guides have guided tour competently; effective elegations management skill,style is very agile, flexible, excellent organizational game skill so that delegations who take part in feel excited, exalted and they follow special events under disciplinary guidelines very seriously - that were planned earlier However, when tour guides have conversation they actually not want to stick with guided tour job The similar results are also found according to tourists’s interview,tourist N.V.G(Quang Ninh) said:All delegations know the tour guide’s strenghs are guided tour ability, agility, flexibility style, ability to attract tourists by the game, working under the program agree… but the weaknesses are handling unexpected situations skill , the attentive dedicated investment for all notes, devotion, responsibility for delegations Using the correlation coefficient Spearman to rank the correlation to interoperability among necessary extent , level of performance and efficiency level of psychological qualites of tour guide.The results show necessary extent and level of performance correlated but loose (r = 0,235**, p[...]... tour guide; performance level of the basic psychological qualities of tour guide; effectiveness level of the basic psychological qualities of tour guide; some factors impact on the basic psychological qualities of tour guide 2.1.3 Period 3: Proposing solutions to develop basic psychological qualities of tour guide * Purpose of research: Based on basis of theorical and practical basic psychological qualities. .. psychological qualities of tour guide Stage 2: Studying sctual status of basic psychological qualities of tour guide Stage 3: Proposing impact solutions to develop basic psychological qualities of tour guide Stage 4: Impact experiment to develop basic psychological qualities of tour guide 2.1.1 Stage 1: Building theoretical base of basic psychological qualities of tour guide Building theoretical base for the. .. developing measures in basic psychological qualities of tour guide 2.2.3 Questionaire method: Question measure is the major one of study used to figure out some problem as: basic psychological qualities of tour guide; extent necessary, the level of expression; existing level of basic psychological qualities of tour guide; a number of factors affecting the basic psychological qualities of tour guide 2.2.4 Interview...8 1.5 Basic psychological qualities of tour guide 1.5.1 Definition of basic psychological qualities of tour guide In this thesis, we perceive that: the basic psychological qualities of tour guides are positive psychological attributes of tour guides to meet job requirements of tour guide activities; there are necessity, expression and efficiency at a high level on the trend, personality,... process of the thesis and from theoretical framework, establishing the leading point of the thesis in the study of the basic psychological qualities of tour guide 9 2.1.2 Stage 2: Researching actual status of basic psychological qualities of tour guide * Official research form: Objects participating in the official survey is 350 The study distribution is shown in Table 2.1 Table 2.1 Allocation of research... through tour guide activities and professional communication, and govern activities and communication of tour guide 1.5.2.Components create basic psychological qualities of tour guide Based on functions, tasks, roles, operational characteristics of tour guide, we define the constituent components of basic psychological qualities of tour guide including: Psychological qualities of trend group: (1) love tourist... with tour operators, tourists” .The reasons of lacking of accountability with tour operators, tourists” of tour guide are loose management, lacking of direct supervision Using the correlation coefficient Spearman to calculate the relative among the extent necessary, the level of performance and the level of efficiency psychological qualities group ‘s characters The results show the psychological qualities. .. Viet Tourism Company; 3 Khat Vong Viet Tourism and Trading Co., Ltd; 4 Hanoi Redtour Tourism Company; 5 Vietnam Tourism and Media JSC; 6 Saigontourist; 7 Dat Nuoc Viet Tourism Service Co., Ltd; 8 Phuong Hoang Tourism and Trading Co., Ltd * Content of research: To clarify basic psychological qualities of tour guide, basic contents are studied: necessary level of the basic psychological qualities of tour. .. points psychological qualities in guided tour qualities in necessary extent, level of performance, level of efficiency criterias.Furthermore, there are still some similar points psychological qualities in guided tour qualities in necessary extent, level of performance, level of efficiency *The relationship between psychological qualities group and tour guide Considering the correlation between psychological. .. each tour guides themselves aware of basic psychological qualities clearly so that they can practice to enhance the requirement psychological qualities of their jobs - Solution 2:Organizing self tour guides’s practicing psychological qualities : Each tour operators themselves organize self tour guides’s practicing such as: Professional guideline bookcases,updating new documents for tour guides selfstudy;