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Assessing Key Tour Guide Competences to Co-Create Memorable Tourism Experiences

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Assessing Key Tour Guide Competences to Co-Create Memorable Tourism Experiences Assessing key tour guide competences to co-create memorable tourism experiences B. Hurombo 24836044 MSc Tourism and Hospitality Management Thesis submitted in partial fulfillment of the requirements for the degree Philosophiae Doctor in Tourism Management at the Potchefstroom Campus of the North-West University Promoter: Prof. Dr. M. Kruger Co-promoter: Prof. Dr. M. Saayman May 2016 DECLARATION WITH REGARD TO INDEPENDENT WORK I, Brighton Hurombo, identity number 24-120826 N 24 (Passport no. BN140440) and Student No. 24836044, hereby declare that this research, submitted to the North-West University, for the PhD in Tourism Management: Assessing key tour guide competences to co-create memorable tourism experiences, is my independent work and complies with the Code of Academic Integrity, as well as other relevant policies, procedures, rules and regulations of the North-West University and has not been submitted before to any institution by myself or any other person in fulfillment (or partial fulfillment) of the requirements for the attainment of any qualification. The study was also submitted to turnitin and complies with the prescribed guidelines regarding similarity index. ……………………………….. ………………………………. Mr. BRIGHTON HUROMBO PROF. M KRUGER 13 June 2016 13 June 2016 ……………………………….. ………………………………… DATE DATE i PERSONAL JOURNEY This journey started in November 2012 when the researcher thought of enrolling for a PhD study but was by then very “green” in terms of the “University of choice” for enrolment and studentship. After a protracted investigation using various platforms, including the internet and debates with colleagues, the name of “North-West University” in South Africa continued to dominate the various searches and discussions. The researcher would soon take a deep seated interest in studying with the University. The prospect of getting expert research supervision and a study scholarship from the University became among others, the paramount carrot, given the various challenges one would want to avoid when studying abroad, more so at this height of academic enquiry. Having satisfied the University’s entry requirements, the researcher vividly recalls the day he received the letter of acceptance into the programme in January 2013 (See, Appendix 6) and this day will forever be entrenched in the mind of the scholar; as it is highly reminiscent of the “day l will never forget” tales of young age. Developing a research proposal and an appropriate study title was soon to be the next hurdle as the researcher only had a rough conceptualisation of what he intended to pursue. The researcher was passionate to learn about human capacity development in tourism. The initial research topic proposed in early April, 2013 was entitled “exploring the impact of the human factor on the quality of visitor experience in Zimbabwe’s Tourism and Hospitality Industry”. This topic had been motivated by a web article the researcher came across on tourism human capacity development in developing nations. (Semone, 2013:3). The article pointed out that the human element of the visitor economy is often neglected, particularly at the destination level with human capital development often relegated behind infrastructure, marketing, transportation and other tourism development priorities. It was on the basis of the proposed title that the researcher was able to catch the interest of the would-be study promoters, namely professors Martinette Kruger and ii Melville Saayman who are passionate researchers in the field of tourism experiences. A brief concept note was then to be shared with the new study promoters so that they get a better understanding of the researcher’s vision of the study. The research idea was accepted in the same month (April, 2013) by the study promoters, but had to pass through a rigorous refinement process for it to be what it ultimately became. An important recommendation from the promoters was that the research strongly focuses on memorable tourism experiences (MTEs) as it was an emerging and largely unexplored area. Thus before the research proposal was finally approved, the proposed study titles had to change from one form to the other until a better nomenclature was arrived at. Examples include having to change from the initial nomenclature to “exploring the impact of the human factor on the quality of visitor experience in Zimbabwe’s tourism and hospitality industry” “ a framework for exploring human capital development and the delivery of memorable tourism experiences (MTE’ s) of tour guides in Zimbabwe’s tour guiding industry’ , “a framework for human capital development and the delivery of memorable tourism experiences (MTE’ s) by tour guides in Zimbabwe” and “a critical assessment of tour guide competences to co-create memorable tourism experiences”. The research title to be finally approved and registered by the University was “Assessing key tour guide competences to co-create memorable tourism experiences” and that was in October 2014. With an approved title, work on the subsequent chapters got much easier and logical. The first literature chapter was relatively less challenging due to the avalanche of data on tourism experience. It was the third literature chapter on the Zimbabwe’s tour guiding industry, which proved to be more challenging to write because of the paucity of scholarly work particularly on Zimbabwe. Only one publication from Nyahunzvi and Njerekai (2013:3-7) was noted (to the best understanding of the researcher) to be available during the time of study and it then became the main reference point for the chapter. The study is therefore envisaged to make a significant literature contribution to Zimbabwe’s tour guiding sector as very minimal work has so far been conducted locally. iii Data collection was challenging given the mixed methodological slant of the study. Nevertheless with the support of the Zimbabwe Tourism Authority in getting the tour guide contacts, as well as the authorisation secured from the Civil Aviation Authority of Zimbabwe to administer questionnaires at the Victoria Falls International Airport, the data collection burden was lightened. Finally, the researcher feels greatly privileged and honoured to contribute to knowledge in the tour guiding industry not only in Zimbabwe, but to the whole planet at large. It would bring great joy to the researcher, to see the quality of tourism experiences improve in this sector, with tour guides playing a centre stage role in their co-creation role. iv ACKNOWLEDGEMENTS I wish to commence this page by thanking our Father, who art in heaven for granting me the life, the strength and the wisdom to accomplish this Doctoral study. May glory and honour be given to Him. My supreme gratitude goes to my research supervisors, Proff. M Kruger and M Saayman for all their academic guidance throughout this project. May the Lord richly bless you for your invaluable, tireless and professional supervision. Your level of scholarship, dedication and encouragements during this project were very humbling. Special appreciation is also extended to the entire TREES team at the North-West University, including Hanneri Borstlap. To Clarina Vorster, thank you for your assistance in the language and technical editing of this thesis, and in the abstract translations. I wish to also thank my wife Linet, my two daughters Tamirirashe and Taonashe and my parents and siblings for all their emotional and spiritual support during this project. To all the tour guides and tourists who participated in this study, l salute you a million times for the time you spent expressing your thoughts to my research questions. Your insights were so enriching and are captured in this work. Mr. and Mrs. Dumisile Ncube, thank you very much for accommodating me in your house during my data collection phase at Victoria Falls. You were such a rarely hospitable family, please keep the faith. May the Lord abundantly bless you all. I am also grateful to the management of the following organisations who supported me during my data collection period: Wildhorizons, Shearwater Adventurers, Wilderness Safaris, Africa Travel, Tour link, Victoria Falls Hotel, Elephant Hills Hotel, Victoria Falls Safari Lodge, Love for Africa, Adventure Zone, Cresta Sprayview Hotel, Dingane tours, Zimbabwe Tourism Authority, the Zimbabwe Professional Guides and Hunters Association, the Civil Aviation Authority of Zimbabwe and the Victoria Falls International Airport. To the North-West University and Chinhoyi University of Technology v Management, l sincerely thank you for the time and resources you afforded me to carry out this study. Finally, I wish to thank all my university students who supported me on the various aspects of this study, particularly Zerubabel Hove, all my friends including Gary Ngara and Nelson Zengeni, relatives and prayer partners whose support and encouragement have seen me through this difficult process. Thank you all. vi ABSTRACT Despite growing academic interest in memorable experiences, very limited research has examined how tourism frontline staff should be nurtured to become co-creators of memorable tourism experiences, particularly the tour guides. Limited research has to date also focused on this important topic from a developing country context. While tour guides, who are an important interface between the host destination and its visitors, have the ability to transform a tourist’s visit from a tour into an experience, it is ironic that the training of tour guides in Zimbabwe is noted by scholars to be lamentably weak, loosely coordinated and insufficient to develop a guide who is competent enough to deliver in specialised tourist nuggets. The main goal of this thesis was therefore to assess key tour guide competences required to co-create memorable tourism experiences in Zimbabwe and how they are developed. To help achieve the study’s goal, five objectives were formulated. The first objective, namely “a literature based analysis of memorable tourism experiences and how tour guides can influence their development”, was achieved in Chapters 2 and 3. The second objective on analysing Zimbabwe’s tour guide educational and training systems by means of a literature review was achieved in Chapter 4.
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