The Impression Management Techniques of Tour Leaders in Group Package Tour Service Encounters

ABSTRACT

For group package tour settings, tour leaders may consciously or unconsciously utilize impression techniques to interact with groups. This study examines the impression behaviors of tour leaders based on a framework of five discrete techniques of impression management (ingratiation, self-promotion, exemplification, supplication, and intimidation). The findings of this study indicate the impressions of tour leaders as perceived by tourists can influence the personal interaction quality. Furthermore, the personal interaction quality can subsequently influence the repurchase intention of tourists, word-of-mouth communication, as well as the reputation of tour operators. The implications for tour operators and directions for future research are also discussed.

KEYWORDS:

• Impression management
• personal interaction quality
• tour leaders
• group package tour

The authors gratefully acknowledge Mark Quinlan providing language help. Mark Quinlan currently serves as an instructor of English Language, at the English Language Center, Ming Chuan University.