The Factors Affecting to Performance Efficiency of Professional Tourist Guides During the Situation of the Corona Virus Infection (COVID-19) in the Area of Nakhon Sawan Province
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Abstract
The purpose of this study was to study the level of performance and performance factors of professional guides, as well as to compare the differences in performance and factors affecting the performance of professional guides in Nakhon Sawan province. The data was collected from a sample of 300 professional tour guides, and the data was analyzed with descriptive statistics. The results showed that the overall performance of professional guides was high (average = 4.07), with the most effective aspects being knowledge and understanding of the work of guides and services. The impact and efficiency on overall operations were also very high (mean = 3.98), with the most affected aspect being tourist behavior. In terms of serving all types of tourists willingly, the results of this study can be used as a guide to develop and promote the performance of tour guides, as well as help guides better cope with factors that affect their performance.
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