The Effects of Perceived Service Quality and Tour Satisfaction via Tour guides’ Rapport Building Behaviors on Word of Mouth

Purpose - The purpose of this study were to investigate the effect of Tour guides' Rapport Building Behaviors on Perceived Service Quality and Tour Satisfaction when overseas travel; examine the impact Perceived Service Quality on Tour Satisfaction, and Word of Mouth; it aims to pinpoint the exact effects Tour Satisfaction have on Word of Mouth.Design, data, and methodology -The data collected from 437 domestic tourists who had experienced group overseas travel packages with a guide and the data analysis were conducted using the Structural Equation Model.Result - It revealed that all dimensions of guides' Rapport Building Behaviors are critical factors in the formation of Perceived Service Quality. Information sharing behavior & Connecting Behavior positively influenced the Tour Satisfaction, while Tour guide Humor and Uncommonly Attentive Behavior had no effect. Perceived Service Quality had a significant positively affect on Tour Satisfaction, and Word of Mouth; this study also confirmed that Tour Satisfaction was a factor that significantly influenced the Word of Mouth effect.Conclusions - These research results, we suggest theoretical implications and offered practical implications for efficient marketing in tourism industry including travel agency.