Jordanian Tour Guides' Communication Competency

A significant gap exists between Jordanian tour guides' self-assessed performance and the importance they place on key communication skills, particularly verbal clarity and non-verbal behaviors. The study analyzed 32 competence measures across 225 expert guides in Aqaba, Wadi Rum, and Petra using factor analysis and importance-performance analysis, revealing deficiencies in grammar, speech manner, word choice, approachability, and maintaining professional yet friendly distance. While guides recognize these skills' critical role, they often fail to apply them effectively during visitor interactions. This insight suggests targeted administrative interventions—such as training programs or resource allocation—to enhance communication quality, ultimately benefiting both guide performance and visitor experience at UNESCO World Heritage Sites like Wadi Rum.

Harara, N. M., Najdawi, B. M. A., Rababah, M. A., & Haniyi, A. A. (2024). Jordanian Tour Guides’ Communication Competency. Journal of Language Teaching and Research, 15(3), 873–883. https://doi.org/10.17507/jltr.1503.20