In order to explain the role of public relations in improving the performance of the tour guide who guides tourists entering the country, this study examines and reviews existing literature in the fields of public relations and tourist guides, improving the performance of their jobs.
Public relations are one of the most important elements of success in the modern era, because of their importance in improving the performance of employees, as well as of institutions in general. In terms of our research, its role is to improve the performance of tour guides, where they enable them to perform their work and extend its bridges to many tourist sites and tourists alike, which leads to the success of their work, what we will show in our research, where they came.
Research Hypothesis
Since the role of public relations plays a fundamental role in our daily lives and their development for the better, as well as in the tourism sector, it plays an important role in improving the performance of the tour guide.
Objectives of the Study
The research aims to highlight the role of public relations in improving the performance of the tour guide.
Study Problem
The work of a tourist guide is one of hard, tiring, and interrelated work. For this reason, we found that this work requires the refinement of public relations skills in the tourism and other sectors, due to their important role in the success of his work.
The research came as follow:
First Investigation: Tourism Guidance, (Concepts and Characteristics)
Second Investigation: Public Relations as well as (Concepts and Characteristics)
Third Investigation: Practical Aspects, analyzing the role of public relations in improving the performance of the tour guide
We concluded by examining the conclusions we reached through research, and God is the Greatest Guide.
First Investigation: The Tour Guide:
The Concept of a Tour Guide [1]: A tour guide is defined as one of the mainstays of the tourist process. He manages pHe explains the attractions of members of the tourist group that accompanies him. It is therefore his responsibility to maintain this group. He is the Ambassador, the Teacher, and the Messenger, the carrier of the nation's culture and civilization. Likewise, the tourist guide knows [2]: This man, whether male or female, is educated and aware, to present a clear and honest message and image about his country without any excess or decrease. He is therefore the first and last person to meet and deposit the tourism group, and he has the responsibility of preserving it. He has a number of attributes, the most important of which are honesty, kindness, patience, and the ability to contain problems and solve them with politeness and politeness.
The Importance of the Tourist Guide [3]
The tourist guide's Profession is considered one of the most important and most Dangerous tourism professions ever, due to the actual Repercussions it has on the course of a tourist's journey and the Positive or negative results it entails, mainly related to the performance of the tour guide, his actions, and the information he gives.
Cultural Importance:
The cultural significance of the tourist guide can be summarised in the following points:
Identification of the tourist with the cultural heritage of the State
Highlighting historical significance and linking events to
promote intercivilizational synergies
Correcting the negative stereotypes of society in the mind of the tourist
To remove confusion about some misconceptions about religion in the host State
Enhancing opportunities for acceptance of cultural differences among other peoples
The deepening of the presence of some cultural symbols of the host
country in the tourist's possession, representing some linguistic vocabulary, gestures, guidelines for his or her well-being or the wearing of costumes and the desire of the tourist to acquire them
Economic Importance [4]
Some of the economic importance of a tour guide may be specified as follows:
Protection of tourists from exploitation by some shop owners
Increase demand for shops that are tacitly contracted by the Tourist Guide and in accordance with the logic of commission
Promoting commercial traffic at tourist sites by taking tourists to shopping centers
Stimulate trade in traditional crafts by encouraging tourists to acquire them
Social Significance:
This aspect is essentially the result of the tourist guide's understanding and awareness of the precise details of his society, as an active member, which is affected and affected in accordance with the various social variables that impose themselves on the reality of persons who are within the umbrella of that society. The social significance of the tour guide can be summarized in the following points:
Enlightening tourists about the social traditions of the local population in the tourist destination
Taking the necessary precautions to prevent social collisions with tourism behaviors during visits to tourist destinations
Attempts to involve tourists in certain social manifestations in two ways enhances their interaction with the local environment, acquainting them with traditions, customs, crafts, handicrafts and others, and exposing the social values of the local population to foreign tourists, whose opinions are still fresh in the minds of tourists
Types of Tourist Guides [5]
The countries of the world diffein classifying the tourist guide into specific forms and categories according to the regulatory data aiming at the framework, organization, and arrangement of the profession. The most important of these categories are:
According to large States: (International, National, Regional, Local, and Signed Guide or Guide)
According to Small States: (National Guide)
According to the length of the Trip: "Guide for limited hours, throughout the day, for several days"
According to the Seasonality: (Seasonal guide, guide throughout the year)
According to Means of Transport: (Maritime Guide, Land, Mobile)
Depending on the Type of Journey: (religious, archeological, therapeutic, adventure, exploration, .ect.) [6]
Tourist guidance is a seasonal profession, but it pays well in most parts of the world, so a tour guide can be creative to highlight its field. The following examples illustrate different types and forms of tourist guide work
Public Relations Representative: He represents his country and thereformust be a model or an honor
Teacher: It conveys information to tourists and does not require a great traning who is able to motivate others to learn
Host: The entertaining doubleedged companion and generous host The director of the journey is one of the roles that the guide can easily perform and that helps him travel outside the borders of his country in the seasons of depression
Flight Supervisor: Through incentive companies that hire mentors to do so
Tourist Program Designer: A guide can design a travel program and mentor at the same time
Training: For other less experienced counselors The release of books and video albums for various regions of the World of tourism Fun engineer
The Characteristics of the Tourist Guide
A large number of characteristics and qualities must be present in the tourist guide in general. We should not forget that the small differences between the types of guides are found in one type and not in another, depending on the nature of the guidance and the area of intent. Below are the most important qualities needed in tourist guides?
Personality [7]
Love and belonging to the homeland, and full conviction in the greatness of its past, its current possibilities, and its bright future
Good-looking, acceptable form, elegance and simplicity
Caring for people and wanting to help them
High sense of responsibility, resilience
A high degree of education, sufficient experience in the field of work and performance with high competence
He has a positive attitude, an organizational dimension and a model of hard work
Quick-witted, present-minded, capable of making a decisive and quick decision
bag, nice, complimentary, to give the tourist confidence and safety
a strong personality capable of managing and solving crises with all due
diligence and balance
Generic [8]
Proficiency in at least one foreign language
Knowledge of laws and regulations, especially those related to his work in promotion, tourism, organized travel, and the laws of organizations and ministries that support tourism, such as the laws of finance, banking, currency exchange, traffic, insurance, accommodation, and others
Practice the principles of protocol, procedure, and protocol
Knowledge of many related fields of knowledge (history, geography, archeology, etc.)
A great knowledge of the customs, traditions and customs of different peoples
A thorough knowledge of the main means of transport in the destination area
Knowledge of various means of communication and information
political, economic and social conditions.
The General Characteristics of the Tour Guide [9]
Patriotism
High culture
Knowledge of archeological, tourist, historical and tourist attractions in the country
Preservation of archeological, tourist and environmental areas in the country
Methods of Educating the Tourist Guide and his Interaction with the Event [10]
Are you used to following all world events that have a clear effect on the world, and follow up by reading the daily newspapers, watching television, and all the bulletins that adopted such news
To keep abreast of the latest events in countries, especially those from which tourists come
Continuous reading and self-watering by following cultural activities that overburden and educate oneself, and increase their knowledge of other cultures, without focusing only on the subject of specialization
Effective and continuous contact with the tourist, focusing on the language to develop it, and understanding new terms and vocabulary
Correspondence and communication with the tourist, if possible (and today the process has become easier via the Internet) even after the end of the program of the visit, by asking him politely for his address, because he is pleased to deal with, recognize and communicate with him, and he has always familiarized himself with correspondence in his language, in order to strengthen this language, which will benefit the guide
To work for the hospitality and honor of the tourist, in order to break the psychological barrier of this tourist, and to work to create a kind of intimacy and closeness that affects the tourist and makes him open in a positive way. This has a double benefit for the tourist and the guide in terms of understanding more the country and getting to know new things. It also has an effect on the guide to get used to the successful way in dealing with such nationalities
Work to establish effective communication with the government institutions responsible for the facilities of interest to the tourist in the Ministry of Tourism, the General Statistics Department, the authority responsible for information and the institutions responsible for information are all for the country, in order to give the tourist precise and up-to-date figures and information, and to avoid falling into the trap of the tourist in terms of having more up-to-date information about the country This causes embarrassment to the guide and shows him a type of inprofessionalism in his profession and his lack of information.
Follow up on government legislation and laws related
to the tourism sector in general and the tourism guidance sector in particular, in order to learn about legal and illegal matters in order to avoid getting into trouble
To be socially committed by getting to know as many owners as possible of tourism companies, hotels, tourist apartments, restaurants, antiques and gifts... and all of that means being very successful in public relations, because youneed these parts later on.
Second Investigation
Public Relations
First: The concept of public relations (PR)[11]: Public relations is defined as a group of activities carried out by a body, union, government or any organization of social construction in order to create good, good and peaceful relations with the public that it deals with, such as the audience of consumers, users and shareholders, as well as the public at large, in order to change the understanding of society in order to gain its satisfaction. Public relations are also defined as intentional [12], planned and sustained efforts aimed at creating and maintaining a state of common understanding between the institution and its audience. Second: The reasons for public relations interest in tourism [13]
The reasons for interest in public relations in tourism can be grouped into:
The growing power and influence of public opinion in democratic societies due to the growing awareness of the public and the increasing number and diversity of modern communication devices, which has led to the exposure of the public in all parts of the world to all the interesting and important elements and scenes, archeological and historical as well. These scenes have aroused a great desire to get to know more closely the many countries, sites and sites, which has stimulated books and trips
An explanation of, or any modification or modification of, the policies of a facility to the public for the purpose of acceptance and cooperation
To help the public form its opinion by providing it with all the informaion so that its opinion is based on reality and facts
Provide the public with all the correct and correct news that spreads in terms of form and subject matter
Provide the facility with all developments that are taking place in public opinion
Protect the facility against any attack that may result from the publication of false or incorrect news about it
Create a favorable atmosphere between the facility and the individuals and between the individuals within the facility
Research, analyze, and summarize all the issues of concern to the senior management and submit them to it by reacting to its policies among the various categories of the public
It works between the various departments in the establishment to harmonize each other and between them and internal and external audiences
Serves as personal advisor to board members for all individuals at senior management levels
Thirdly, types of public relations [14]
In order for public relations to reach goals, they must take many forms to suit the situations to be achieved, and public relations are divided into:
Internal public relations shall be by:
Foundation Journals and Magazines
Meetings
Meetings
Movements of persons under the Foundation Project
External public Relations, Including
The organization identification board is made up of clear documents in large organizations
Annual report on the activities of the Foundation
Organization of press conferences
Organize trips for:
Large Audience: Organize trips a day for the purpose of exhibiting and introducing the Foundation's product
Specialists: by organizing introductory trips to the organization
Principles of Tourism Public Relation [15]
The public relations function in an institution, like other functions, is based in its exercise on a set of foundations and principles, as public relations are the embodiment of the institution's philosophy in two social rather than economic terms.
Principles of Tourism Public Relations: The public relations function in an institution, like other functions, is based in its exercise on a set of foundations and principles, as public relations are the embodiment of the institution's philosophy in two social rather than economic terms
Starting from inside the institution: For example, what the institution asks to do to build a good reputation and good impression with the outside audience, it is essential to perform the public relations function that the institution has good relations with its internal audience, as these relations are based on love, cooperation, understanding and respect in order to strengthen and strengthen Loyalty
Sustainability and Continuity: The gain of public trust will only be achieved through the continuous work of public relations at all times and without interruption in order to maintain communication to exchange views and information and seek to achieve what the public demands, since the desires and needs of the latter are subject to constant change and alteration
Cooperation and Exchange between Institutions: The establishment's strengthening of relations with its audience is sometimes not enough to succeed if it neglects to cooperate with other institutions in order to consolidate its relations with them and gain their support and participation in the service of the public interest
Comprehensive Public Relations: Public relations activity must cover all fields and not be limited to one area, because public relations alsoinclude the field of tourism, industrial, cultural, political, educational and educational
Dynamic and Dynamic Public Relations: Public relations must be based on giving and receiving and responding means receiving the reactions resulting from what they provided and responding directly and positively to these responses in a mutually beneficial mann
Ethical and Humane Public Relations: The work of public relations is based on mutual trust and respect. This requires them to be based on the principles of their morality, that is, to stay away from prejudice, discrimination, racism, means of deception, and propaganda, in addition to focusing on the human side
Human Being is the Center of Every Success in any Institution Through [16]
Care for employees without discrimination and consider them the cornerstone of the institution by improving working conditions and securing their demands
Provide opportunities for innovations and proposals
and open a wide field for the high spirit of understanding through scientific methods and democratic practices in the institution
Make aportunity
Public relations functions and characteristics [17]
Research and observation: i.e., observing the basic matters and studying the measurement of public opinion trends between the internal and external audiences of the Organization. This function is concerned with the study of opinions, tastes and various requirements and quality of the various services provided by the Foundation and its experts in public relations. They are constantly trying to develop their scientific and professional competencies by looking at the latest technical methods in the field of relations
Planning: Policy-making for an organization or organization, which sets goals, disseminates educational programs and informs about conciliation, distribution, terms of reference and budgeting
Coordination: liaison with officials at home, liaison
with organizations and audiences abroad and provision of news, information, data and statistics
Management: This function is to help administrative unitsdepartments and organizational divisions within an institution to manage their functions towards its audience and towards the institution itself by providing the necessary and sufficient information and services
Production: The production of films directed at the public about the quality of their production or at the workers in order to raise their awareness and increase their knowledge
Characteristics of Public Relations [18]
Manages one of the administrative functions responsible
or the transmission of communications from organizations to the external environment.
It is an important part of the organizational structure
It is based on principles and moral constants, and seeks through them to break the trust of others
It is based on better planning, supervised by specialists in planning in all branches
It is consistent and permanent
Takes the form of training to congratulate the masses and create ties of cooperation with them
He tries to build a network of normal relations with others to maximize his usefulness
Public Relations Objectives and Functions [19]
The aim of public relations is to establish good relations and increase the opportunities for understanding, exchange, agreement and harmony between the Organization and the masses, whether they are (internal) ILO staff, so that they feel satisfied, comfortable and morale high among them, so that their production and their sense of belonging grow. This is achieved through the implementation of large programs of education, guidance and training on new works and improving working conditions, or (external) audiences, which are represented by workers' attitudes, consumers, suppliers, distributors, banks, outlets for sale and discharge, as well as members of society, where hospitals, schools and mosques can be set up and consensus can be extended to their relationship with other organizations so that relations between organizations depend on fair competition
Public relations aims to raise public awareness of the general objectives of the State and to educate the public about public policy and its responsibility in its implementation. Organizations also aim to raise awareness of their objectives, style, work, type of activity and plans for the public
Public relations are concerned with carrying out and assisting the various tasks undertaken by other departments, for example by helping the Department of Industrial Relations by attracting excellent employees and workers
PR aims to increase the efficiency of productivity by providing material and moral factor and increasing the benefits to the owners, workers, consumers and communities of their products through the development of a program to improve factories and products
Public relations aims at establishing friendly relations between shareholders and those interested only in improving their investments and learning about the latest developments in production, expansion projects and new markets
PR is concerned with receiving the distributors' wishes, observations and general suggestions regarding the packaging method, weight, composition method, presentation and distributors are the communication link between the organization and the customer
Public relations aims to foster a sense of social and national responsibility among citizens and to help them take responsibility in the formulation of the Organization's public policy and its problems
Third Research: Analysis of the Role of Public Relations in Improving the Performance of the Tour Guide
Method of Data Collection: The data was collected by distributing a questionnaire form with a set of questions, giving each one a degree of impact so that the tourist would answer to give each one their degree of impact
Target Sample
The researcher in this aspect of the research targeted tourists and tourism establishments in each sector of tourism, and then adopted a hundred sample forms for the study.
Statistical Methods Used
The researcher used a five-digit Likert scale, which was divided between the highest weight of the paragraph (strongly agreed) and was given (5) degrees, to the lowest weight of the paragraph (strongly disagreed (1) degrees) and between them other weights (agreed (4) degrees, agreed (3) degrees, disagreed (2) degrees) to represent the other answer fields. The researcher also relied on the hypothetical arithmetic mean of (3) as a criterion in order to measure and evaluate the degree obtained with respect to the paragraphs of each tourism sector in the governorates of Iraq. After statistical analysis and processing, the researcher obtained the weighted arithmetic circles, standard deviations, and the relative importance of the sample responses of the research, as the tables indicate. Each of these tables includes the computational scales weighted, standard deviations, and relative importance, which we will see by presenting and analyzing the results in this aspect of the research
Arithmetic mean
| ∑ XᵢFᵢ ──── ∑ Fᵢ |
Standard deviation
√[ (∑ Fᵢ (Xᵢ − X̄)) / (Fᵢ − 1 ) ]
S: standard deviation
Fi: Repeat X̄= the arithmetic mean of responses [20]
From the results in the above table, we note that there is a rise in the general equilibrium arithmetic mean (4.75), with a general standard deviation (0.737), the relative importance of these factors (0.95), and it is clear from these results that the weighted arithmetic mean is higher than the hypothetical arithmetic mean (3). This means that these factors have a very significant influence on the study sample members and there is a difference in this importance between the questions asked for the study sample, which we will show at the detailed level of each of these questions as follows:
Public relations have a clear role to play in improving the performance of the tour guide(X1):
It is clear that question X1 has achieved an increase in the weighted arithmetic mean, which means that the effect of this question is strong in the behavior of the members of the research sample, as the arithmetic mean was weighted ( 4.71), and it is clearly higher than the hypothetical arithmetic mean of (3), the results showed that the relative importance of this question (0.942) and the standard deviation was (1.084), and based on the above results it is clear that the study sample members agreed that relations have a clear role in improving the performance of the mentors, i.e. the more accurate relationships that will influence the improvement and lack of the performance of the guides will reduce their performance, so there is a correlation between them.
Public relations have a clear role in increasing tourism activity through the performance of the tour guide (x2): It is clear that question (X2) has increased in the weighted arithmetic mean, which means that the effect of this question is strong in the behavior of the sample members of the research, as the calculated mean (4.77), and it is clearly higher than the hypothetical arithmetic mean (3), the results showed that the relative importance of this question ( 0.954) and the standard deviation was (0.679). Based on the above results it is clear that the study sample members agreed in the majority that public relations have a clear role in selling increased tourism activity through improved performance of guides, so there is a correlation between them: the higher the public relations the higher the tourism activity and vice versa.
Public relations owned by the tour guide have a clear role in determining the destination (x3), It is clear that question (X3) has increased in the weighted arithmetic mean, which means that the effect of this question is strong in the behavior of the sample members of the research, as the arithmetic mean has reached weighted ( 4.83 ), and it is clearly higher than the hypothetical arithmetic mean ( 3), the results showed that the relative importance of this question ( 0.966) and the standard deviation has reached ( 0.603 ), and based on the above results it is clear that the study sample members agreed that the public relations have a clear role in determining the destination of the tourist, i.e. the better the relationships will affect the change of tourists towards the areas where they work or go to, there is a direct relationship between them the more the advertisement and the opposite.
Public relations play a role in increasing the number of sleepless nights for tourists in declared areas (x4):
It is clear that question (X4) has achieved a rise in the weighted arithmetic mean, which means that the effect of this question is strong in the behavior of the members of the research sample, as the arithmetic mean has reached weighted (4.6), and it is clearly higher than the hypothetical arithmetic mean (3), the results showed that the relative importance of this question (0.92) and the standard deviation had reached (0.932). Based on the above results it is clear that the study sample members agreed that relations have a clear role in selling the number of nights in tourist areas, i.e. the more accurate PR will affect the sale of nights in the areas and the overnight tourist trips will be carried out. Public relations has a role in increasing the number of employees at tourist destinations with a tourist guide who has good relations (x5):
It is clear that question (X5) has increased in the weighted arithmetic mean, which means that the effect of this question is strong in the behavior of the sample members of the research, as the calculated mean (4.84) is higher than the hypothetical arithmetic mean (3), and the results showed that the relative importance of this question (0.968) and the standard deviation was (0.581). Based on the above results it is clear that the study sample members agreed that public relations have a clear role to increase the number of workers in the tourist destination they go to or work at as a result of increased trips, which requires an increase in the number of workers to meet the demand of tourism and provide their services, so there is an inexorable relationship between them.
Recommendations
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