Tour Guides’ Language Proficiency Level and Their Capability in Creating Memorable Experiences: Tour Guides and Foreign Tourists’ Perspectives in Focus

Document Type : Research Paper

Authors

1 Department of English Language and Literature, Faculty of Literature and Foreign Languages, Mazandaran University. Babolsar Iran.

2 Assistant Professor, Department of English Language and Literature, Faculty of Literature and Foreign Languages, Mazandaran University, Babolsar, Iran.

Abstract

Context and Purpose: Memorable experiences are considered one of the effective factors in tourists revisiting tourist destinations. This study investigated the relationship between tour guides' language proficiency level and their capability to create memorable experiences, focusing on tour guides' and foreign tourists’ perspectives.
Design/methodology/approach: This research adopted a mixed-methods design in which both quantitative and qualitative data were collected and analysed. A questionnaire was used to collect quantitative data, and semi-structured interviews were used for qualitative data. The participants comprised 23 tour guides and 65 foreign tourists.
Findings: The results of the quantitative section indicated that there is a significant difference between the memorable experiences of tourists who were guided by people with high language proficiency compared to those who were guided by tour guides with basic language skills. The results of the thematic analysis of tour guides revealed five themes encompassing understanding historical and cultural commonalities, language barriers and their impact, storytelling and language mastery, feedback reflecting language effectiveness, and language proficiency as a tool for connection. The results of the thematic analysis of tourists demonstrated six themes constituting communication effectiveness, tour enjoyment experience, emotional impact, adaptability and flexibility, perceived professionalism, challenges, and barriers.
Conclusion: The results of this research corroborate that the language proficiency of tour guides is an essential component in effective tour guiding. The results of this research highlight the need for continued investment in language training for tour guides. By doing this, the tourism industry can ensure that tourists end their trips not only with more knowledge but also with precious memories.
Originality/value: By highlighting the role of language skills of tour guides, this research helps to understand the role of the important element of language in creating memorable experiences for tourism managers.

Keywords

Main Subjects

References

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Journal of Tourism Planning and Development
Volume 13, Issue 51
December 2025
Pages 109-139

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