| Summary: | 博士 === 銘傳大學 === 企業管理學系博士班 === 102 === Tour leaders are the key front-line employees in the tourism industry. The competency and ethical behavior are critical elements to the requirements of the tour leader. Previous literatures have discussed tour leaders’ working content, characteristics and roles, but none of these were specifically focused on the competency and ethical behavior of the tour leader, neither the issues of tourist''s trust in the tour leader.
The purpose of this study is to examine the effect of tour leader''s competency and ethical behavior on tourist''s behavioral intentions as well as to clarify the role of tourist''s trust in the tour leader. Survey data from 462 GPT tourists in Taiwan indicate that both tour leader''s competency and ethical behavior have positive effect on tourist''s trust in the tour leader. Furthermore, the tourist’s trust in the tour leader has a positive effect on the tourist''s behavioral intentions. Tour leader’s competency also has a positive effect on tourist’s behavioral intentions. On the other hand, tourist''s trust in the tour leader partially mediates the effect of tour leader''s competency on tourist''s behavioral intentions. Tourist''s trust in the tour leader completely mediates the effect of tour leader''s ethical behavior on tourist''s behavioral intentions. Implications of these findings for managing strategy of travel agencies as well as future research directions are subsequently discussed.
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