The Influence of Tourist Guide Competencies on Positive Tourism Experiences and Sustainable Community-Based Tourism: Perspectives of Tourists in Southern Thailand

Abstract

          This research article aimed to: 1) examine the influence of tourist guide competencies on positive tourism experiences; 2) examine the influence of tourist guide competencies on sustainable community-based tourism; and 3) examine the influence of positive tourism experiences on sustainable community-based tourism. This quantitative research study involved 400 participants. Data were collected from the Thai tourists visiting community-based tourism destinations in the provinces of Songkhla, Phatthalung, Nakhon Si Thammarat, Krabi, and Phuket using a questionnaire as the research instrument. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including Pearson’s correlation coefficient and multiple regression analysis.

           The findings revealed that: 1) all four dimensions of tourist guide competencies exerted a statistically significant positive influence on positive tourism experiences, comprising ethics and professional conduct (β = 0.288), personal attributes (β = 0.224), skills (β = 0.221), and knowledge (β = 0.121); 2) all four dimensions of tourist guide competencies and positive tourism experiences exerted a statistically significant positive influence on sustainable community-based tourism, comprising knowledge (β = 0.160), skills (β = 0.151), ethics and professional conduct (β = 0.123), and personal attributes (β = 0.111); and 3) positive tourism experiences exerted the strongest positive influence on sustainable community-based tourism (β = 0.403). The findings indicate that developing tourist guide competencies alongside the creation of positive tourism experiences can enhance service quality, promote tourist participation, and support the sustainable development of community-based tourism across economic, social, and environmental dimensions.