Profile of the tourist guide for the attention of the Generation Z user
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Abstract
The main goal of this research is to design the profile of the tourist guide (TG) suitable for the attention of users of the zeta generation (GZ), based on the perception of the main components and the relationship of these components with satisfaction. This research is a mixed approach, with a sequential exploratory design (DEXPLOS), in derivative, non-experimental and cross-sectional mode. Data collection for the qualitative approach (QUAL) was through a focus group with a non-probabilistic sampling with volunteer participants; for the quantitative approach (QUAN) a survey was adapted, with 10-level Likert scale items and with stratified sampling, 115 validated responses were obtained online. The data were analyzed using an Exploratory Factor Analysis and later a Confirmatory Factor Analysis, in both cases with VARIMAX rotation; and finally, to confirm the correlation between the components of the TG profile with satisfaction, the Pearson and Spearman tests were performed. In conclusion, there are six components of the TG: instrumental, social, interactional, communicative, care or protection, and attitudinal; the last two have a greater burden compared to the rest; and in turn, all components have a significant impact on GZ user satisfaction.
Keywords: Tour guide (TG); Z Generation (GZ); components; satisfaction; attitude.
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