Review article
https://doi.org/10.51650/ezrvs.19.3-4.8
Communication Skills in Tourism
Ana Čuić Tanković
orcid.org/0000-0002-4383-684X
; Faculty of Tourism and Hospitality Management, University of Rijeka, Opatija, Croatia
*
Jelena Mušanović
orcid.org/0000-0002-1675-147X
; Faculty of Tourism and Hospitality Management, University of Rijeka, Opatija, Croatia
Jelena Dorčić
orcid.org/0000-0002-5885-3626
; Faculty of Tourism and Hospitality Management, University of Rijeka, Opatija, Croatia
* Corresponding author.
Abstract
Communication skills of service providers consist of expressive abilities in offering a tourism product and creating customer experience. Verbal and non-verbal communication, active listening, digital and written communication are fundamental skills that tourism professionals need to possess. Research shows that many young professionals, especially those from Generation Z, enter the labor market with underdeveloped communication skills, creating a mismatch between employers' expectations and actual competencies. Digital skills are becoming increasingly important in tourism, while traditional skills such as verbal and written communication are considered less important by Generation Z. However, these skills are crucial for quality interactions with guests. Non-verbal cues, such as body language and facial expressions, also affect the perception of service. Continuous investment in these skills contributes to better service quality, the competitiveness of tourism organizations, and the creation of guest loyalty.
Keywords
communication skills; tourism; tourism professionals; satisfaction.
Hrčak ID:
341546
URI
Publication date:
23.12.2025.
Visits: 994 *