Original scientific paper
https://doi.org/10.1080/1331677X.2022.2077790
Measuring the importance of communication skills in tourism
Ana Cuic Tankovic
orcid.org/0000-0002-4383-684X
Jelena Kapeš
Dragan Benazić
Abstract
Tourism service providers need to have expressive communication
skills to be able to offer a better tourism product and create a
pleasant tourist experience. To better understand, conceptualize,
and achieve the multidimensional concept of communication
skills, this paper aims to investigate the literature and propose a
measurement scale adapted to the modern tourism workplace.
Results, based on a literature review and questionnaire survey,
show that five communication skill dimensions emerge: written,
oral, listening, digital, and non-verbal communication skills. The
paper’s theoretical contribution is the systematization of the literature
and the conceptualization of communication skills up to
date, while its empirical contribution is based on the examination
of collected data related to the validated scale measurement. The
scale presented in this paper will assist future empirical research
on communication skills required in the field of tourism. The
paper will help generate novel research questions for identifying
and analyzing acquired communication skills.
Keywords
communication skills; tourism employees; tourism workplace
Hrčak ID:
303739
URI
Publication date:
31.3.2023.
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