The role of tour guides in current Danish charter tourism - The case of Sun Charter
Author
Rako, Antonija
Term
4. term
Education
Publication year
2015
Submitted on
2015-07-30
Pages
159
Abstract
Danish charter tourism has seen modest growth in recent years, and package holidays remain attractive to consumers. While tour guides are widely recognized as important across tourism settings, their role within the charter segment is relatively under-researched. This thesis examines the contemporary roles of tour guides in Danish charter tourism through a case study of the tour operator Sun Charter. It investigates what motivates today’s guides, the challenges they face, the functions they perform and how these are defined and expected by the tour operator, as well as how consumers perceive the relevance of tour guides. Methodologically, the study combines a review of existing tour guiding research with a qualitative case approach using content analysis, semi-structured interviews and secondary sources, supported by triangulation. The thesis aims to refine understanding of the tour guide’s role in current charter travel and to offer insights that can inform service design and industry practice.
Dansk charterturisme har oplevet en mindre vækst de senere år, og pakkerejser er fortsat attraktive for forbrugere. Samtidig er rejseledernes betydning anerkendt i mange dele af turismebranchen, men deres rolle i chartersegmentet er relativt underbelyst. Denne afhandling undersøger rejseledernes aktuelle roller i dansk charterturisme med udgangspunkt i et casestudie af turoperatøren Sun Charter. Projektet søger at klarlægge, hvad der motiverer dagens rejseledere, hvilke udfordringer de møder, og hvordan deres arbejde og funktioner beskrives og forventes af turoperatøren; derudover belyses, hvordan forbrugere opfatter rejseledernes relevans. Metodisk bygger studiet på en gennemgang af eksisterende forskning om rejseledelse, en kvalitativ case-tilgang med indholdsanalytiske greb, semistrukturerede interviews og brug af sekundære kilder, understøttet af triangulering. Afhandlingen sigter mod at nuancere forståelsen af rejselederens rolle i nutidens charterrejser og tilbyde indsigt, der kan informere serviceudvikling og praksis i branchen.
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