An exploratory study on the personal brand of tour leaders

IF 7.3 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Management Perspectives Pub Date : 2025-05-06 DOI:10.1016/j.tmp.2025.101371

Sheng-Hshiung Tsaur , Tien-Ming Cheng , Tsung-Lin Yang

引用次数: 0

Abstract

Forming and establishing the personal brand of tour leaders is crucial to personal competitiveness and developing a tour‑leading career. This study used the self-expansion theory to comprehensively understand the concept and implications of a leader's personal brand. This approach addresses the limitations identified in previous research, which has primarily focused on analyzing a leader's attributes through a singular lens. This study involved interviews with 20 tour leaders with personal brands using a qualitative approach and classified their personal brands into four types: (1) Personal style; (2) Charismatic narration; (3) Being a sincere service provider; (4) Relationship management. Identifying these four categories will bridge the gap between the single trait of a tour leader and research on branding. This framework can serve as a valuable reference for tour leaders in developing their personal brand, as well as for guiding the recruitment and training of travel agents.

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导游个人品牌的探索性研究

旅游团领队个人品牌的形成和树立，是提高旅游团领队个人竞争力和发展旅游团领队事业的关键。本研究运用自我拓展理论，全面了解领导者个人品牌的概念及其内涵。这种方法解决了先前研究中发现的局限性，这些研究主要集中在通过单一视角分析领导者的属性。本研究采用定性方法对20名拥有个人品牌的旅游领队进行访谈，并将其个人品牌分为四种类型：(1)个人风格；(2)魅力叙事；(3)做真诚的服务提供者；(4)关系管理。确定这四个类别将弥合旅行团领队的单一特征与品牌研究之间的差距。该架构可为旅行团领队发展个人品牌，以及指导旅行社的招聘和培训提供宝贵的参考。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Tourism Management Perspectives Multiple-

CiteScore

15.60

自引率

3.40%

发文量

审稿时长

59 days

期刊介绍： Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.