Importance of Soft Skills and Communication Skills in Tourism: Viewpoint From Tourists and Future Tourism Employees

Abstract

Purpose – Besides possessing professional knowledge, tourism service providers need to have expressed communication skills and soft skills in order to offer a better tourism service. In this paper, the tourism employees' set of soft and communication skills is analysed and compared from two different points of view: tourists on the one hand and future tourism professionals, i.e., tourism students, on the other. Therefore, the main purpose of this study is to analyse the importance and differences in the perception of soft skills and communication skills in the tourism and hospitality sector from these two standpoints. Methodology – Two structured questionnaires were used to collect primary data: the first questionnaire aimed at examining the tourists' attitudes regarding the importance of soft and communication skills (N=431), and the second one, at analysing the importance of soft and communication skills from the perspective of future tourism professionals (N=404). The research results are presented using descriptive statistics, the t-test, and the Mann-Whitney U test. Findings – The results indicate that both groups are aware of the importance of communication and soft skills. The statistically significant differences between the tourist sample and the future tourism professional sample were found for all items of the Soft skills factor, with the exception of the items Demonstrating respect, Integrity, and Responsibility. Both samples show similarities with regard to all kinds of Communication skills. Statistically significant differences in the perception of all five Communication skills items from tourists' and future tourism professionals' perspectives were found. Contribution – The paper contributes to the theory by systematizing and analysing the literature and conceptualizing the soft skills and communication skills up to date. Its empirical contribution derives from the examination of data related to the tourist sample and the future tourism employee sample. This different point of view contributes to filling the research gap and opens new future research directions. By examining the most important soft skills and communication skills from these two perspectives, this study provides a practical implication for tourism educators and hospitality managers, revealing the communication skills and soft skills that require further development.

An Exploration of Tourist Guides' Competencies to Create Memorable Tourist Experiences

“…Very limited research has examined how tourism frontline staff should be nurtured to become co-creators of memorable tourist experiences, particularly tourist guides. Studies conducted previously by authors such as El -Sharkawy (2007), Vasanthakumari (2019), Hine (2020), Demirović Bajrami et al (2020) andČuić Tanković, et al, (2021) identified a set of skills perceived to be more important than others at workplace and by tourist guides, including organisational skills, problem-solving skills, leadership, time management, customer care skills, health and safety skills, communication skills, knowledge of the destination and tourism products, right attitude concerning service, honesty and trustworthiness.…”

“…The major soft skills perceived as the most important by business executives, also applicable to those in the tourism industry, include integrity, communication, courtesy, responsibility, social skills, positive attitude, professionalism, flexibility, teamwork, and work ethic (Robles, 2012). Robles (2012), Grančay (2020) andČuić Tanković et al (2021) indicates the required important personal attributes and skills of employees, including tourist guides, which are summarised in Table 1. Attributes such as being responsible, resourceful, and self -confident Robles (2012) states that even though all of the personal attributes and interpersonal qualities appear to be very important, not all are perceived to be equally important; some skills are more important when comparing them with other personal skills.…”

“…Attributes such as being responsible, resourceful, and self -confident Robles (2012) states that even though all of the personal attributes and interpersonal qualities appear to be very important, not all are perceived to be equally important; some skills are more important when comparing them with other personal skills. The skills that travel and tourism employers including travel agents and tour operators want from their employees to foster and enhance their performance to attain the highest level of customer satisfaction include soft skills which are transferrable in many jobs (Clearyet et al, 2006;Čuić Tanković et al, 2021). Furthermore, Čuić Tanković et al, (2021 state that in the travel and tourism industry, soft skills are considered important compared to other skills.…”

“…Respondents were required to rate the importance of each skill from Table 4 on the scale provided where 1 equates to not important at all and 5 to extremely important. Table 4 shows different skills, traits and knowledge of tourist guides' competitiveness that were pre-selected based on literature (Zhang and Chow, 2004;Reisinger and Steiner, 2006;Salazar, 2006;John, 2009;Melia, 2012;Robles, 2012;Hoang, 2015;Hurombo, 2016;Čuić Tanković et al,2021;Suryana, 2022). It can be seen that tourist guides themselves consider moral skills to be the most important part of their competence.…”

“…Ten soft skills and attributes of employees Source: Robles (2012);Grančay (2020);Čuić Tanković et al (2021) …”