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Industry leadership in tourist guiding: A members' perspective of SGL using the organisational learning framework

Greiner, Romy and Wegner, Aggie (2014). Industry leadership in tourist guiding: A members' perspective of SGL using the organisational learning framework. Asia-Pacific Journal of Innovation in Hospitality and Tourism,3(1):61-73.

Document type: Journal Article
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IRMA ID 84279116xPUB156
Title Industry leadership in tourist guiding: A members' perspective of SGL using the organisational learning framework
Author Greiner, Romy
Wegner, Aggie
Journal Name Asia-Pacific Journal of Innovation in Hospitality and Tourism
Publication Date 2014
Volume Number 3
Issue Number 1
ISSN 2289-1471   (check CDU catalogue open catalogue search in new window)
Start Page 61
End Page 73
Total Pages 13
Place of Publication Malaysia
Publisher Taylor's University Sdn Bhd
Field of Research 1599 - Other Commerce, Management, Tourism and Services
HERDC Category C1 - Journal Article (DIISR)
Abstract In the pursuit of delivering high quality tourist experiences in a geographically remote and professionally isolated setting, many tourist guides in north Australia have associated themselves with Savannah Guides Limited (SGL). SGL is a professional association of tour guides operating in Australia’s tropical savannas, a vast landscape renowned as remaining wilderness and harbouring many cultural assets. SGL seeks to set and maintain high standards in relation to interpretation and public education, training and guiding, and natural and cultural resource management. This paper provides a member’s perspective of SGL and its perceived success, and discusses challenges the organisation faces for the future.

The paper reports the results of a quantitative survey of existing and former members of SGL to investigate what guides are looking for in their professional association, and to what extent their expectations are being met. Exploratory factor analysis was conducted of Likert scales to detect patterns in members’ expectations of and satisfaction with SGL. The underlying motivations for joining SGL were strong professional branding, working with like-minded people, and a sense of wanting to protect and care for the environment. Member expectations were largely fulfilled and benefits were seen to manifest in terms of business performance and personal satisfaction. From a member’s perspective, SGL is a well-functioning and responsive organisation with strong leadership and a recognisable brand, and well equipped to master future challenges. The paper uses the learning organisation framework to discuss the challenges of ensuring the continued success of a tourist guiding brand focused not only on education and skills. Furthermore, it draws on the importance of SGL’s philosophy and focus on teaching and preserving.
Keywords nature-based tourism
guiding
industry leadership
self-organisation
brand
philosophy
Description for Link Link to publisher's hompage
URL http://www.taylors.edu.my/apjiht/aims_n_scope.html
 
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Created: Tue, 05 Aug 2014, 11:08:00 CST by Marion Farram