The association among employees' communication skills, image formation and tourist behaviour: perceptions of hospitality management students in Jordan

Abstract

Purpose

This study aims to quantify the associations among employee’s communication skills (language ability, body language and personal appearance), restaurant image and tourist behaviour.

Design/methodology/approach

A survey instrument is used to examine the relationships in the proposed model by using structural equation modelling (SEM) technique. The collected primary data (n = 153) are analysed to test the relationship between exogenous and endogenous constructs expressed in the proposed structural model.

Findings

The results revealed that language ability, body language and personal appearance impacted restaurant image, which, in turn, affected tourist behaviour.

Practical implications

This study will contribute a better understanding towards employee’s communication skills in Aqaba city resorts and restaurants.

Originality/value

This study is considered the first in the region that links the tourist image of a restaurant with its employee’s skills and its impact on tourists’ behaviour.

Citation

Masa'deh, R., Alananzeh, O., Jawabreh, O., Alhalabi, R., Syam, H. and Keswani, F. (2019), "The association among employees' communication skills, image formation and tourist behaviour: perceptions of hospitality management students in Jordan", International Journal of Culture, Tourism and Hospitality Research, Vol. 13 No. 3, pp. 257-272. https://doi.org/10.1108/IJCTHR-02-2018-0028