Assessment of factors affecting tour guiding services: a case study of Uganda Wildlife Conservation Education Centre

Abstract

The study assessed the factors affecting tour guiding services and was conducted at Uganda Wildlife Conservation Education Center (UWEC) found in Entebbe. It was guided by the following objectives; to assess the role and categories of tour guiding services in UWEC, to identify problems/challenges of tour guiding practices in UWEC, to assess the perceptions of tourists towards tour guiding service in UWEC and to suggest mechanisms that may improve the role and performance of tour guides in UWEC .Data was collected using both structured and semi-structured interviews and open ended questions were employed to bring together data for the study by interviewing both tour guides and tourists who use the services of tour guides at Uganda Wildlife Conservation Education Center (UWEC). Only thirty (30) respondents were involved; fifteen (15) tour guides, ten (10) tourists and five (5) senior staff at UWEC were interviewed. The data was analyzed to generate meaning using SPSS. The study revealed that the roles such as leadership, interpretation and education, information giving, mediation and representation were critical in building a destination image. In addition, it was found that tour guides lacked professional training. The challenges faced included inadequate training, lack of professionalism in facilitating tourist experience, industry related and other challenges were faced by tour guides. The major conclusion from this study is that; tour guides play different roles such as interpreting and education, representation, leading and thus the image of the ecotourism destination to a greater extent is influenced and determined by tour guides . Based on the findings and the above conclusion, the following were recommended: Establishment of a nationwide tour guides’ association, introduction of basic formal training, registration and certification of tour guides could contain such challenges