




































AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes 

ISSN 2067-3310, E-ISSN 2067-7669 

Vol. 19, No. 1 (2025), pp. 132-144 

 

132 
 

THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA 

REGION, GEORGIA 

 

T. KARBAIA 

 

Tamari Karbaia 

Caucasus University, Georgia 

https://orcid.org/0009-0005-2945-0210, Email: tkarbaia@cu.edu.ge 

 

Abstract:  The aim of the study was to analyze the influence of training on guides’ job 

satisfaction, as well as the relationship between service satisfaction and demographic variables. 

The research was conducted among independent tour guides, agency-based tour guides, and 

customers. Although the relationships among these variables have been widely studied by 

scholars, there is a lack of empirical data specifically in the context of Georgia’s Adjara Region. 

Adjara is one of the most visited destinations in Georgia (Georgian Tourism Association 2024). 

Considering the region’s Geographical, political and diverse religious characteristics, tour 

guides require relevant qualification, particularly, in terms of providing precise information. It 

is also quite interesting to examine the international practice about managing tour guides. In 

various countries, such as Singapore (Board, n.d.), Japan (Huang & Weiler 2010; (Thomson, 

Tanaka, & Morikoshi, 2021) and so on, tour guides are well-trained and licensed (Huang, S. & 

Weiler, B. 2010). Empirical findings claim that training influences employee performance and 

job satisfaction (Nauman, Bhatti, Jalil, & Riaz, 2021) (Okechukwu, 2017).  The research 

employed a mixed-methods approach as it consists of quantitative as well as qualitative 

components. The collected data was analyzed by widely applied software SPSS that gives 

scholars the opportunity to process large numerical data through performing various analytical 

approaches. Despite the contributions of the research, it has certain limitations. 

Keywords: tour guides, training, job satisfaction, challenges. 

 

Introduction 
The study examines the influence of tour guides’ training on the level of their job 

satisfaction and also the impact of demographic variables on customer satisfaction. Moreover, 

it was identified certain challenges faced in the sector. There is much theoretical findings 

describing the relationship, however, research novelty is applying the empirical approach in 

the specific regional context. 

Literature review includes the theoretical overview about the international practices 

regarding managing guides’ competences, the empirical findings about the relationship among 

job satisfaction and tour guides training, the influence of job satisfaction. The research is 

designed based on mixed approach, including application of focus groups and surveys. The 

first hypotheses about the relationship among tour guide training and their job satisfaction. It 

was also interesting to find the influence of demographic variables on the customer satisfaction. 

https://orcid.org/0009-0005-2945-0210
mailto:tkarbaia@cu.edu.ge


Tamari KARBAIA 

133 
 

Despite the research limitations, specifically, the lack of generalizability on the country 

level, findings can be interesting for the local context and has certain implication for the 

relevant stakeholders to promote sustainable tourism. 

 

Literature Review 

Local Context of Adjara Region 

Adjara is an autonomous region located in the southwestern part of Georgia (Georgia, 

n.d.) near Black Sea and Turkey. It is unique due to its cultural, political, religious context. It 

combines Georgian and Turkish elements expressed by diverse religions, customs, architecture, 

cuisine, music and so on. It has a status of an autonomous republic within Georgia. The region 

itself is diverse in terms of landscape as it consists with mountainous districts. Government of 

Adjara provides different trainings for hospitality sector, including guides (www.adjara.gov.ge) 

however, this approach is not obligatory for them, important topics and, finally, there is not 

utilized by all guides. The city Batumi is strategically important due to tourism, transportation, 

and trade. Satisfaction level of international tourists was significantly increased from 2022 till 

2023. Statistics of international nonresident tourists from 15 years old are increasing from 2022 

till 2023 according to (Geostat, 2024). In the first quarter of 2023, 1,208,462 International 

visits, which is the 74.7% of the data before pandemics 74.7%-ით International practice of 

managing tour guides (Administration, n.d.) 

 

International Practices 

International practices regarding the licensing of tour guides vary significantly from 

country to country. They ensure that tour guides have the necessary knowledge and skills to 

provide high-quality experiences for travelers while also upholding safety and professionalism 

standards. Here are some common examples and practices found internationally: 

 The UK has a professional body called the Institute of Tourist Guiding (ITG, 2024), 

which offers certification for tour guides. Guides can obtain badges in specific regions 

such as London or Scotland after completing training and passing exams. These badges 

signify that the guide has met certain standards of knowledge and professionalism.  

 In some European countries, tour guide licensing is regulated at the national level, while 

in others, it may be managed at the regional or local level. The European Federation of 

Tourist Guide Associations (FEG, 2024) works to promote professional standards and 

cooperation among tour guides across Europe.  

 In Australia, tour guide licensing requirements vary by state and territory. For example, 

in New South Wales, guides need to complete a training course and obtain accreditation 

from the state tourism authority. Similar requirements exist in other parts of the country 

(TGA, n.d.).  

 In Japan, tour guide licensing is managed by local governments. Guides must pass 

exams administered by their local tourism authority and obtain a license to operate 

legally. The Japan National Tourism Organization (JNTO, 2024) provides information 

on licensing requirements and training programs for guides.  

http://www.adjara.gov.ge/


THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 

134 
 

Tour Guides’ Competences 

There are verious references covering various aspects related to the importance of 

training for tour guides, including interpretation, trip planning, tourism management, tourism 

impacts, and the role of guides in delivering quality experiences to tourists. The article "The 

Role of the Tour Guide in Interpretation: A Case Study from the Australian Outback" 

underscores the importance of tour guides in providing interpretation services that enhance 

visitor experiences and contribute to the sustainable management of tourism destinations, using 

the Australian outback as a case study to illustrate these points. (Prideaux & Carson, The role 

of the tour guide in interpretation: A case study from the Australian outback, 2003). Another 

piece of empirical work article provides insights into the shifting dynamics of travel planning 

in the digital age and offers valuable implications for destination marketers, travel service 

providers, and researchers in the field of tourism.  (Xiang, Wang, O'Leary, & Fesenmaier, 

2007). The article "Progress in Tourism Management: From the Geography of Tourism to 

Geographies of Tourism – A Review" offers a comprehensive review of the evolution of 

tourism management, particularly focusing on the transition from a geographical perspective 

to a more holistic understanding of tourism as a multidisciplinary field. The author introduces 

the concept of tourism management and highlights its interdisciplinary nature, drawing from 

fields such as geography, economics, sociology, and environmental studies. (Leask, 2005). A 

book "Tourism: Principles, Practices, Philosophies" covers various areas of the tourism, 

including the dirverse practices and components of the industry, such as transportation, 

accommodation, attractions, tour operations, and hospitality services. It examines the 

operational aspects of tourism businesses and their role in delivering quality experiences to 

travelers (Goeldner & Ritchie, Tourism: principles, practices, philosophies, 2009). 

 

Training and Job satisfaction  

There are strong empirical findings about the realationship among employee training 

and their job satisfaction. Zawistowska (2020) explores the potential application of the Sectoral 

Qualifications Framework for Tourism (SQFT) in developing descriptions related to tourism. 

It is a comprehensive framework designed to outline the qualifications, skills, and knowledge 

required for various roles within the tourism sector. It may encompass different levels of 

proficiency and expertise, catering to the diverse needs of the industry (Zawistowska, 2020). 

Tour guide training can have a positive influence on job satisfaction by enhancing guides' 

skills, providing professional recognition, fostering career advancement opportunities, 

improving performance, promoting a sense of purpose, creating a supportive work 

environment, and encouraging continuous learning. The article “Effect of tour guide service 

quality on tourist satisfaction: The mediating role of tourist–tour guide rapport” includes 

discussion about the implications of the findings for tour guide training and management 

practices. It emphasizes the importance of equipping tour guides with not only technical skills 

and knowledge but also interpersonal skills to establish rapport and enhance the overall tourist 

experience (Li, Wang, Jia, & Li, 2016). The meta-analysis about effectiveness of training 

provides insights into the overall effectiveness of training programs in organizations. It 

identifies factors that contribute to successful training outcomes, such as clear learning 

objectives, active learning methods, and opportunities for practice and feedback (Arthur, 

Bennett, Edens, & Bel, 2003). Various scholars underline the importance of training for 



Tamari KARBAIA 

135 
 

employee satisfaction (Colquitt, LePine, & Noe, 2000). Noe introduces in his book a 

comprehensive coverage of employee training and development practices, including the role 

of training in enhancing job satisfaction, motivation, and performance (Noe, 2013). Numerous 

authors explore the relationship between tour guide competency, service quality, and tourist 

satisfaction specifically among Chinese tourists (Ninpradith, Viriyasuebphong, & 

Voraseyanont). 

 

Customer Satisfaction 

In other words, tour guide competence is expected to positively influence tour quality, 

which in turn enhances tourist satisfaction and loyalty (Wang, Li, Li, & Wang, 2017). Studies 

state, that tour guide performance has influence on tourist satisfaction (Zhang, Deng, & Wang, 

2016) as they are co-creators of tourist experience (Sotiriadis & Shen, 2017). Moreover, 

Tourists' perceptions of tour guide performance are found to be influenced by factors such as 

the quality of information provided, the clarity and enthusiasm of delivery, the ability to engage 

and interact with tourists, and the level of personalization and attention to individual tourists' 

interests (Kontogeorgopoulos & Palmer, 2010). At the same time, Key factors that contribute 

to customer loyalty include employees' customer service skills, responsiveness to customer 

needs, personalized interactions, and the organization's overall commitment to customer 

satisfaction (Nepomuceno & Laroche, 2014). 

 

Sustainable Tourism and Tour Guides 

Different scientific literature is dedicated to supporting guides (Prideaux, The role of 

the tour guide in sustainable tourism, 2000)) .To be specific, “Sustainable Tourism: A Small 

Business Handbook for Success" (Dodds, 2010) offers practical guidance for small tourism 

businesses, including tour guides, while, "The Responsible Tourist Guide: Tourism, 

Responsibility, and Sustainability" examines the role of tour guides in promoting responsible 

tourism practices and fostering sustainability (Gössling & Hall, The Responsible Tourist 

Guide: Tourism, Responsibility, and Sustainability, 2010). Moreover, "Tourism and 

Hospitality: Issues and Developments" edited by Manuel Rivera, Salvador Anton Clavé, and 

José Luis González-Sánchez (2018) - includes chapters on sustainable tourism and the role of 

tour guides in destination management and interpretation. It provides insights into the 

challenges and opportunities facing tour guides in promoting sustainability. A book "Tourism 

Ethics" (Fennel, 2016) explores ethical issues in tourism, including the role of tour guides as 

interpreters of culture, heritage, and environmental issues. It discusses the ethical 

responsibilities of tour guides in promoting sustainable tourism practices and minimizing 

negative impacts on destinations. Another textbook "Tourism Management: An Introduction" 

includes a chapter on sustainable tourism management, which covers topics such as destination 

planning, stakeholder engagement, and the role of tour guides in delivering sustainable tourism 

experiences (Page S. , 2019). Their role is also important in promoting community-based 

tourism, ecotourism, and cultural heritage conservation (Mowforth & Munt, 2009) and 

interpreting environmental and cultural resources (Page S. J., 2011), therefore, it is important 

to educate tourists about environmental and social issues, as well as engaging with local 

communities to minimize negative impacts (Gössling & Hall, The Responsible Tourist Guide: 



THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 

136 
 

Tourism, Responsibility, and Sustainability, 2010). In order to “ shape destination 

competitiveness” (Ritchie & Crouch, 2003), tour guide training and certification programs 

ensure quality standards and professionalism within the tourism industry. To be specific, formal 

trainings acquire the necessary knowledge, communication skills, and cultural competence to 

effectively lead tours and enhance visitor experiences (Goeldner & Ritchie, Tourism: 

Principles, practices, philosophies, 2009).  

 

Research Design 

The research considered mixed approach as it consisted of quantitative as well as 

qualitative components. Tour guides Job satisfaction was studied by utilization of a survey  

(Brayfield & Rothe, 1954) with 19 research items. These criteria aims to determine whether 

employees experienced job satisfaction. Their performance was measured based on their 

costumers’ evaluations through filling out the survey (Meng & Sirakaya-Turk, 2010). Training 

evaluation was assessed by the adapted version of the instrument introduced by Francis (Kabii, 

Okello, & Kipruto, 2017)  

The regional context and challenges characterized for the specific geographical location 

was identified by approaching focus group of tour guides and tourists. The respondents for 

focus group were identified with nonprobability approach, specifically, snowball method 

introduced by Dave Ramsey. Potential respondents received the Informed Consent Letter with 

description of the research objectives and rights of the respondents. Several research 

instruments were translated into Georgian language and vice versa, were slightly modified and 

adapted to Georgian context, several research items were added, specifically, questions about 

demographic characteristics. As mentioned previously, data was collected from independent as 

well as agency-based tours guides working in Adjara region and their customers. The 

respondents for the quantitative data were selected randomly. The links with uploaded research 

items were sent to potential respondents electronically. The sample size was 190 tour guides 

and 190 costumers. 

 

Research Ethics 

The respondents were sent and asked to sign the form of Informed Consent to approve 

the participation in the research after obtaining information about the research objectives. The 

research was conducted based on the research ethical standards.  

 

Data Analysis 

Two focus groups were performed with 15 individuals presenting tour guides and 

costumers. Focus group identified certain challenges and trends faced by the tour guides and 

tourists to have more comprehensive overview of the situation. There are numerous services 

and entertainment activities for tourists, but more diverse opportunities for young people. Due 

to the climate with abundant precipitation in the region, the utilization of outdoor activities 

becomes limited. Moreover, in some village’s infrastructure is not fully available, specifically, 

proper roads and bridges limits the inclusive access. Moreover, it was stated, some of the guides 

had the lack of educational background and experienced lots of challenges related to customer 

satisfaction. Vast majority of the guides stated that capacity building activities, such as trainings 



Tamari KARBAIA 

137 
 

will promote their performance. One tourist mentioned that some Georgian political facts were 

misinterpreted, most of them relate low level of their job satisfaction due to their lack of 

knowledge and proper guidance. 

Quantitative as well as qualitative data was prepared, cleaned from missing values as 

well as outliers and Microsoft Excel file was imported to analyze by widely known and 

scholarly utilized SPSS to process big numeric data through performing various approaches. 

The response rate was quite high, specifically, approximately, 65 percent. The respondents 

were balanced in terms of sex, age, education level, tenure. Fifty percent of the respondents 

represented tour agency and the rest – individual tour guides. Data was obtained from 

individual tour guides and the rest of them – from agency-based guides.  

 

Tour guides’ job satisfaction 

Data was analyzed through different statistical approaches, specifically, descriptive 

statistics and univariate statistics (frequency, central tendency measurement, variation 

measurements, T-test, correlation analysis, regression analysis). 

H1: The relationship of tour guides training and their job satisfaction. 

 

Table 1.1 Distribution of Parameters and mean 

  

1 2 3 4 5 6 7 
6+7, in 

inverses1+2 

The mean 

characteristic is 

reversed in inverses 

Q1.1  There are some 

conditions concerning my 

job that could be 

improved 

0.0% 0.0% 0.0% 0.5% 18.0% 53.4% 28.0% 81.5% 6.1 

Q1.2 My job is like a 

hobby to me 
0.0% 0.0% 0.5% 23.3% 42.9% 15.3% 18.0% 33.3% 5.3 

Q1.3 My job is usually 

interesting enough to 

keep me from getting 

bored 

0.0% 0.0% 1.1% 11.6% 24.3% 39.2% 23.8% 63.0% 5.7 

Q1.4 seems that my 

friends are more 

interested in their jobs 

19.0% 39.2% 32.3% 9.5% 0.0% 0.0% 0.0% 58.2% 5.7 

Q1.5 I consider my job 

rather unpleasant 
40.2% 37.0% 20.1% 2.1% 0.0% 0.5% 0.0% 77.2% 6.1 

Q1.6 I enjoy my work 

more than my leisure time 
5.3% 7.4% 19.0% 34.9% 24.3% 8.5% 0.5% 9.0% 3.9 

Q1.7 I am often bored 

with my job 
37.0% 28.6% 18.5% 12.7% 0.0% 3.2% 0.0% 65.6% 5.8 

Q1.8 I feel fairly well 

satisfied with my present 

job 

0.0% 6.9% 10.1% 36.0% 31.2% 6.9% 9.0% 15.9% 4.5 

Q1.9  Most of the time I 

have to force myself to 

go to work 

35.4% 38.6% 21.2% 1.1% 0.5% 0.0% 3.2% 74.1% 5.9 

Q1.10 I am satisfied with 

my job for the time being 
0.0% 0.5% 5.3% 16.9% 26.5% 26.5% 24.3% 50.8% 5.5 

Q1.11 I feel that my job 

is no more interesting 

than others I could get 

10.1% 11.1% 28.6% 22.8% 16.4% 7.9% 3.2% 21.2% 4.4 

Q1.12 I definitely dislike 

my work 
53.4% 40.2% 2.6% 0.5% 0.0% 0.0% 3.2% 93.7% 6.3 

Q1.13 I feel that I am 

happier in my work than 

most other people 

0.0% 0.0% 3.7% 19.6% 33.9% 32.8% 10.1% 42.9% 5.3 



THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 

138 
 

Q1.14 Most days I am 

enthusiastic about my 

work 

0.0% 0.0% 7.9% 29.6% 40.2% 14.8% 7.4% 22.2% 4.8 

Q1.15 Each day of work 

seems like it will never 

end 

30.2% 41.8% 16.9% 7.9% 2.6% 0.0% 0.5% 72.0% 5.9 

Q1.16 I like my job better 

than the average worker 

does 

0.0% 0.5% 3.2% 10.1% 38.6% 33.9% 13.8% 47.6% 5.4 

Q1.17 My job is pretty 

uninteresting 
45.5% 38.6% 13.2% 2.6% 0.0% 0.0% 0.0% 84.1% 6.3 

Q1.18 I find real 

enjoyment in my work 
0.0% 0.0% 0.0% 16.9% 30.7% 36.5% 15.9% 52.4% 5.5 

Q1.19 I am disappointed 

that I ever took this job 
60.8% 38.1% 1.1% 0.0% 0.0% 0.0% 0.0% 98.9% 6.6 

 

Here are inverse parameters, where 1 and 2 answers are positive. From the first table, 

it can be seen that the problematic parameters are: 

 

Table 1.2 

  

6+7, in inverses1+2 

The mean 

characteristic is 

reversed in inverses 

Q1.6 1.6   I enjoy my work more than my leisure time 9.0% 3.9 

Q1.8 1.8   I feel fairly well satisfied with my present job 15.9% 4.5 

Q1.11 1.11   I feel that my job is no more interesting than 

others I could get 
21.2% 4.4 

Q1.14 1.14   Most days I am enthusiastic about my work 22.2% 4.8 

Q1.2 1.2   My job is like a hobby to me 33.3% 5.3 

Q1.13 1.13   I feel that I am happier in my work than most 

other people 
42.9% 5.3 

Q1.16 1.16   I like my job better than the average worker 

does 
47.6% 5.4 

Q1.10 1.10   I am satisfied with my job for the time being 50.8% 5.5 

From the 19 parameters mentioned above, we created a job satisfaction index, which 

becomes a minimum value of 0 or a maximum value of 1. The average value of the job 

satisfaction index is equal to: 71.46% - which is high enough. Let's find its average 

characteristic in terms of trainings: 

 

Table 1.3 
The index of job satisfaction among respondents who have 

undergone trainings is 75.07%, and the index of job 

satisfaction among respondents who have not undergone 

trainings is equal to 69.66%. That is, the satisfaction index 

among trained respondents is 5% higher, and this difference 

is statistically significant P=0.001<0.05. 
 

According to the findings, respondents indicated that they have not received training on tour 

planning and pricing (65%). They think that training in history and culture(65%), foreign 

language (66%) reptiles and marine ecosystems (51%), eco-tourism (62%), customer service, 

communication (82%) and computer (56%) skills can improve their job performance. It can be 

seen that the majority of the respondents evaluate the trainings positively. 

Having received 

training on tour 

planning and pricing 

 Job 

satisfaction 

(JS) 

1 Yes 75.07% 

2 No 69.66% 

Total 71.46% 

p 0.001 



Tamari KARBAIA 

139 
 

Let’s take a look on demographic data: 
 

 

        Table 1.5 Sex 

 

 

Table 1.4. Age group 

 

 Frequency Percent Valid Percent Cumulative Percent 

Valid 2 Competed basic education 35 18.5 18.5 18.5 

3 BA 97 51.3 51.3 69.8 

4 MA 57 30.2 30.2 100.0 

Total 189 100.0 100.0  

Table 1.6 Educational level 

 

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

Valid 2 From 2 up to 5 years 64 33.9 33.9 33.9 

3 From 5 up to 10 years 98 51.9 51.9 85.7 

4 More than 10 years 27 14.3 14.3 100.0 

Total 189 100.0 100.0  

Table 1.7 Tenure 

 

 

 Frequency Percent Valid Percent Cumulative Percent 

Valid 1 I am tour agency-based guide 95 50.3 50.3 50.3 

2 I am an independent guide 94 49.7 49.7 100.0 

Total 189 100.0 100.0  

Table 1.8 Choose one from the following list 

 

 

Relationship of the job satisfaction index with demographic variables: 

 

 

 

It can be seen from the table that respondents aged 45-54 have the 

highest job satisfaction (83.65%), and respondents aged 55-64 have 

the lowest satisfaction (50.20%). 

 

Table 1.9 Mean   

 

 

 

 

The more experience the guide has, the higher the satisfaction 

with the trainings. Job satisfaction does not have an influence 

on gender, profession, education, type of guide. 
Table 1.10 

 

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

Valid 1 18-24 41 21.7 21.7 21.7 

2 25-34 57 30.2 30.2 51.9 

3 35-44 59 31.2 31.2 83.1 

4 45-54 23 12.2 12.2 95.2 

5 55-64 9 4.8 4.8 100.0 

Total 189 100.0 100.0  

 

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

Valid 1 

Female 

103 54.5 54.5 54.5 

2 Male 86 45.5 45.5 100.0 

Total 189 100.0 100.0  

 

Age group 

JS/Job 

Satisfaction 

1 18-24 69.19% 

2 25-34 70.47% 

3 35-44 72.49% 

4 45-54 83.65% 

5 55-64 50.20% 

Total 71.46% 

P 0.001 

 

Tenure 

JS/ Job 

satisfaction 

2 From 2 up to 5 years 68.47% 

3 From 5 up to 10 years 72.32% 

4 More than 10 years 75.44% 

Total 71.46% 

P 0.01 



THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 

140 
 

Costumers Satisfaction 

H2: The relationship of Costumers’ satisfaction and demographic variables. 

Univariate analysis and Statistics 

  2 4 5 6 7 6+7 Mean 

Attending my needs promptly 0.00% 1.05% 32.11% 47.37% 19.47% 66.84% 5.85 

Interested in solving my problems  0.00% 0.53% 26.84% 53.16% 19.47% 72.63% 5.92 

Understanding my specific needs 0.00% 0.00% 16.32% 48.95% 34.74% 83.68% 6.18 

Made traveling more enjoyable/  0.00% 0.00% 17.37% 47.37% 35.26% 82.63% 6.18 

Pre-tour briefing (references to shopping; 

food, fees etc.) 
0.00% 0.00% 11.58% 42.11% 46.32% 88.42% 6.35 

Visiting scenic  spots (manner and content of 

the guide's interpretation of scenic-spots, 

additions or deductions of scenic-spots) 

0.00% 0.00% 8.42% 43.68% 47.89% 91.58% 6.39 

Got things right first time 0.00% 0.00% 23.68% 49.47% 26.84% 76.32% 6.03 

Travel guide never too busy to respond 0.00% 0.00% 17.89% 46.32% 35.79% 82.11% 6.18 

Delivered services on time 0.00% 0.00% 8.95% 42.63% 48.42% 91.05% 6.39 

Knowledgeable guide 0.00% 12.11% 38.42% 34.21% 15.26% 49.47% 5.53 

consistently courteous 0.00% 0.00% 7.37% 40.53% 52.11% 92.63% 6.45 

guide made me to feel secure 0.00% 0.00% 9.47% 42.11% 48.42% 90.53% 6.39 

Staff always willing to help 0.00% 0.00% 6.84% 48.42% 44.74% 93.16% 6.38 

Travelers' best interests at heart 0.00% 0.00% 10.53% 38.42% 51.05% 89.47% 6.41 

Individualized attention to travelers 0.00% 4.74% 13.68% 42.11% 39.47% 81.58% 6.16 

Guide kept customers informed 0.53% 4.74% 13.16% 42.63% 38.95% 81.58% 6.14 

No excessive waiting time 0.00% 0.00% 12.11% 44.74% 43.16% 87.89% 6.31 

Table 2.1 

 

From listed provisions, three research items received a relatively low rating 

The rest of the provisions received a fairly high 

rating. Accordingly, the index consisting of 

these 17 variables received a sufficiently high 

value of 6.19 on a 7-point scale, i.e. 77.38% of 

the maximum value - which is quite a high 

indicator. 
Table 2.2 

Job Satisfaction 

Index 
  

Mean 6.19 77.38% 

Table 2.3 

 

Consider the correlation of the satisfaction ratio with demographic data: 

 

The satisfaction index has a statistically 

significant correlation with age 

(P=0.01<0.05), while the correlation 

coefficient is negative r=-0.197, that is, 

a negative relationship with age means 

that respondents of younger age are 

more satisfied. 
Table 2.4. Correlations 

  

6+7 sum of 

evaluation 

percentage 

mean 

Knowledgeable guide 49.47% 5.53 

 Attending my needs promptly 66.84% 5.85 

Interested in solving my 

problems  
72.63% 5.92 

Got things right first time 76.32% 6.03 

 

  

age_gr 18. Please indicate the Age 

group/  

Satisfaction Pearson Correlation -0.197 

Sig. (2-tailed) 0.01 

N 190 

**. Correlation is significant at the 0.01 level (2-tailed). 



Tamari KARBAIA 

141 
 

The satisfaction index has a statistically significant correlation with age (P=0.01<0.05), while the 

correlation coefficient is negative r=-0.197, that is, a negative relationship with age means that 

respondents of younger age are more satisfied. 
 

 

 

The average index of satisfaction in women is 6.2, and in men 6.19, the 

difference between them is not statistically significant p=0.76>0.05. That 

is, satisfaction does not differ by gender. 

 
 

Table 2.5   Sex 

 

 

 

 

Satisfaction index in relation with a1.20 is not statistically 

significant as p=0.74>0.05 and are not different. 
 

 

 

Distribution of Demographic research items 
 

Table 2.7 Age group 

 Frequency Percent Valid Percent Cumulative Percent 

Valid 1 18-24 44 23.2 23.2 23.2 

2 25-34 23 12.1 12.1 35.3 

3 35- 44 52 27.4 27.4 62.6 

4 45-54 38 20.0 20.0 82.6 

5 55-64 9 4.7 4.7 87.4 

6 65+ 24 12.6 12.6 100.0 

Total 190 100.0 100.0  

 

 

Table 2.8 Sex 

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

ValidValid 1 Female 94 49.5 49.5 49.5 

2 Male 96 50.5 50.5 100.0 

Total 190 100.0 100.0  

 

 

Table 2.9 Please choose one from the options below 

 Frequency Percent 

Valid 

Percent 

Cumulative 

Percent 

Valid 1 Service was 

provided by 

independent guide 

95 50.0 50.0 50.0 

2 Service was 

provided by tour 

agency-based guide 

95 50.0 50.0 100.0 

Total 190 100.0 100.0  

 Satisfaction 

Index  

1 Female 6.20 

2 Male 6.19 

Total 6.19 

P 0.76 

Table 2.6 Please choose one 

from the options below  

Satisfaction 

Index 

1 Service was provided by 

independent guide 

6.19 

2 Service was provided by tour 

agency-based guide 

6.20 

Total 6.19 

p 0.74 



THE IMPORTANCE OF TOUR GUIDES TRAINING IN ADJARA REGION, GEORGIA 

142 
 

Research Findings and Implications 

According to the findings, there is higher level of job satisfaction for those that have 

undergone the trainings compared with others. Only age influences the level of costumers’ 

satisfaction. The findings can be interesting and beneficial for representatives of the 

management of the tourism sector in Adjara region to plan the relevant intervention or 

prevention mechanisms to promote development of tourism in Adjara region. 

To conclude, there can be drawn several recommendations to promote sustainability. 

 To provide relevant Infrastructure, roads, bridges in rural areas to make the destinations 

inclusive. 

 Managing the competencies of independent as well as agency-based tour guides. If we 

consider, that in Adjara region, there is a high demand of providing service for 

international tourists, it is crucial to equip guides with proper information about our 

history, political, cultural contexts.  

 Introducing mandatory training and certification courses for guides. 

 Performing research systematically to focus on total quality control and improvement 

of guides’ service. 

 Providing more diverse touristic services for older generation. 

 

Limitations and Future research 

Despite the reliability and validity of the research instruments, as they have been 

utilized in other studies, major limitation is about the sample size, which is not significantly 

big. Even though all the statistical procedures were performed properly, there is still the issue 

of social desirability of the tour guides that could negatively influence the responses. Also, the 

findings are relevant for regional context and might need additional research in different 

context. Moreover, the qualitative instrument, discussion plan about the challenges in the field 

is created by the author and has lack of generalizability as well as validity.  

 

 

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	Introduction
	Literature Review
	Local Context of Adjara Region
	International Practices
	Tour Guides’ Competences
	Training and Job satisfaction
	Customer Satisfaction
	Sustainable Tourism and Tour Guides

	Research Design
	Research Ethics
	Data Analysis
	Tour guides’ job satisfaction
	H1: The relationship of tour guides training and their job satisfaction.

	Costumers Satisfaction


	Research Findings and Implications
	Limitations and Future research

	REFERENCES

