Analysis of the Role of Tour Leader Professional Leadership in Creating a Travel Agency Brand Image
DOI:
https://doi.org/10.31328/bmb.v7i1.946Keywords:
Travel Agency, Brand Image, Tourism Leadership Role, Tour LeaderAbstract
This study aims to identify the role of tour leader leadership in shaping the brand image of travel agencies and to examine how such leadership influences brand perception. A descriptive qualitative approach was employed, utilizing in-depth interviews, observations, and documentation involving tourists, tour leaders, and travel agencies. The findings indicate that tour leader leadership plays a critical role in conveying company values and creating positive tourist experiences, which in turn contribute to the formation of a strong brand image. Effective leadership is reflected through communication skills, tour management, and responsiveness to tourist needs. However, the study also identifies several challenges, including limited training provided by travel agencies, difficulties in obtaining professional certification, low awareness among tour leaders, and a lack of public trust in new practitioners. These findings highlight the importance of strengthening institutional support through structured training programs, comprehensive certification systems, and collaboration with government stakeholders to enhance the professionalism of tour leaders as key actors in tourism development. This study contributes by positioning tour leaders as strategic agents in brand co-creation and offers practical insights for improving service quality and brand image in the travel agency sector.
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