Assessment of Tour Guiding Communication Competencies Among Tourism Management Students of Nueva Ecija University of Science and Technology

Abstract

This study assessed the tour guiding communication competencies among Tourism Management students of the Nueva Ecija University of Science and Technology (NEUST). Specifically, the research evaluated students’ competencies in terms of verbal communication skills, non-verbal communication skills, clarity and organization of tour commentary, audience engagement and interaction, and confidence and delivery. The study employed a descriptive quantitative research design using a structured survey questionnaire administered to 116 Tourism Management students enrolled during the academic year 2025–2026. Respondents were selected through purposive sampling based on their participation in tour guiding courses and activities. Data were analyzed using frequency, percentage, weighted mean, and ranking. Findings revealed that the majority of respondents were aged 19–21 years, predominantly female, and mostly third-year students. Among the communication competency dimensions, Clarity and Organization of Tour Commentary obtained the highest weighted mean of 3.59, interpreted as Strongly Agree, indicating that students are capable of presenting information logically and coherently. Verbal Communication Skills also received a Strongly Agree rating with a weighted mean of 3.50. Meanwhile, Non-Verbal Communication Skills, Audience Engagement and Interaction, and Confidence and Delivery were rated Agree, suggesting areas for further improvement. The study concluded that Tourism Management students possess strong foundational communication competencies necessary for effective tour guiding; however, additional practical exposure, confidence-building activities, and communication enhancement programs are necessary to further develop their professional readiness as future tourism practitioners and tour guides.