This study aims to quantify the associations among employee’s communication skills (language ability, body language and personal appearance), restaurant image and tourist behaviour.
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.
The results revealed that language ability, body language and personal appearance impacted restaurant image, which, in turn, affected tourist behaviour.
This study will contribute a better understanding towards employee’s communication skills in Aqaba city resorts and restaurants.
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.
