COMMUNICATIVE CREATIVITY OF SPECIALISTS IN THE FIELD OF TOURISM AND HOSPITALITY IN TURKESTAN: INDICATOR OF THE SERVICE QUALITY
Keywords:
communicative creativity, tourism specialists, hospitality sector, Turkestan, service quality, professional communication, tourism management, customer satisfaction, cultural competenceAbstract
This study investigates the relationship between communicative creativity and service quality among tourism and hospitality specialists in Turkestan, Kazakhstan. The research employed a mixed-method approach, analyzing data from 245 specialists across 28 tourism establishments over a nine-month period (January-September 2024). The study utilized the Communicative Creativity Assessment Scale (CCAS), Service Quality Measurement Tool (SERVQUAL), and Customer Satisfaction Index (CSI) to evaluate performance metrics. Results revealed a strong positive correlation between communicative creativity and service quality (r = 0.78, p <0.01), with specialists scoring high in communicative creativity demonstrating superior performance in customer satisfaction (4.6/5.0 vs 3.4/5.0), problem resolution (92% vs 67%), and cultural adaptation (4.8/5.0 vs 3.2/5.0). Longitudinal analysis showed significant improve ent in
communicative creativity scores following targeted training interventions, with mean scores increasing from 3.4/5.0 to 4.3/5.0 (p <0.001). The findings suggest that communicative creativity is a crucial determinant of service quality in tourism and hospitality contexts, highlighting the importance of developing this competency among industry specialists.
