THE ROLE OF THERAPEUTIC COMMUNICATION IN TOURISM SERVICE
DOI:
https://doi.org/10.37435/nbr.v7i2.134Keywords:
therapeutic communication, tourism, hospitality, customer experience, service management, organizational resilienceAbstract
Purpose: This article presents a review of the role of therapeutic communication in tourism and hospitality service management, as empathic, caring, and humanistic communication improves customer satisfaction, staff performance, and organizational competitiveness.
Design/Methodology: The article will utilize a literature review of recent studies in the field, conducted using a qualitative descriptive approach by searching journals, books, and policy documents. Literature and documentary analysis were used to collect data, and thematic analysis was conducted according to Miles and Huberman's (2019) framework. Triangulation was used to ensure validity.
Findings: The results show that therapeutic communication—in the form of face-to-face communication, intercultural adaptation, crisis management, and digital media— has a positive impact on the quality of services provided, customer trust and loyalty, and favorable customer experiences (Abdulaziz et al., 2023; Saez-Ruiz, 2024). It also strengthens employee motivation and resilience, reduces work stress, and facilitates sustainable service management (Liu-Lastres, 2024; Anwar et al., 2024). However, challenges such as lack of employee training, cultural and language barriers, operational pressure, and insufficient digital empathy remain (Arjona-Granados, 2025; Luka, 2024).
Originality: This document is one of the first to synthesize therapeutic communication as a communication tool and management instrument in the tourism and hospitality sector, and therefore significantly contributes to the sustainability of guest experiences, organizational stability, and competitive advantage.
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