Satisfaction measurement in guided tours

Aviva Geva, Arieh Goldman

Research output: Contribution to journalArticlepeer-review


Companies offering guided tours dwell on participants satisfaction in controlling the tour quality. The responsibility for achieving participants satisfaction is mostly delegated to the guide who is in a good position to customize the tour's quality to the individual needs and preferences. This article questions the widespread assumption that the tour companies are directly credited with the success of the guide and with the customer's satisfaction of the tour performance. The findings of an empirical study, investigating 15 guided tours from Israel to Europe and the United States, highlight the vulnerability of the tour company in the tripartite company-guide-consumer relationship. The managerial implications of the findings are explored.

Original languageEnglish
Pages (from-to)177-185
Number of pages9
JournalAnnals of Tourism Research
Issue number2
StatePublished - 1991
Externally publishedYes


  • attribution theory
  • consumer satisfaction
  • guided tours
  • motivating guides
  • satisfaction analysis


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