Satisfaction measurement in guided tours

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.