An integrated framework of tour guide interaction quality, tourist perceived risk and satisfaction

Tour guide service quality has always been the focus of controversy in the tourism service area. This paper constructs an integrated framework of tour guide interaction quality, tourist perceived risk and satisfaction, exploring the working mechanism between tour guide interaction quality and tourist perceptions. Using survey data from 517 tourists who have used tour guide service in China´s four cities, the authors find that it is useful to lower the tourist perceived personal risk and enhance the tourist perceived value and satisfaction by improving the tour guide´s attitude, behavior and expertise. However, the effects of interaction quality on non-personal risk and non-personal risk on perceived value and satisfaction are complex comparatively.