The Impact of Interactive Quality between Tour Guides and Tourists on Tourist Perceptions --A Model with Tourist Perceived Risks as Mediator.

Service quality of a tour guide has always been the focus of controversy in the area of tourism service. The paper tries to construct a structural equation model consisting of three dimensions (conduct, expertise and problem solution of tour guides, as antecedents, tourist personal risks and non-personal risks as mediator and tourist perceived value and satisfaction as consequence variables. By using 530 tourists who have been rendered the service of travel services as a sample, the authors find that it is likely to significantly reduce tourist perceived personal risks and enhance tourist perceived value and satisfaction by upgrading the conduct, professional expertise and the ability of tour guides. However, the impact of interactive quality between tour guides and tourists on tourist perceived non-personal risks and the impact of tourist perceived non-personal risks on tourist perceived value and satisfaction are relatively complicated. [ABSTRACT FROM AUTHOR]