Abstract
This study applied a modified importance–performance analysis (IPA) to evaluate tour guide performance in China from both domestic visitors' and foreign English-speaking visitors' perspectives. Based on data collected in Shanghai, China's largest city, IPA matrices were mapped out. The results suggest that tour guides in China should improve their proficiency in guiding languages, work ethically to introduce reliable shopping to visitors, foster a good sense of humor, and enhance destination knowledge. Tourism authorities in China can refer to findings of this study in developing tour guide training programs and other policy-making practices for tour guides.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
