Exploring the Selection and Training of Tour Leaders: An Evaluation Model Based on the Analytic Hierarchy Process

Abstract

Since the outbreak of the global pandemic in 2020, the tourism industry in various countries has nearly come to a standstill, resulting in many individuals who previously worked as tour leaders shifting to other professions due to financial issues. As the pandemic gradually eases and border controls are progressively relaxed, the outbound travel market is seeing a glimmer of recovery. This signifies that the demand for tour leaders will increase for travel agencies. Tour leaders are not only promoters of business sales but also frontline service personnel who interact directly with customers. Their performance directly affects customer satisfaction with travel itineraries. Therefore, travel agencies must pay special attention to selection criteria when re-selecting tour leaders. This study aims to explore the selection criteria for tour leaders to assist travel agencies in objectively and effectively evaluating suitable candidates. Although tour leaders may not play as central a role in travel activities as tour guides, they remain crucial factors influencing the success or failure of travel activities. This paper collects expert opinions through the Delphi method and employs the Analytic Hierarchy Process (AHP) to categorize the selection criteria for tour leaders into five main dimensions and sixteen indicators, covering aspects such as personal conditions, professional knowledge, professional skills, service attitude, and execution capability. The ultimate goal of this study is to provide travel agencies with a more objective and effective basis for selecting tour leaders.