Abstract
ABSTRACT Tour guides are one of the key players in maintaining a sustainable operation of travel agencies in the industry. They play an essential role in generating tourist satisfaction and revisiting intentions. This study aims to explore the role of tour guide performance on tourist satisfaction and behavioral intention. The data were collected from 384 international tourists in Kuala Lumpur, Malaysia. The results show that tour guides and tourist satisfaction have a positive impact on their behavioral intentions, which in turn affects their revisit intentions and reputation. In addition, this study confirms the key role of tourist satisfaction as a moderator. This study contributes to the tour guiding industry, proposing the impeding needs for tour guides to strengthen their professional competences and competitiveness.
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