Abstract
Tour guides are integral parts of the group package tour (GPT) and key front-line employees in the tourism industry. Previous research on tour guides has not been extended to the era of online travel shopping. We thus proposed and examined a two-tier triadic business model consisting of the online travel agent (OTA), the offline travel supplier (OTS), tourists and tour guides using a mixed methodology. The results indicated that attribution theory plays a role in tourists' repurchase intention only towards the OTA and not towards the OTS. However, across all scenarios, the interaction effects of tour guides' attitude and attribution dimensions on repurchase intention are significant. Notably, tourists’ repurchase intention is always higher towards an OTA than towards an OTS in all service failure conditions. Implications of tour guide service quality management and online travel marketing are also provided.
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