The Asymmetric Effect of Tour Guide Service Quality on Tourist Satisfaction

The purpose of this study was to examine the asymmetric effect that tour guide service quality (TGSQ) exerts on tourist satisfaction (TS). Tour guides perform a vital professional role in the tourism industry. Tour guide performance not only helps shape a tourist’s impressions of a destination but also has a significant influence on evaluations of a travel agency. This study focuses on asymmetric effects between the quality of tour guide service and the satisfaction of tourists visiting Taiwan. Questionnaires were collected from Mandarin-speaking tour groups (309 valid questionnaires) and English-speaking tour groups (254 valid questionnaires). Regression analysis and the dummy variable coding technique were employed to analyze data. Results suggest that a tour guide’s score on measuring knowledge and problem-solving ability can lead to significant asymmetric negative effects on TS. When a tour guide scores well in interpersonal communication and organization and professional competence, however, there are significant asymmetric positive effects on TS. Implications and future research directions are discussed based on these findings.