A Revised Importance–Performance Analysis of Tour Guide Performance in China

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.