Dynamics in Tour Operation Management: A Deep Insight Into Challenges Through the Lens of Professional Tourist Guides

ABSTRACT

Grounded in the Broken Windows Theory, JD‐R Model, and Self‐Determination Theory, the goal of this study is to identify the operational issues that occur in the pre‐tour, during‐tour, and post‐tour processes from the perspective of professional guides. Adopting a qualitative approach, data were collected through synchronous online interviews with 16 licensed guides. Thematic analysis revealed a total of 24 distinct issues, with 56.8% occurring during the tour, 32% before, and 11% after. Key pre‐tour issues include low fee offers, lack of official documents, errors made by unprofessional agencies, and the non‐submission of itineraries. During the tour, guides reported challenges such as negative behaviors of tour leaders, restaurant‐related problems, absence of insurance, inexperienced drivers unfamiliar with routes, illegal guiding practices, outdated vehicles, and faulty itineraries. After the tour, the challenges notably decrease and are primarily financial in nature, including payment delays, non‐payment, and fee deductions. The thematic pattern identified in this study is expected to contribute to the development of future measurement scales and provide a theoretical basis for further research in tour management and guide wellbeing.