Assessing Visitors Preference of Various Roles of Tour Guides in the Himalayas

Abstract

The purpose of this study is to explore the role structure framework and assess the importance of tour guides in the Himalayas. The data for this study were collected from 225 trekkers to Annapurna Conservation Area, Nepal. Three distinct components—social, instrumental, and educational—were identified in the roles of tour guides. Visitors' evaluation of the three components showed that the instrumental sphere was the most important followed by the educational and social spheres. Additionally, it was also found that visitors' preferences for the roles of tour guides vary with sociodemographic and trip characteristics. Management implications of the study results were also discussed.