Using the Analytic Hierarchy Process to Establish a Tour Guide Selection and Evaluation Model

Abstract

This study aims to examine the criteria for the selection of tour guides, in order to help travel agencies in Taiwan selecting suitable tour guides with a more objective and consistent approach. A tour guide is the life and soul of an organized tour, as well as an important key for the success of the tour. Following the acquisition of expert opinions by the Delphi method, the Analytic Hierarchy Process (AHP) is used to allocate the selection criteria of a tour guide into different levels of hierarchy. The selection criteria include personal attributes, professional knowledge, professional skills and customer service attitude. The results suggested that professional skills are more important than customer service attitude, while professional knowledge is more important than personal attributes. The top three criteria for the selection of a tour guide are “possessing a qualified tour guide license”, “being able to provide explanations clearly and fluently” and “handling matters sensibly and meticulously”, indicating that personal attributes are the priority criteria for the evaluation of a tour guide. The findings can help to shorten the tour guides selection process, as well as assist travel agencies to recruit suitable tour guides in a more objective and consistent manner.