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Tour guides under zero-fare mode: evidence from China

Author

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  • Yueying Xu (Hazel)
  • Nancy Gard McGehee

Abstract

The zero-fare tour is a common phenomenon in China that receives a great deal of attention from the popular press but little attention in the tourism literature. This qualitative study illuminates the previously unheard voice of the zero-fare group tour guides, examining their work attitudes and relationships with tourists, tour operators, and tourism administrators. A two-phase pre- and post-interview approach is used to examine the impacts of the 2013 tourism law on the tour guides. Findings indicate that tour guides struggle with conflicting feelings towards the zero-fare tour and their place within it. For instance, the informants describe themselves as scapegoats of the zero-fare tour mode, yet they also enjoy the freedom and opportunity it presents. The study concludes with a call for more thoughtful consideration of the policy and governance of the zero-fare tour.

Suggested Citation

  • Yueying Xu (Hazel) & Nancy Gard McGehee, 2017. "Tour guides under zero-fare mode: evidence from China," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(10), pages 1088-1109, July.
    • Handle: RePEc:taf:rcitxx:v:20:y:2017:i:10:p:1088-1109
    DOI: 10.1080/13683500.2016.1149155
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