Toward a Theory of Quality in Cruise-Based Interpretive Guiding

A case study of cruise-based nature tourists in Alaska and the Galapagos Islands is used to examine the theoretical underpinnings of “quality” in nature-based interpretive guiding. Fixed-response and open-ended questionnaire items were used to examine the prominence of eight dimensions of quality drawn from research on effective interpretation. Results indicate that passengers define quality guides as those who are passionate, insightful, enjoyable, relevant, and easy-to-follow. Corroborating these dimensions of quality were passengers’ open-ended statements about the attributes they associate with an ideal interpretive guide. The findings seem consistent with prior research on interpretation and are grounded in behavioral theory.