The Art of Guiding in Nature-Based Adventure Tourism – How Guides Can Create Client Value and Positive Experiences on Mountain Bike and Backcountry Ski Tours

This paper examines the ways in which guides contribute to creating value to clients. The context is nature-based adventure tourism in the specific mediums of mountain bike and backcountry ski tours in Utah and Idaho, USA. Qualitative interviews of clients and guides combined with participant observations are used to explore how guides interact with clients to increase their perceived value. Important findings are related to how guides use their knowledge about the activity, the area, safety management, as well as their organizational skills, to effectively and conveniently facilitate fun experiences with minimum risk exposure. The paper also documents guides’ contributions related to learning, relational aspects, entertainment techniques, and providing information about environmentally friendly behavior. An important theoretical contribution is the identification of how guides carefully balance thrilling and safe experiences and avoid experiences that cause anxiety. The study documents how guides can contribute to prevent negative incidents like conflicts within the client group, or possible accidents. The study indicates that there is a potential for increased contributions from guides especially related to choreographing experiences, interpreting nature, and learning of behaving environmentally.