A Framework for Evaluating the Performance of Tour Guides' Professional Skills in Iran

The objective of this research is to develop a suitable model for evaluating the performance of professional skills among tour guides. A combination of scientific sources and questionnaire tools was employed to investigate this issue. The study was conducted in the summer of 2022 on a sample of 27 individuals comprising industry professionals, university experts, and tour guides in Iran. After finalizing the criteria and indicators (consisting of 7 criteria and 28 indicators), a structural equation modeling approach (SEM) was used to classify the criteria into three levels and present the research model. Furthermore, the influence and dependence of each criterion were examined. The findings of the research highlight the significance of the "enhancement of individual abilities and specialized knowledge" criterion, which emerged as the most influential one deserving greater attention.