Tour guides as a supportive tool for the experiential image of Jordan's destination: a French tourists perspective

Tour guides as representatives for any destination by playing a vital role in supporting destinations experiential image (EI), and they could be a successful service recovery tool for improving EI. The purpose of this paper is to assess the experiential image of Jordan as a destination and how this destination is perceived by the French tourists as well as the role played by tour guides as a supporting tool for the image of destinations. A structured questionnaire was distributed to the French tourists after they'd spent a few days in Jordan. The main findings of this paper revealed that both hypotheses received empirical support. This study highlights the importance of tour guides in destination EI studies. Implication and future venues discussed.