Study of the Tour Guide Interactive Quality’s Impact on the Tourist Re-travelling Intention based on the Tourist’s Perceived Value: A Case Study of Bali Travelling

In recent years, the number of Chinese people travelling abroad is becoming the number one in the world. However, Chinese tourists surprisingly has lower customer perceived value and satisfaction. This paper took Bali Island travelling as a case study. It investigated 260 tourists and got 206 effective samples. The study shows that tour guide interactive quality has a positive impact on the tourists’ perceived value. This value consists of economic value, affection value, social value, and epistemic value. Perceived value has taken on the part of mediating the effect of re-travelling and also gave recommendation. Travel companies, however, should give more importance to the tour guide training and the travel itinerary designing based on the tourists demand. Also, they should provide more information and knowledge to the tourists to satisfy their epistemic requirements. In addition, they should improve their willingness of re-travelling and recommendation.