This study was conducted by using a qualitative case study approach to explore the critical issues relating to tour guides‟ service quality. The qualitative methodology is particularly appropriate for exploring a previously underresearched phenomenon [26], and it seeks depth over breadth and attempts to learn the subtle nuances of the topic of investigation. The case study approach seeks to uncover meaning by analyzing rich, non-numerical information in a context of a particular case or multiple cases. It offers the opportunity of discovering “the reality working behind the reality” [27].