Tour Leaders' Impression Management and Job Performance: Exploring the Moderating Role of Tourists' Self-Monitoring

A tour leader (TL) is a first-line service provider whose performance shapes a tourist's experience and satisfaction during a journey. We examine the moderating effects of the self-monitoring level of group package tour members on the relationship between the use of impression management (IM) tactics by TLs and tourists' subsequent job performance ratings (PRs) of a TL. Data from 485 responses of tourists from 59 outbound tour groups in Taiwan revealed that TLs' use of positive IM tactics – that is, ingratiation, self-promotion, and exemplification – is positively related to tourists' PRs. In contrast, their use of non-positive IM tactics – that is, supplication and intimidation – is negati…