ABSTRACT
This chapter begins to detail the roles played by the service provider and how that role is influenced by the social situation. Sometimes the service provider needs to play a passive role, while more active participation may be required in other situations. Despite the level of involvement, one goal always remains – to satisfy the customer or client. This chapter distinguishes the categorical differences between an interactive encounter and a relational service situation, and how these differences are played out, using examples from the tourist industry. The characteristics of the role players are defined and elaborated upon in order to put forth a plan for service providers and what is expected of them. The remaining part of the chapter deals with the bonding of the tourist customer service provider relationship through various emotions and motivations.
