This study examined the impact of tour guides' rapport-building behaviors on tourists’ positive emotions and how those emotions influence subsequent behaviors in three specific areas: self-enhancing word-of-mouth, decreased price consciousness, and tolerance to service failure. To do this, 322 online and offline surveys were collected from tourists who had taken guided tours with Korean travel agencies during the past five years. By examining prior studies, the rapport-building behaviors were classified into five factors; uncommonly attentive behavior, common grounding behavior, courteous behavior, connecting behavior, and information-sharing behavior. As a result of the study, uncommonly attentive behavior and courteous behavior positively influenced the tourists’ emotions, while common grounding behavior, connecting behavior, and information-sharing behavior had no effect. This study also confirmed that tourists’ positive emotions had a significant effect on both self-enhancing word-of-mouth, decreased price consciousness of tourists, and tolerance for future service failures.

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