“…Pagel (2021) reports various benefits from the presence of in-water guides, including reducing customer anxiety, elevating confidence, enhancing safety, and providing information on animal behavior. The importance of meeting customer expectations though quality marine interpretation is well established (Littlejohn et al, 2016;Lȕck, 2015), as is the central role of passenger briefings that clarify daily itineraries and marine safety procedures (Wilks et al, 2020), which are essential for avoiding any misunderstandings and disappointment.…”