“…The extent to which, and ways in which, guides influence tourist understandings, knowledge, and behaviors of sustainability has been the focus of some international research (Powell and Ham, 2008;Randall and Rollins, 2009;Weiler and Kim, 2011;Pereira and Mykletun, 2012), without conclusive results, and to date the Norwegian context has not been studied. Some of the international research has paid attention to tour guides as potential agents of change (see Zillinger et al, 2012;Jonasson et al, 2013;Rokenes et al, 2015;Vold, 2015;Weiler and Black, 2015;Jonasson and Smith, 2017) and there is evidence of a growing research focus on "the relationship between face-toface interpretation/tour guiding and sustainability" (Weiler and Black, 2015, p. 76), at least in wildlife tourism (see Zeppel and Muloin, 2008;Ballantyne et al, 2009). Tourists' expectations about what they will experience on a tour arise partly from the information provided by tour companies (Collado et al, 2009;Skinner and Theodossopoulos, 2011).…”