This exploratory project investigated the understudied topic of destination ambassador programs, specifically their efforts to increase tourist satisfaction by training local stakeholders for positive, informative interactions with tourists. Twenty-seven USA destination ambassador program representatives from 21 states were interviewed by phone to discuss their program's purpose, structure, value, and challenges. Seven themes emerged that help explain the ambassador programs: 1) organizations that created and administered destination ambassador programs, 2) purpose and content delivered, 3) program delivery, 4) funding, 5) benefits, 6) challenges, and 7) desired changes. Beneficial outcomes included: 1) increased or better customer service, 2) increased awareness of both the importance of tourism as an industry and local attractions, and 3) strengthened relationships between local tourism stakeholders. The various ambassador types are explained, leading to defining a destination ambassador program. Stakeholder, social exchange, and community attachment theories are theoretical underpinnings of this study as they help explain the tourist-local resident relationships. These findings can be used by practitioners and researchers, as this is one of a few articles on destination ambassador programs and the most holistic one of which the authors are aware. Practitioners can compare their programs to the findings to see how they equate, generate program ideas, and help determine if creating a program is an option for their destination. Researchers can use the results as baseline data for additional destination ambassador studies.

这个探索性项目调查了目的地大使计划中未被研究的主题，特别是他们通过培训当地利益相关者与游客进行积极、信息丰富的互动来提高游客满意度的努力。来自 21 个州的 27 名美国目的地大使计划代表接受了电话采访，讨论了他们计划的目的、结构、价值和挑战。出现的七个主题有助于解释大使计划：1) 创建和管理目的地大使计划的组织，2) 目的和交付的内容，3) 计划交付，4) 资金，5) 收益，6) 挑战，以及 7) 期望的变化. 有益的结果包括：1) 增加或更好的客户服务，2) 提高对旅游业作为一个产业和当地景点的重要性的认识，3) 加强当地旅游利益相关者之间的关系。解释了各种大使类型，从而定义了目的地大使计划。利益相关者、社会交换和社区依恋理论是本研究的理论基础，因为它们有助于解释游客与当地居民的关系。这些发现可供从业者和研究人员使用，因为这是关于目的地大使计划的几篇文章之一，也是作者所知的最全面的一篇。从业者可以将他们的程序与调查结果进行比较，看看它们如何等同，产生程序想法，并帮助确定创建程序是否是他们目的地的选择。研究人员可以将结果用作其他目的地大使研究的基线数据。