Sightseeing volunteer guides have been able to maintain their current status due to the sense of security and clearness that comes from the fact that they are volunteers and therefore free as well as the security and guarantees that come with an established brand.
観光ボランティアガイドが今日の地位を確保しえたのも、一つには「ボランティア」つまり「無料」であるという安心感、わかりやすさ、つまりブランド構築における「安心」「保証」である。