How do you know a Company's Reputation?

Possible Good Sources:
      Social Media Presence: Company's profile’s user posts on ‘X’ & AI, Instagram, et al;    
      Independent Forums: for consumer facing businesses', but beware of those forums that rely on
              businesses subscription fees.
      Travel Blogs: Beware of travel blogs whose income is dependent on advertising & sponsorship.

If you directly contact a tour company, consider their personality, inquiries or complaint responsiveness, & general sentiment of posts.   (Trustpilot & Sitejabber: Often provide  feedback.)

Remember, IMO, most, if not all, companies will try to manage their reputations: some by direct manipulation (Disney), some by extortion (Disney). Be cautiously wise.  Look for evidence of at least a few Good & Bad reviews each to suggest impartiality. Seldom is any company perceived as perfect.

Anecdote: Disney’s attempt to ‘bend’ (extort) X (former Twitter) to it’s will. An attempt openly & boldly thwarted by Elon’s public, “F… You, Bill" referring directly to Disney CEO, William Eisner who was sitting in the audience. 

Direct Communication: Contact tour company directly with all questions. Evaluate their natural spontaneity, willingness to provide detailed information, and credibility of their response. If suspect it is a 'customer service call-center' be suspicious.

TIP: Your digging too deeper at this early stage may be a Rabbit Hole of diminishing returns. Not worth your effort until & unless a specific Tour seems suspicious.