If someone else has the rights to the photo it's possible that this guide may have received permission to use it. If you know that another guide service has the rights to this image you might contact them first and find out what the story is before you do anything else. If there is a problem they will probably want to resolve the issue for you especially if they did not get a model release from you. If they can't help you, then you might have to send this guide a certified letter or email cordially asking him if he has a model release or the rights to use the photo as you do not recall ever booking a trip with him or giving him permission to use your image. That should get his attention and prompt some action on his part to either inform you of his standing or to take it down toot sweet. But if you did sign a model release and permission was given then you have no say on where your image appears regardless of how the image is used.

Hard to believe that anyone would actually give a wrong impression for the sake of a buck, eh? Happens all too often. What you see is not always what you get.