Selecting Communication Strategies in the Context of Tourism Discourse

This study investigates communication strategies within tourism discourse, with a particular focus on tour guides as essential facilitators of intercultural exchange. While the tour guiding profession provides rich opportunities for cultural interaction and personal lifestyle flexibility, it also requires a robust set of competencies. These include both knowledge-based skills—such as familiarity with history, geography, and art—and professional skills in intercultural communication. Despite extensive research on tourism communication, there is limited understanding of how tour guides strategically employ these competencies to engage tourists. This study aims to address this gap by analyzing the methods guides use to convey cultural and historical information effectively. Using qualitative analysis, findings reveal that guides employ strategies like emotive language, symbolic interpretation, and interactive dialogue to enhance tourists' cultural understanding. The implications highlight the need for targeted training programs to develop these essential competencies, fostering enriched tourist experiences and improved cultural comprehension.