The Role of Tour Guides in Presenting Tradition, Culture and National Identity

In today's international tourism, culture and tradition are one of the most important asset for many destinations and a means of their national identity promotion. Without the role of mediators, however, it may happen that existing resources remain either unavailable to visitors or not properly understood and valued by them. Intercultural communication and, particularly, interpretation of local cultural heritage, local history, living culture, values and cultural identity in general are key components of the contemporary guide's role. Tourist guides are front-line professionals who, unlike any other tourism actors establish a close, intense and influencing contact with visitors at the same time protecting interests of sustainable cultural tourism. They are often called “tourism ambassadors “or “spin doctors “of their destinations. Tour guides embody a wide range of roles, cultures and positions on the tourism stage. Their presentation of “their” culture to others carries a certain authority and implicates them in positions towards aspects of their own culture and those of the tourists that they may come to acknowledge, appreciate or resist over time. Thus, approaching tour guides as cultural mediators offers new insights into the anthropology of tourism and cultural contact as a whole. In this research, the role of tour guides in presenting national, cultural and traditional identity will be given in detailed.