innoguide 20101014
TRANSCRIPT
dynamics in the tour guide industry
from changes to challenges
prof. dr. J. Bryon, 14.10.2010
the role of a “tour guide”
what is a tour guide?
ambassador, animator, actor, buffer, catalyst, caretaker, communication link, companion, concierge, conduit, culture broker, demonstrator, director, disciplinarian, dragoman, educator, edutainer, entertainer, expert, facilitator, group integrator, host, informal educator, information-giver, infotainer, instructor, interactor, intermediary, interpreter, introducer, leader, manager, mediator, mentor, middleman, moderator, navigator, organiser, pathfinder, presenter, public relations representative, shaman, surrogate parent, teacher, translator…
mediator
toegang
ontmoetingen
informatiea storyteller
© N. Salazar
From: WTO (2007: 1)
TOUR GUIDE
tourism is the industry that brings (potential) visitors to the sources of experiences
5
the role of a tour guide
“The role of a tour guide is to accompany group or individual visitors when they
visit monuments, sites, musea, a city or a region and/or nature. He gives them
information on the cultural, social, historical, artistic and natural heritage in an
interactive, understandable, inspiring and entertaining way, in the language of a
the visitor” (SERV april 2002)
codes of conduct (soft law)
formal training
awards of excellence
professional associations
professional certification
licensing
(Black and Weiler, 2005)
quality
new guides
Groups Individuals
DomesticCommercial
guidingAlternative
guiding
Eventguiding
Officialguiding
Residentialguiding
InternationalCoach
guidingIndependent
guidingPrivateguiding
new (mobile) media
new producers
new ways of exploring
new themes
conclusion
YOU ARE NOT ALONE
• New target groups – mainly domestic or international niches
• New accents – complementary stories to official guiding
– More experience-based & demand-oriented
– Anecdotical or critical
– From selling to sharing
– From tourist to traveller
• New guiding techniques (improvisation, …)
• New information sources: autodidactism
• Entrepeneurship and innovative attitude
• Exogeneous
– Other sectors (than tourism): culture, hospitality, event bureaus, transport, locals, …
– Global players (e.g. Another Travel Guide, Like-a-Local, Arrivalguides, Onlibri, …)
• Motives
– Passion, love for the destination, …
– Discontent with ‘traditional’ forms of storytelling
– Desirability of ‘tourist emancipation’
– Income and even profit potential
– Relational and/or sustainable tourism
the tour guide industry is a rough seaand the horizon is not in view
what directiondo we need to take?
WHAT IS THE ADDED VALUEOF A TOUR GUIDE?
Local
Authentic
Traceable
Trustworthy
Ethic
“give tourists a better experience than they expect”
© H. Konings
Interculturalmediation
• Reaching into the community
• Getting in touch
• Give meaning
• Authenticity
• Relational tourism
Responsibletourism
• Good practices
• Shared experiences
• Engaging experiences
• Innovation and entrepreneurship
• Strategic coalitions
Storytelling & experience
• Emotions
• Behind-the-scenes
• Multisensorial
• Participative, hands-on, interactive
• Learning and discovering
“give tourists a better experience than they expect”
Jeroen Bryon
Strategic consultant knowledge and innovation-----------------------------------------------------------------------
m +32 478 40 50 99
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Toerisme Vlaanderen
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