The Key Role of Guides in Tourism Experiences: Standards, Technologies, and Innovations

A professional guide has long ceased to be just a storyteller - today he or she is a central link in the formation of a quality and memorable tourist product. Not only the traveller's satisfaction, but also the reputation of the entire tourist destination depends on his or her knowledge, information presentation skills and ability to interact with different audiences. What role do guides fulfil in modern tourism? What is a ‘good’ guide? What qualities should he possess? Does the guide resemble ‘his’ City?