Affiliation:
1. Chandigarh University, India
2. Department of Business Administration, Amity University, Mohali, India
Abstract
In the context of sustainable tourism, the part that tour guides play in influencing visitors' experiences and views has drawn a lot of attention. This study explores the crucial function of tour operators as advocates for ethical behavior in the field of sustainable tourism. The research examines how tour guides operate as change agents, encouraging sustainable practices among tourists, in light of growing concerns regarding the environmental, sociocultural, and economic implications of tourism. This chapter investigates the many duties of tour guides in sharing knowledge about sustainable tourism practices. It does so by drawing on a thorough review of academic literature and case studies. It emphasizes the significance of tour guides' capacity to persuade various tourist groups to adhere to responsible tourism's core values. Tour guides can encourage tourists to adopt more responsible behaviour by raising understanding about the local ecosystems, cultures, and social norms through engaging storytelling.
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