CHAPTER IV

VARIOUS ROLES OF TOUR GUIDES

Learning Objectives
At the end of this chapter, you are expected to:

1. Describe the primary role of tour guide

2. Explain the role of tour guide as a leader
3. Evaluate the role of tour guide as an educator
4. Evaluate the role of tour guide as a host
5. Discuss the role of tour guide as a conduit
The Primary Role of a Tour Guide
Tour operators view public relations as the most important
role of a tour guide. Foreign visitors view guides as
representatives of the region or country, as ambassadors and
interpreters of the culture of a particular area.
The age of travelers played an important part in the
evaluation of a guide's role. Senior citizens who travel in
groups more often than other age groups see a guide in a
social capacity as companion leader or caretaker of details,
situations and personalities. Younger students responded by
saying that the guide's purpose was to teach. Likewise,
majority of the teachers traveling with student groups said
that the guide's role is similar with their own which is to
teach students about their history and their country.
 The Five Roles of Tour Guides
Tour guides have five identified roles which are required in varying
degrees depending on the nature of the group and the sit. ations. These
five roles are: the leader, the educator, the public rela tions representative,
the host and the conduit. These roles are inter. related. In actual practice,
they are inseparable.
 The Leader
 The Educator
 The Public Relations Representative
 The Host
 The Conduit
The Leader
The majority of the employers of guides regard leadership as the most
important aspect of a guide's responsibilities. Several tour operators are
often more concerned with a guide's effectiveness with people and ability
to lead groups rather than with the guide's knowledge or experience.
There are many tasks that a guide as a leader must perform.
The leadership sphere of the guide includes the following components:
1. The instrumental component and the tasks included therein - navigating,
providing special access, shepherding, and maintaining control.
2. The social component which includes tension management, integrating the
group, keeping good humor and morale, and entertaining members of the tour.
The Educator
Travel is a powerful teacher. Travel stimulates the exchange of knowledge. It gives
the travelers an opportunity to interact with the local residents. Classroom instruction
cannot compare to the interaction of places and culture.
If travel is a "classroom" and travelers are students, then the guides are educators.
If guides are educators, what do they teach? They teach subjects such as history,
architecture and geography.
In addition, they must be proficient in many other subjects depending on the site or
region, the travelers and the situation. Moreover, the growing interest in nature is
creating a demand for guides who can identify the trees, the birds and flowers of their
region and interpret the local ecology.
The Public Relations Representative
The public relations role is considered as the most important aspect
of a guide's work. It is also the most difficult to describe and the most
controversial.
Many countries, businesses and organizations employ guides in order
to present a particular message or image to visitors. In some places,
guides are chosen by government officials to project a special image or
political philosophy or to relay a prescribed message. These guides are
even trained to answer controversial questions.
The Host
Since travel is a social activity, the guide's role in travel consists of
several social occurrences. Hosts have many roles including those of
companion, mediator, advocate, entertainer, concierge, storyteller and
others.
The qualities of a successful host are easy to recognize. A good host
enjoys people. He has the ability to create an environment in which
people feel comfortable and enjoy themselves. Good hosts know how to
bring out the best in people and extend help when needed. A good host is
sensitive to the needs of others and knows when and how to change the
course of conversation or activity if they sense that a guest is not
comfortable. The most important element in the role of a host is a
genuine interest in travelers.
The Conduit
The guide's role as a conduit or channel or link is the most important. It
can be the most powerful and long-lasting. The role of conduit cannot be
separated from any other role because it is integral to all the guide's
functions.
To emphasize the guide's role as conduit is to emphasize the
importance of the visitor, the local culture and the travel experience rather
than the guide's performance. Guides facilitate or allow and encourage
events to unfold. They are the medium rather than the message.
The role of conduit is the most difficult to understand and de-scribe. It
demands the greatest level of maturity and courage since it requires that
guides subordinate themselves to the traveler and the experience.
 Synthesis and Application of Roles
Guiding is not an exact science. It is an individual and
creative art, requiring both style and personality.
Having described the various roles of guides, a
clearer picture arises concerning the desirable qualities
of guides and their possible courses of study. Indeed,
the different tasks a guide must fulfill simultaneously
are very challenging. For some guides, the ability to
fulfill their roles concurrently is inborn; for others, it is
difficult.
However, experience has shown that many of the
skills required regarding the guide's work are teachable.
 Summary
The guiding experience is complex. It requires that
guides accomplish a variety of roles simultaneously. The
five roles described in this chapter - leader, educator,
public relations representative, host, and conduit -
embody the guide that visitors meet.
The leadership role of the guide includes the
instrumental and the social component. The instrumental
component consists of directing, providing special access,
leading and maintaining control. The social component
includes tension management, integrating the group,
keeping good humor and morale, and entertaining
members of the tour. In addition, the guide as leader must
have skills such as willingness to assume responsibility,
ability to organize and make wise decisions, ability to
respond to emergencies, and the skill to coordinate several
administrative tasks simultaneously.
Thank You!