Innoguide 20101014
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Transcript of Innoguide 20101014
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dynamics in the tour guide industry
from changes to challenges
prof. dr. J. Bryon, 14.10.2010
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the role of a “tour guide”
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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…
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mediator
toegang
ontmoetingen
informatiea storyteller
© N. Salazar
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From: WTO (2007: 1)
TOUR GUIDE
tourism is the industry that brings (potential) visitors to the sources of experiences
5
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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
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new guides
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Groups Individuals
DomesticCommercial
guidingAlternative
guiding
Eventguiding
Officialguiding
Residentialguiding
InternationalCoach
guidingIndependent
guidingPrivateguiding
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new (mobile) media
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new producers
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new ways of exploring
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new themes
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conclusion
YOU ARE NOT ALONE
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• 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
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the tour guide industry is a rough seaand the horizon is not in view
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what directiondo we need to take?
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WHAT IS THE ADDED VALUEOF A TOUR GUIDE?
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Local
Authentic
Traceable
Trustworthy
Ethic
“give tourists a better experience than they expect”
© H. Konings
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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”
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Jeroen Bryon
Strategic consultant knowledge and innovation-----------------------------------------------------------------------
m +32 478 40 50 99
t +32 2 504 05 08
f +32 2 504 03 77
twitter: jeroenbryon
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