GUIDE THE WAY: NAVIGATING THE ROLE AND CHALLENGES ON LOCAL TOUR GUIDES OF JVD EVENT AND TRAVEL MANAGEMENT, CO. IN TODAY’S TOURISM LANDSCAPE

Abstract

In light of the evolving tourism industry, this study examines the roles and challenges faced by regional tour guides employed by JVD Event and Travel Management Co. As tourism continues to grow and diversify, the responsibilities of tour guides have expanded beyond their traditional functions. They are now expected to meet new standards set by both the travel industry and increasingly diverse traveler expectations. This research aims to explore how tour guides are adapting to these changes and the implications for their professional development and service delivery. This research explores how tour guides contribute to enhancing visitor experiences, promoting cultural heritage, and supporting sustainable tourism practices. It aims to highlight the evolving role of tour guides in creating meaningful and responsible travel experiences. Additionally, the study identifies key challenges faced by tour guides, including language barriers, cultural sensitivity, and the growing need to adopt digital tools and technologies to meet the demands of modern tourism. The findings aim to identify the essential knowledge, skills, and resources that local tour guides require to effectively address industry challenges and remain competitive in the evolving travel market. The study underscores the growing importance of tour guides in enhancing customer satisfaction and delivering high-quality tourism experiences. Based on these insights, the report recommends that the Department of Tourism collaborate with JVD Event and Travel Management Co. to support the professional development of local tour guides. This can be achieved by implementing targeted training programs focused on improving language proficiency, cultural awareness, and digital literacy, equipping guides with the competencies needed to meet modern tourism demands. Additionally, the study advocates for more funding for sustainable tourism initiatives to minimize negative impacts on the environment and culture. By supporting these efforts, the Department of Tourism can enhance visitor experiences and help tour guides navigate industry challenges, ultimately boosting local tourism service quality and competitiveness.