THE TOURIST GUIDE PROFESSION IN THE TECHNOLOGY ERA: POTENTIAL BENEFITS AND CHALLENGES

Abstract - In the era of rapid technological advancement, the tourism industry is experiencing significant growth, primarily driven by developments in information technology. These advancements have made it easier to access destination information, streamlined booking processes, and enhanced navigation. However, the impact of these technological advancements on the profession of tourist guides remains a critical area of inquiry. This paper examines the dual role of technology in this field: as a tool that can enhance the preparation and delivery of tours for guides, and, on the other hand, thanks to technology, tourists can avoid using the services of tourist guides altogether. This study aims to clarify the effects of technological progress on the tourist guide profession, exploring both the opportunities and challenges, with the main hypothesis being “The increasing reliance on technology in the tourist guide profession will lead to a transformation in the role of guides, shifting their focus from traditional information delivery to curating personalized, immersive experiences that leverage digital tools.” A comprehensive review of existing literature shows that while technology supports the use of guides in group travel settings, there is a continued demand for personalized and interactive experiences that guides provide during solo trips.