Innoguide 20101014

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Innoguide 20101014

  1. 1. dynamics in the tour guide industry from changes to challenges prof. dr. J. Bryon, 14.10.2010
  2. 2. the role of a “tour guide”
  3. 3. 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…
  4. 4. mediator toegang ontmoetingen © N. Salazar a storyteller informatie
  5. 5. tourism is the industry that brings (potential) visitors to the sources of experiences TOUR GUIDE From: WTO (2007: 1) 5
  6. 6. 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 quality professional certification licensing (Black and Weiler, 2005)
  7. 7. new guides
  8. 8. Groups Individuals Commercial Alternative Domestic guiding guiding Event Official Residential guiding guiding guiding Coach Independent Private International guiding guiding guiding
  9. 9. new (mobile) media
  10. 10. new producers
  11. 11. new ways of exploring
  12. 12. new themes
  13. 13. conclusion YOU ARE NOT ALONE
  14. 14. • 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
  15. 15. the tour guide industry is a rough sea and the horizon is not in view
  16. 16. what direction do we need to take?
  17. 17. WHAT IS THE ADDED VALUE OF A TOUR GUIDE?
  18. 18. “give tourists a better experience than they expect” Local Authentic Traceable Trustworthy Ethic © H. Konings
  19. 19. “give tourists a better experience than they expect” Intercultural Responsible Storytelling & mediation tourism experience • Reaching into the • Good practices • Emotions community • Shared experiences • Behind-the-scenes • Getting in touch • Engaging experiences • Multisensorial • Give meaning • Innovation and • Participative, hands- • Authenticity entrepreneurship on, interactive • Relational tourism • Strategic coalitions • Learning and discovering
  20. 20. 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 jeroen.bryon@toerismevlaanderen.be twitter: jeroenbryon ----------------------------------------------------------------------- Toerisme Vlaanderen Grasmarkt 61 - 1000 Brussel - Belgium www.toerismevlaanderen.be www.visitflanders.com

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