Adapting to the digital wave: tour guides’ role perception and technological integration in the cultural ecosystem

L. Marchegiani, L. Nasta, Luca Pirolo
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Abstract

The COVID-19 pandemic has underscored the importance of digital technologies in the cultural heritage domain, particularly in the evolving landscape of the hospitality ecosystem. This ecosystem, prioritising personal interactions and improving life quality, demands a strategic change from cultural organisations to address the challenges of digitalisation and the shifting patterns of visitor engagement. Tour guides are central to this adaptation process since they play a pivotal role in the cultural sector. Thus, our research delves into how these guides perceive themselves and adapt to digital tools, impacting their ability to offer genuine cultural experiences. These experiences are fundamental in promoting sustainable tourism, reinforcing local identity, and nurturing community bonds. Our findings disclose a spectrum of different types of tour guides, each group characterised by distinct levels of digital skills and willingness to embrace technological change. Through this study, we aim to contribute to the theory of the digital cultural ecosystem by highlighting the significant role that culture and creativity play, supported by digital advancements, in formulating comprehensive and integrated strategies for cultural tourism management and the overall hospitality sector.
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适应数字化浪潮:导游在文化生态系统中的角色认知与技术整合
COVID-19 大流行凸显了数字技术在文化遗产领域的重要性,尤其是在不断发展的接待生态系统中。这一生态系统将个人互动和提高生活质量放在首位,要求文化组织进行战略变革,以应对数字化的挑战和游客参与模式的转变。导游是这一适应过程的核心,因为他们在文化领域发挥着举足轻重的作用。因此,我们的研究深入探讨了这些导游如何看待自己并适应数字化工具,从而影响他们提供真正文化体验的能力。这些体验对于促进旅游业的可持续发展、强化地方特色和培养社区纽带至关重要。我们的研究结果显示了不同类型的导游,每个群体都具有不同的数字技能水平和接受技术变革的意愿。通过这项研究,我们旨在为数字文化生态系统理论做出贡献,强调在数字技术进步的支持下,文化和创造力在制定文化旅游管理和整个酒店业的全面综合战略中发挥的重要作用。
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