The role of tour guides in improvement and promotion of ecotourism

As one of the most important professions in tourism, guiding has been a part of tourism reality long since, yet it has been rather neglected in academic papers. The growing interest in holidays in the nature along with the increasing concern about environmental issues and the appearance of toursists who are educated in this respect, have resulted in the spread of the type of special interest tourism known as ecotourism. Therefore, the aim of this paper is to research and describe the role of tour guides in the development and promotion of ecotourism. The methodology in the paper includes: defining and conceptualisation of the notions of tour guiding and eco-tourism, the description of their role in the contemorary tourism business, and finally the identification of the role of interpretation and narrative in the creation of tourist experience and the consequent establishing of the reputation of an eco-tourism destination as well as the development and promotion of eco-tourism. One of the conclusions of the paper is that tour guides have a prominent role in the promotion of eco-tourism which is why continuous education of these professionals is necessary.