ETHICAL ISSUES IN TOURIST GUIDING AND THEIR POSSIBLE SOLUTIONS
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Abstract
Research problem. Tourist guides play an essential part in the tourism sector as mediators of a country’s culture, history, and image. Despite their key role in representing national culture and ensuring the quality of tourism services, the ethical challenges they face in professional practice remain insufficiently examined in the scientific literature. There is still a lack of clarity regarding the most prevalent ethical issues encountered by guides and the effective measures for addressing them. Research object: ethical problems in the work of tourist guides. Research aim: to analyze ethical problems in the work of tourist guides and their possible solutions. Research methods: analysis of scientific literature and documents, qualitative research through interviews, quantitative research via written surveys, and data systematization. Conclusions. Ethical problems in guiding often include tours led by unqualified persons, dissemination of incorrect information, competition among guides, plagiarism, and remuneration agreements with travel agencies. Both guides and tourism representatives point out key issues such as plagiarism, tax abuse, confidentiality breaches, competition, and conflicts of interest. Ethical behavior is not related to age – both younger and older guides may act unethically. The resolution of ethical dilemmas relies on codes of ethics, international guidelines, and continuous professional development, yet personal responsibility, values, awareness, respect, communication and conflict management skills, as well as the promotion of cultural tolerance remain crucial. To prevent such problems, greater emphasis on ethics in guide training programs and the continuous improvement of professional qualifications is recommended. Ethical standards should serve not only as theoretical statements but also as practical tools to support responsible decision-making.
How to Cite
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Tourist Guide, Excursion, Professional Ethics, Ethical issues, Codes of Ethics
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