Abstract
Tour guide in Korea tourism industry used to be unmentioned even though tourist satisfaction on tourism preparations to receive is based on the role of tour guide who is service contact. Despite the quantitative growth in Korea inbound tourism, it presented problems in terms of qualitative growth. Especially, nowaday Korea inbound tourism market is not optimistic because Chinese tourists’ decrease by the deployment of THAAD anti-missile systems, the Japanese tourists’ decline and slowdown of revisit rate in the general inbound market. In this situation where consciousness of crisis in Korean inbound tourism market come to the fore and qualitative improvement is required, this study tries to draw systematic, strategic and academic implications of governmental, industrial and academic circles after comparative analysis regarding to social perception change on tour guide by the stream of time using content analysis through media. As a result of the content analysis, 1 step(2004~2014) was perceived mainly tour guide roles as functional role part based on intrinsic roles such as ‘tourist guide’, ‘travel service’, while 2 step(2015~2018) was perceived mainly tour guide roles as social role part based on national roles such as ‘cultural envoy role’, ‘improving national image’.
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