Abstract
This study examines tourist guides’ self-evaluations of innovative technologies, focusing on digital transformation in tourist guidance services. With the qualitative research design, in-depth interviews were conducted with professional tourist guides, and the findings were revealed by thematic analysis. While tourist guides adopt the diffusion of innovations related to “technical features” and “individualized services” dimensions of digital technology used in tourism, there is a tendency to show resistance to “tour quality” and “career concern.” As a result, it has been revealed that strengthening professional tourist guidance with tourist guidance digital technologies will improve visitor–tourist guide interaction.
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