Abstract
To investigate the behavior of tour guides in sustainable tourism development, the study surveyed 168 tour guides, focusing on 11 selected behaviors (4 economic behaviors, 6 socio-cultural behaviors, and 4 environmental behaviors). Results showed that behaviors such as environmental protection, heritage preservation and compliance with regulations and laws at destinations were highly effective. However, other behaviors such as meeting the needs of tourists for local residents, promoting the purchase of local products and services, as well as receiving and transmitting feedback from tourists to local residents need to be enhanced. Based on these results, the paper provides recommendations to help tour guides promote sustainable development behaviors in the tourism industry.
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