The role of technology in tourist guiding: future career, service quality, marketing and tourist experiences

Abstract

Purpose This study aims to investigate the perceptions of tourist guides in Türkiye regarding the role of technology in the tourist guiding profession. Design/methodology/approach This research adopted an exploratory qualitative case study approach, conducting semi-structured interviews with 29 professional tourist guides actively working in different regions of Türkiye. Findings The findings reveal the dual roles of technology in tourist guiding. While it can facilitate service quality and enhance experiences, technologies such as robot tourist guides, augmented reality and virtual reality are perceived as disruptive and potentially damaging service quality and tourist experiences. Originality/value The research offers unique insights into the facilitative and disruptive aspects of technological tools in the tourism industry. These findings have direct implications for destination managers, travel agencies and tourist guides worldwide, equipping them with a comprehensive understanding of the role of technology in tourist guiding and guiding their future actions, strategies and policies.