TOUR LEADERS AND TOUR GUIDES IN THE ERA OF EXPERIENCE ECONOMY

Abstract

Purpose. The aim of the article is to apply selected elements of the experience economy theory in the domain of tourism, with particular consideration of tour leader and tour guides services. The author's intention is to present the general theoretical outline of this conception, emphasize the specificity and particularity of tourist experiences, as well as to define the role of leaders and guides in creating them. In the second part of the article, the author discusses, in detail, the most important tools and the rules of conscious and purposeful staging of tourist experiences by leaders and guides (application aspect). Method. The article is based on a review of literature (Polish and foreign scientific publications), the results of the author's earlier research on tourist experiences, as well as his substantial professional experience (as a courier, course leader and examiner). Theoretical deliberations have been illustrated with the results of participant, covert and uncontrolled observation of several tourist events organised by a major Polish tour-operator. Findings. Based on the discussion, it can be concluded that: 1) tourist experience differs considerably from "ordinary" market experience, because it is, at the same time, the essence and the sense of travelling ; 2) the tour leaders' role should be, among others, care for the desired form of the trip participants' ultimate experience; 3) storytelling still remains the main tool for creating tourist experience; 4) staging tourist experiences is a kind of art, governed by specific rules. Research and conclusions limitations. Due to the theoretical nature of the deliberations and the limited range of the author's own studies, the theses presented in the article require empirical verification on a larger sample. The article may initiate a discussion on supplementing the theoretical basis of the tour leader's (guide's) instruments with selected elements of the experience economy conception, and may become an inspiration to undertake even more detailed research on conscious staging of tourist experiences by tour leaders and tour guides. Practical implications. The article presents a set of well-defined, detailed rules of effectively creating exceptional, unique tourist experiences. These recommendations should prove useful in the everyday work of tour leaders and guides. Originality. This article is the first publication in Polish or even among world literature on the subject, which presents an attempt to adapt elements of the experience economy theory to the issues of tour leader and tour guide work. Type of paper. The article presents both – theoretical concepts and empirical studies.