CULTURAL MEDIATION IN TOURISM: THE ROLE OF TOUR GUIDES AS INTERCULTURAL COMMUNICATORS

Аннотация

Tour guides play a vital role in facilitating cultural mediation between tourists and host communities, acting as bridges that connect diverse cultural perspectives. This article examines the importance of tour guides as intercultural communicators who help promote mutual understanding, respect, and positive cultural exchange within tourism contexts. The paper explores modern approaches to cultural mediation in tourism, the skills required by tour guides, and the challenges they face in effectively managing cultural differences. Recommendations for enhancing the role of tour guides in intercultural communication are also discussed.