![]() A key recommendation includes the establishment of a monitoring system to ensure high standards of service performance by the tour guides. Based on the findings, a set of recommendations was formulated. Tour guiding issues were identified through an extensive series of in-depth and focus group interviews. This study examines the nature of tour guiding in Hong Kong, assessing the existing level of professional service standards, and identifying issues and challenges facing the profession in the 21st century. Service professionalism has become an important issue as destinations compete for tourists in a very competitive environment, especially in Asia as it reels from the effects of the 1997 Asian financial crisis. The role and duties may not be that glamorous as the profession, in many countries, lacks a well-defined career path and their incomes are reliant on a variety of income sources. ![]() Through their knowledge and interpretation of a destination's attractions and culture, and their communication and service skills, they have the ability to transform the tourists’ visit from a tour into an experience. Tour guides are one of the key front-line players in the tourism industry.
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