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As tourists increasingly seek culturally immersive experiences, traditional tour guiding roles face pressure to evolve. This study examines the evolving role of tour guides amidst technological advancements and changing tourist profiles, focusing on Hong Kong. It proposes and tests a conceptual framework emphasizing professionalization, linking cultural mediation, technology integration, status and efficacy, and adaptive strategies. In-depth qualitative interviews with tour guides and stakeholders were conducted to validate the framework. The findings revealed that empathetic cultural mediators remain indispensable, offering personal stories, emotional resonance, and nuanced cultural interpretation that digital sources cannot replicate. Selective integration of technology is crucial, enhancing rather than replacing human-led storytelling. The findings further demonstrate the need to distinguish between basic professionalization and advanced professionalization. The need for continuous training, cultural depth, digital competence, and adaptive strategies to streamline job routines has also emerged as a key requirement. Cross-regional comparisons with international cases such as the UK Blue Badge system enhanced the universality of the framework. Systemic and environmental factors, such as talent retention, generational skill gaps, government support, and stakeholder collaboration, were identified as critical influences. Policy recommendations include piloting a hierarchical certification system and introducing domain-specific accreditations supported by collaboration among government, industry associations, and educational institutions. Through professionalization and collaborative networks, Hong Kong’s tour guides can continue delivering authentic, culturally rich experiences that resonate with modern Chinese tourists, ensuring the profession’s vitality in a transformed tourism landscape.
Ho et al. (Tue,) studied this question.