Adapting to the digital wave: tour guides’ role perception and technological integration in the cultural ecosystem

The COVID-19 pandemic has underscored the importance of digital technologies in the cultural heritage domain, particularly in the evolving landscape of the hospitality ecosystem. This ecosystem, prioritising personal interactions and improving life quality, demands a strategic change from cultural organisations to address the challenges of digitalisation and the shifting patterns of visitor engagement. Tour guides are central to this adaptation process since they play a pivotal role in the cultural sector. Thus, our research delves into how these guides perceive themselves and adapt to digital tools, impacting their ability to offer genuine cultural experiences. These experiences are fundamental in promoting sustainable tourism, reinforcing local identity, and nurturing community bonds. Our findings disclose a spectrum of different types of tour guides, each group characterised by distinct levels of digital skills and willingness to embrace technological change. Through this study, we aim to contribute to the theory of the digital cultural ecosystem by highlighting the significant role that culture and creativity play, supported by digital advancements, in formulating comprehensive and integrated strategies for cultural tourism management and the overall hospitality sector.