THE ROLE OF TOURIST GUIDES AND TOUR LEADERS IN THE SHAPING OF THE QUALITY OF REGIONAL TOURIST PRODUCTS

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1 Zygmunt Kruczek THE ROLE OF TOURIST GUIDES AND TOUR LEADERS IN THE SHAPING OF THE QUALITY OF REGIONAL TOURIST PRODUCTS ROLA PRZEWODNIKÓW TURYSTYCZNYCH I PILOTÓW WYCIECZEK W KSZTAŁTOWANIU JAKOŚCI REGIONALNYCH PRODUKTÓW TURYSTYCZNYCH Słowa kluczowe: produkt turystyczny, przewodnicy turystyczni, piloci wycieczek, Streszczenie: Produkt turystyczny jest kategorią złożoną, a poszczególne składniki produktu turystycznego spełniają odmienne funkcje. Wyróżnia się wiele kategorii produktu turystycznego, jednym z nich jest usługa przewodnicka i pilota wycieczek. Jest ona najczęściej dodana do produktu tworzonego przez organizatora turystyki jakim jest produkt - impreza (wycieczka, wczasy, rajdy, spływy). W artykule omówiono strukturę produktu turystycznego orz wskazano na rolę jaką maja do odegrania przewodnicy i piloci w procesie kształtowania jakości regionalnego produktu turystycznego. Omówiono role i zadania przewodnika turystycznego oraz czynniki determinujące występowanie usługi przewodnickiej w strukturze regionalnego produktu turystycznego. Wskazano również na niekorzystne dla jakości produktów zmiany w systemie przewodnictwa i pilotażu, związane z zapowiedzianą w Polsce deregulacją zawodów przewodnika turystycznego i pilota wycieczek. Key words: tourist product, tourist guides, tour leaders Summary: A tourist product is a complex category, and its individual elements fulfill various functions. One distinguishes many different categories of tourist product; one of them is the service of a tourist guide and tour leader. In the majority of cases this category of tourist product is added to the product created by the organizer of tourism which is a product-event (trip, holiday, rallies, raft or canoe rides). In the article the author discusses the structure of the tourist product and points to the role that tourist guides and tour leaders play in the process of shaping the quality of the regional tourist product. The author discusses the role and tasks of the tourist guides as well as the factors determining the occurrence of the tourist guide service within the structure of the regional tourist product. He also points to the unfavourable changes in the product quality of tourist guiding and tour leadership, associated with the deregulation of the profession of tourist guide and tour leader which has been announced in Poland.

2 The concept and structure of tourist product A tourist product is made up of all the goods and services purchased by the tourists in connection with the journey and tourist stay. Whereas from the point of view of the tourist, a product is all the goods he has to purchase, so as to be able to satisfy his needs which are associated with the change of his time-defined place of stay determined by tourist objectives. A tourist product contains the entire lived-through experience from the moment the tourist leaves his place of permanent habitation until the moment he returns there. The dreams of travel become materialized through many different factors. The broadly-understood tourist product comprises tourist attractions, infrastructure and accessibility through means of transport. In the narrow-sense, it comprises access by means of transport, accommodation, accompanying base and other services. A product can be conceived of in terms of both the entire country, region, community, city, complex or else individual buildings or services (e.g. castles, cultural events, gastronomy, casinos or museums). A tourist product is also any combination of material goods, services, places, organizations and concepts, including the views of the potential purchaser about them which fulfil the purchaser s expectations regarding the tourist trip. In the broad sense, such a product also extends to the packet of fundamental goods (that is tourist attractions of a natural or anthropogenic nature), material goods (souvenirs, maps, tourist equipment) as well as a packet of services making use of tourist or para-tourist equipment which may satisfy the purchaser s needs. In the majority of cases, a tourist product is a packet of goods and services; one may distinguish the following types of such packets: Basic packet - which comprises goods and services without which consumption would be incomplete or impossible, such as e.g. accommodation, transportation or meals, Extended packet which comprises additional services and goods increasing the attractiveness of the offer; a customer may or may not take advantage of the latter, usually not without financial consequences, Facultative packet comprising supplementary elements which the tourist-customer may select at an additional extra charge (Panasiuk 2005, p. 78).

3 The structure of the tourist product is a complex one (Altkorn 1994, 2001). In market terms, one may distinguish 5 levels of this structure (Figure 1). Main product (the core of the product, main benefit), Real product (e.g. the offer of an airline the wish to get to a travel destination or place of accommodation quickly), Expected product (flight comfort, comfort of accommodation), Improved product (e.g. free airline ticket or additional night at a place of accommodation), Psychological product (customer s own experience so far). Figure 1. Structure of tourist product Source: J. Altkorn, 1994, p The service of a tourist guide and tour leader belongs either to the first level, i.e. the core of the product, or the level of the real product. In the first case, it is obligatorily included into the stage of visiting attractions, and in the case of the real product, it takes on the shape of an alternative, facultative service. The service of the tourist guide belongs to the real product. It is associated with the realization of the programme of the particular tourist offer, the care

4 over tourists during their journey to their final destination and the stay there (Kruczek 2006, 2008). Types of tourist products In literature we come across different types of tourist products which are distinguished on the basis of different criteria. One has to add here that the individual constituent elements of the product may by themselves constitute a separate product or else make up a complex tourist product together with other products (e.g. hotel accommodation combined with a transport offer may together create a product referred to as - a tourist event. On the basis of the characteristic elements defining the nature of the tourist product, one distinguishes many categories of products (Kaczmarek, Stasiak, Włodarczyk, 2005, p. 74). A tourist service product is a single tourist service e.g. offering gastronomic, hotel, transport or tourist guide services. Services such as e.g. tourist information and advice as well as mediation are of great significance, particularly at the stage of trip preparation. Tourist product event consists of a set of at least two services or offers of material products (goods) which are offered by tourist organizers in the form of a uniform programme available at the same price. Examples of these types of products may be: excursions, holiday stays, weekend trips, rallies etc. One may divide them into long-stay holidays, tours, local and foreign holidays, own and commissioned as well as facultative trips. An event type of tourist product is the most popular category of tourist products available on the market. Tourist product place (region, place, national park etc.) is a specific type of tourist product which is determined geographically. By this name, we refer to an internally complex set of elements which is singled out due to its concrete localization in space which is characterized by certain tourist values. At this point, it is worth emphasizing that by selling the purchaser a definite place (for resting, sightseeing, practising one s hobby etc.), we offer him not only natural and anthropogenic values, but also services offered by various businesses operating within the existing tourist network, historical and cultural heritage, hospitality and friendliness of the local inhabitants and even the image of the area (universally functioning stereotypes concerning the place) or generally the events which are expected to occur in the future, during the tourist s stay in the place. Tourist product venue is a specific kind of tourist product a place. It is characterized by the existence of a leading service and additionally a few accompanying services focused on a single place (venue) which has a point character; it may be a museum, a

5 monument, sports and entertainment arena, recreational centre, hotel, cave, monument of nature (e.g. castle in Malbork, Hercules Mace, Amphitheatre on the Mount of St. Ann). Tourist product trail is yet another, specific example of a tourist product place. It consists of several places or venues associated with a certain capstone concept, usually joined to one another by means of a sign-posted pedestrian, water or motor trail etc. (e.g. The Eagles Nests Trail, The Wooden Architecture Trail). Tourist product event is characterized by a considerable thematic and organizational uniformity as well as a concrete place in time and space. What is an additional feature of this product is its extraordinariness, exceptional and cyclical character. The tourist product event may exist separately, but it may also be a constituent part of another tourist product (e.g. the Dominican Fair in Gdańsk, the Lemko Watra /Bonfire/ in Zdynia). The place of tourist guide and tour leader services in the tourist product Within the structure of the tourist product, the work of tourist guides and tour leaders is treated as a separate product service, or else it forms a constituent element of the real product which enables one to satisfy the main need associated with the core of the product (resting, sightseeing, pleasure). One may also distinguish products in which there occurs the tourist guide or tour leader service. A classic example of such a product is the event created by the tourism organizer (excursions, resort holidays, rallies, raft-rides). Tourist guides and tour leaders constitute a value which is added to the tourist product. The satisfaction of tourists, the benefits associated with the trip are determined not only by the quality of the basic elements of the product such as transport, accommodation, meals and attractions, but also by the efficient realization of the programme and a suitable transfer of information, as well as by assuring safety to the tourists. It is the responsible work of tourist guides and tour leaders that stands behind it. Thus the quality of the entire tourist event depends on the knowledge, experience, organizational abilities and creativity of the tourist guides and tour leaders. The majority of tourism organizers appreciate the role of tourist guides and tour leaders for the products created by them and they entrust these tasks to people who are adequately prepared and experienced to undertake them. It is worth drawing attention to the process of shaping new roles in these professions. Recent decades have brought about a considerable decentralization in Poland; consequently regions and cities have a chance to decide about their own development. The

6 above phenomenon also relates to the sphere of tourism. New strategies of tourism development are being created and implemented by the local authorities and non-government organizations; activities aiming at the creation of new organizational structures and above at creating new, regional tourist products are being undertaken. Tourist guides and tour leaders as well as organizations that group them are now confronting new roles (Figure 2). Besides the traditional roles associated with dissemination of knowledge, education and being in charge of groups of tourists, there appear new roles such as that of a tourist activist and tourist expert (Kaczmarczyk, 2013). In the former role, tourist guides should be promoters of tourist guiding as a profession, and at the same time as a way of life. Due to their knowledge and competence, tourist guides are members of tourist organizations which create a tourist policy in a city (region or country) and they actively participate in projects promoting places or tourist attractions. Ordinary traditional city tours with a tourist guide, organized e.g. on the occasion of a city fair will be only an addition to the activity of tourist guide organizations deciding about the directions of tourism development in their region. The role of a tourist guide as a tourist expert should reveal itself, among others in active participation in activities aiming at the creation of new tourist products and promoting the existing ones (e.g. advertising campaigns, systems of tourist information), participation in tourist projects through expressing opinions about new solutions promoting tourism in a city (region, country) or participation in study tours for organizers of tourism, tourist agents or journalists. Photograph Field guides comment on the cruise along the Ostróda-Elbląg Canal; their service is a mandatory part of the tourist packet (photo Z. Kruczek)

7 Table 1. The roles and tasks of a tourist guide No Tourist guide roles Basic tasks 1. Guide as a source of knowledge relating to Providing up-to-date, bona fide information based on facts, sightseeing Knowledge of topography and a good orientation in the terrain Supplementary self-education and up-dating one s knowledge Participation in specialist trade conferences 2. Guide as an educator tutor Giving information on the cultural patterns and ways of practising tourism Selection of suitable methods adjusted to a given group in order to exert an impact on tourists Shaping the attitude of respect for nature and cultural heritage among tourists Paying attention to tourists safety 3. Guide as a Creating an attractive image of one s region representative of a city, region, country Promotion of one s region (local patriotism) 4. Guide as a tourist Knowledge of the transport system, prices of tickets, information centre Knowledge of the accommodation and gastronomy base Knowledge of the opening hours of cinemas, museums art galleries and ticket prices, Ability to take advantage of various types of tourist information sources. 5. Tourist guide as a group leader Cooperation with the local rep, tour guide, group leader or representative of tourist agency, Selection of itinerary and way of realization of the programme, Reacting to current needs reported by the tourists. 6. Tourist guide as a tourist activist Promotion of tourist guidance as a profession and a way of life, Membership in tourist organizations creating tourist policy in a given city (region, country), Active participation in projects promoting places or attractions (e.g. The Industriada Trail of Monuments of Technology, Tourist Guides for Children) organized by other institutions. 7. Guide as a tourist expert Active participation in activities aimed at creating new tourist products and promoting the existing ones (e.g. advertising campaign Świętokrzyskie Province Casts a Spell ), Participation in projects, commenting on new solutions influencing tourism in a city (region, country). Support of study tours and study press events. Source: Kaczmarczyk, 2013, supplemented by the author.

8 Tourist guides are well-suited to fulfil both the old and the new roles, primarily thanks to the high level of knowledge, continuous training and experience which they constantly acquire in their day to day dealings with tourists. All of this contributes to the fact that tourist guides have earned a high reputation for their professionalism. Figure 2. Model of factors creating the good brand of a tourist guide Source: Kaczmarczyk, 2013 The brand of a tourist guide and of the entire trade known as tourist guidance is built by such factors as: acquired knowledge, personal as well as professional experience, selfeducation or else organized training, form of tourist guide narration and one s own or else organized tourist activity. It is particularly worth drawing attention to the last factor which belongs to the so called new roles of tourist guidance. For it is thanks to tourist activities, particularly the organized ones, that guidance may emerge as a credible partner for numerous undertakings realized not only by tourist guidance circles. As an example one may quote here the activity of the Western-Masurian Association of Tourist Guides and Tour Leaders which having signed a contract with the carrier, introduced a tour guide service as an obligatory element of the cruise packet along the Ostróda-Elbląg Canal. The tour guide s commentary during the cruise raises the quality of this extraordinary event and besides the relaxation and thrill of the cruise, makes it possible for the tourists to acquire a solid knowledge about the region. Similar activities are undertaken by the Board of Directors of the Battle of Grunwald Museum in Stębark. The above examples show how big a role is to be played by the local tourist guide circles which may successfully

9 influence the shape of the tourist service formula of the existing or newly created tourist products (attractions). One may give many more examples of tourist products (attractions) where tourist guidance may be classified as a fundamental service or else, where it constitutes an almost mandatory element of sightseeing. Among others, it is also a consequence of certain legal provisions, such as for instance Mining Law (e.g. visiting the mines in Wieliczka or Zabrze) or a Regulation issued by the Director of a National Park or Museum. The factors determining the occurrence of the tourist guide service within the structure of a tourist product are presented on figure 3. Figure 3. Model of factors determining the occurrence of tourist guide services within the structure of the tourist product (tourist attraction) Source: Kaczmarczyk 2013, supplemented by the author Conclusions The services of tourist guides and tour leaders are an important element of a tourist product. They constitute independent products services in themselves, or else are a value which is added value to the complex regional tourist products. Involving tourist personnel (tourist guides and tour leaders) in the process of creating tourist products or else in consulting their introduction, creates the possibility (through an increase of the value of the brand of tourist guidance or tour leadership) of preparing solutions in which the element of tourist guidance is a fundamental (mandatory) service.

10 Working out or taking advantage of the already existing good brand of tourist guidance and tour leadership, supported by lobbying may contribute to the creation of new legislation on the local level. The existing legal solutions borrowed from other walks of life (e.g. mining law, the law concerning monument protection) may enable one to transfer them onto the ground of tourist guidance or tour leadership in such a way that the tourist guidance service becomes an obligatory service for a given place, a tourist attraction or regional tourist product. Providing tourist guidance or tour leadership services requires knowledge, skills and qualifications which one may acquire during a course of training and confirm by obtaining a state license following a successful passing of an exam. The above system, defined by an Act on tourist services has been functioning in Poland for the past 13 years. In the past decade, it was subject to systematic improvements whose aim was to raise the quality of the provided services. That is why the new government project concerning the deregulation of the occupation of tourist guide, which is being pushed through in spite of the social harmfulness of such decisions, arouses such amazement and protests of nearly the entire tourist sector. What is expected is a considerable drop in the quality of tourist services, the lowering of the prestige of Polish tourist guides and tour leaders conducting tours in the European Union, the opening up of the job market to foreign service providers and consequently a decrease of demand for the services of tourist guides and tour leaders. Instead of producing new jobs, as the authors of the new bill seem to imply, the so called freeing of the profession is bound to lead to their actual decrease. Literature: Altkorn J., Strategia marki, PWE, Warsaw 2001 Altkorn J., Marketing w turystyce, PWN, Warsaw 1994 Gryszel P., Kruczek Z., Rynek pracy pilotów i przewodników turystycznych, [in:] Przewodnictwo turystyczne i pilotaż wycieczek w Polsce. 1 Międzynarodowy Sejmik Przewodnicki, Sopot 2007, p Kaczmarek J., Stasiak A., Włodarczyk B., 2005, Produkt turystyczny, Polskie Wydawnictwo Ekonomiczne, Warszawa.

11 Kaczmarczyk J., Współczesne wyzwania przewodnictwa w Polsce. [in:] Piloci i przewodnictwo a deregulacja. Materials from the Eighth Forum of Tourist Guidance and Tour Leadership. Monograph No 17. Proksenia, Krakow Kruczek Z., Czynniki determinujące rynek pracy pilotów wycieczek i przewodników turystycznych, [in:] Kadry w gospodarce turystcznej, Zeszyty Naukowe nr 496, Ekonomiczne Problemy Turystyki nr 19, academic editor A. Panasiuk, University of Szczecin, 2008, p Kruczek Z., Przewodnicy i piloci w gospodarce turystycznej. Główne problemy środowiska i zawodu, [in:] Gospodarka turystczna a grupy interesu, joint publication, ed. S. Wodejko, SGH Press, Wrsaw 2006, p Panasiuk A., Marketing usług turystycznych, Wydawnictwo Naukowe PWN, Warsaw Information about the author: Assistant Prof. Zygmunt Kruczek Ph.D. Head of the Department of Geography and Tourism, University School of Physical Education in Cracow; address: Akademia Wychowania Fizycznego, Kraków, Al. Jana Pawła II 78 Independent Department of Tourism, University of Economics in Katowice, Katowice, ul. 1 Maja 50, Polish Federation of Tourist Guidance and Tour Leadership, Chairman of the Board, Poznań, ul. Dąbrowskiego 28A zygmunt.kruczek@awf.krakow.pl