CULTURAL AND SPIRITUAL EDUCATION OF A GUIDE AND ITS ROLE IN THE TOURISM SECTOR

Annotatsiya

This thesis extensively highlights the cultural and spiritual education of a guide, as well as their role and importance in the tourism sector. The professional activity of a guide is analyzed not only as delivering historical and cultural knowledge but also as establishing effective communication with tourists, promoting national values, and shaping the country’s image. Furthermore, the article substantiates how a guide’s cultural level, speech culture, moral qualities, and spiritual maturity influence the quality of tourism services. In modern conditions, special attention is given to developing guides’ professional competencies, improving their training system, and their role in intercultural communication. According to the research findings, the cultural and spiritual preparedness of a guide is one of the key factors in tourism development.