Tourist guides’ use of creativity : adapting to emerging trends

Abstract

Tourism is one of the leading industries in Malta that creates opportunities for work. Tourist guiding is one of the earliest professions created in the tourism industry. Tourist guides are tourism front liners who are in contact with tourists on a daily basis. The impression the tourist guide makes on the tourist might have an effect on the impression that the tourist will make of the destination. For this reason, tourist guides are at times called tourism ambassadors. The role of the tourist guide in the industry is an important one that may have economic effects on the destination. The profile of the tourist who visits Malta changed in the past decade. Changes also occurred in the provision of tourism services that encouraged an increase in non-packaged holidays for tourists. These changes have a direct impact on the service provided by tourist guides in Malta. This research aimed at understanding how tourist guides applied creativity in their domain to adapt to these emerging trends. The research investigated trends such as technological advancements, the increase in non-packaged holidays for tourists, typology of tours and tourists’ needs and expectations. It explored the provision of special interest tours, themed tours and niche tourism in Malta. The qualitative methods adopted allowed the researcher to identify 12 tourist guides who contributed to the study by sharing their experiences. The respondents were interviewed during a face-to-face interview and the data gathered consisted of their different opinions and experiences. This research investigated tourist guides who provide creative and novel tours to their clients. It explored the tourist guides’ use of creativity in different stages, such as while generating ideas, marketing ideas and while delivering the tour. The results suggest that tourist guides are able and willing to adapt to market changes. They may do so by creating tours that are original, surprising and bring value to their clients. Creativity, knowledge, experience and confidence are skills tourist guides need to develop to be able to come up with novel services that attract both new and repeat clients. The results demonstrate that the respondents are creatively updating and developing their profession.