Exploring the educative role of ecotourism guides in Vietnam

Abstract

This paper investigates the educational role of ecotourism guides from the perspectives of managers, guides and ecotourists. This study employed mixed methods including in-depth interviews with company managers (n=6) and guides (n=24), and a questionnaire survey of ecotourists (n=323). Thematic analysis was utilised in the interpretation of qualitative data, while questionnaires were analysed using SPSS. The findings reveal companies in general pay limited attention to the educative components of the ecotours, and there is a lack of orientation for guides and commitment to sustainable ecotourism practice. The research reveals a ‘disconnect’ between guides and tourists; while almost all of the guides downplay their educative role or practice, the majority of tourists prioritise education and new learning in their ecotourism experiences, and expect guides to improve their educative role. These findings suggest a mismatch between expectations of tourists and guides’ understanding of their role, with significant implications for ecotourism management and practice.