A CROSS-CULTURAL COMMUNICATION IN NATURE TOURISM: SCHOLAR PERSPECTIVES ON TOUR GUIDE CHALLENGES

Abstract

Cross-cultural communication is paramount in nature tourism, posing significant challenges for tour guides bridging diverse linguistic and cultural divides. This paper synthesizes scholarly perspectives and presents preliminary empirical findings from a survey of 11 English education scholars in a tourism course. Results revealed nuanced perceptions: while direct language barriers and misunderstandings showed divided views (18% agree/disagree), participant’s strongly emphasized cultural sensitivity (100%) and the guide's facilitative role (91%). Concerns included personal discomfort (45%) and conflicts (36%) from cultural differences. However, respondents recognized technology's potential (81%) for enhancement and overwhelmingly advocated for mandatory cross-cultural communication training (81%) for guides. These findings highlight the critical need for structured educational initiatives and industry support to cultivate intercultural competence, ultimately improving tourist satisfaction and fostering respectful, sustainable interactions in nature tourism.