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THE ROLE OF THE TOUR GUIDE PROFESSION IN THE DRAVA AND SAVA REGIONS: COMMUNICATING ATTRACTIONS IN INCREASINGLY AESTHETICIZED TOURISM CONSUMPTION

In the process of sustainable tourism development the role of tour guides is significant. They are not mere presenters of natural and cultural attractions, but ambassadors of cultures, sustainability and intercultural dialogue. It is thus essential that they are well educated, adequately trained and actively involved in the tourism planning processes. Especially important is their role when it comes to presenting attractions to tourists by employing their communication and professional skills. This article describes the experiment of presenting an object (attraction) without a tour guide on the one hand, and the experiments involving tour guides presenting an object (attraction) by using the method of description, and the experiements involving tour guides using a description o fan object (attraction) and an invitation to participants (tourists) to actively participate on the other. The experimental research was focused on the role of tour guides and on the experiencing the beautiful. The results showed that the participants (tourists) evaluated the object (attraction) as more beautiful when it was presented by a tour guide implicating the essential role of the tour guide in the process of presenting attractions, destinations, and cultures.