The tourist guide as a means of media communication and its impact on developing tourism awareness. An applied study of a sample of tourism and travel companies in the Holy Najaf Governorate.

Abstract

The current study aims mainly to test the extent of the influence of the tour guide in developing tourism awareness, which seriously seeks to reduce the knowledge gap that explains the nature of the relationship between variables, as the tour guide in the workplace has been adopted by considering it as an independent variable, and tourist awareness by keeping it as a dependent variable. The tourist guide is an important means of communication to attract tourists and has become an important variable for shaping public awareness of the issues presented by other means of communication, which are heard and a global message that stems from tourists’ reliance on identifying tourist sites and the importance of these places to tourists and their proximity to each other, as well as the distribution of time allocated to each of them. According to the place of tourism, which contributes to the development of tourism awareness, tourism awareness is of great importance in revitalizing the tourism sector and all its types, as the higher the level of tourism awareness among individuals, the greater the impact it has on attracting tourism to the country. In addition, interest in the tourism sector helps to improve the country and increasing awareness of Individuals’ awareness of the importance of this sector has a significant impact on society in general.
One of the most important conclusions reached by the study is that tourism awareness lies in its importance through highlighting the cultural, economic, social and international landmarks presented by the tourist guide in a clear and frank manner. The tourist guide also represents a real value and awareness of the importance of tourism and its investment for the economic benefit of the country and reducing the negative effects that affect the achievement of interests in general.